Setting up a national-scale business competition such as Breaking Brand isn’t easy—it’s a balance of chaos, coffee, and pure hard work. 

As the IBA-JU Business Club devised the plan to push through Breaking Brand 2025, little did we foresee how turbulent, emotional, and eventually rewarding of a journey was set forth. It was more than a contest; it was a total experience that tested patience, passion, and teamwork.

Breaking Brand 2024 had been a statement-maker, but the objective was clear for Season 2: go bigger, go bolder. The heart of the team understood that simply making a copy of what had worked before wasn’t good enough. 

This time, things were a little more serious. This entailed navigating a bureaucratic jungle with blindfolds. Forcing sponsors to commit was a matter of tracking down cold leads, writing proposals at 2am and swallowing rejection after rejection until someone finally said yes.

Perhaps even more, the challenge was to make something that distinguished itself from a sea of other case competitions — something that would force participants to think in the shoes of real-world disruptors.

Breaking Brand’s true heart, though, was its case study. Secrecy was not up for debate. Only the case writers had access to it — judges got it minutes before the sessions started. Print copies were distributed under tight controls, and digital sharing was strictly forbidden. Backup shells were waiting in case anything went wrong. 

And then came the beast called logistics. To reserve the best halls in IBA-JU, we had to outmaneuver other clubs and pull every available string. 

The tech setup had its moments of horror: once, a technical error happened mid-round, and our tech team was fixing it in just less than two minutes. Managing 40 selected teams out of over 370 teams in round 01 was another tightrope to walk, the 7 finalist teams. 

Some of the executive members worked completely in the backend; others surprised everyone by stepping up when the situation escalated. The marketing team made a miracle at an all-nighter. 

If there is one lesson, it is the rule of thumb to always order extra food. But when everything finally came together, it was magic. The opening ceremony was a perfect start with an inspiring keynote from our beloved alumnus. 

Each round had its vibes, but the final presentation silenced people. Watching the winners erupt with joy made every heartbeat, and all-nighter, and caffeine crash worth it.

There is no such thing as perfect organisation for a bizcomp — but if Breaking Brand 2025 taught us anything, it’s that the early bird catches the save, small foibles are just a natural part of the process and, above all, the case is sacred. 

Delegation is survival, and often — especially during a huge sprint — a little applause at even the smallest win can keep a tired team plugging away.

The prize pool was the highlight. Not only the winners, but all the finalist teams received prize money. Because at the end And it isn’t just about the trophy in the end. 

It’s a story about what happens when a bunch of college-kid dreamers chase a vision together, stumble, stand back up and pull off something sort of unforgettable. Signing off from the experience of Pubali Bank presents Breaking Brand 2025.