Dhaka: It is estimated that over 20 million Bangladeshis are unaware of their actual birth date, living with the often-used default date of birth, January 01, on their ID cards. This was due to the prevalent practice of home births without documentation, which persisted for decades until birth certificates became mandatory in the late 1990s. This anomaly becomes even more pronounced considering the elderly population of Bangladesh.
Recognizing the profound impact of discovering and celebrating one’s actual birthday, Tasty Treat, the bakery chain with 350-branches, embarked on a mission to bring joy to individuals by helping them uncover their real birth dates for the first time. ‘Best Birthday Gift’ is a custom AI module designed and created by Softwind Tech Ltd, one of Bangladesh’s renowned software companies, to utilize individuals’ earliest memories of childhood stories about their birth to determine their actual date of birth.
This innovative technology draws upon historical data from diverse sources, including religious events, calamities, and cultural or national milestones, to triangulate the birth date, thereby providing individuals with a newfound sense of identity and belonging.
The campaign, conceptualized by Grey Bangladesh, tells the true story of Alimuddin Mia. His daughter, Salma, sees the Facebook announcement of the tool’s availability at the Tasty Treat Mirpur branch. She goes on to collect an abundance of information from relatives about events that took place around the period of her father’s birth. Initially, he is sceptical that anything will come of it, but with the help of the AI module and his daughter’s tireless effort, he now knows the exact day and gets to celebrate his birthday for the first time in his life.
In addition to revealing their birth date, the module empowers individuals to order customized birthday cakes for their special day, adding an extra layer of joy and celebration to the occasion.
