In Chapra, Bangladesh, Mohammad Abdur Rouf wakes up early to join hundreds of others in playing the SS Food Challenge, a carnival-style game created by Omar Sunny Somrat. Participants, many living in poverty, play to win staples like rice, oil, sugar, and lentils due to high inflation making these items unaffordable. Players like Abdur, the sole provider for a family of nine, find joy in winning small prizes like vegetable oil after playing the game.
Somrat’s online challenge has become a hit, accumulating over 1.5 billion views and millions of subscribers on various social media platforms. The game’s success allows Somrat to earn $35,000 to $45,000 per month from online revenue streams. Despite his success, Somrat has chosen not to take on sponsors and focuses on providing entertainment and essential items to participants. Starting with random videos in 2017, Somrat has evolved his content creation to include village contests and ultimately the SS Food Challenge, which resonated with villagers facing high food prices.
In 2021, Somrat found success with the SS Food Challenge as food prices in Bangladesh soared, and the currency depreciated against the US dollar. Offering food items as rewards attracted more participants who found it challenging to afford basic necessities due to rising prices and currency devaluation. Villagers who participated in the game found relief in the form of food items they won, helping them make ends meet amidst challenging economic conditions in Bangladesh.
Between 2022 and 2023, food prices in Bangladesh increased by 9%, the highest rate in 12 years, according to the Bureau of Statistics. Inflation was a widespread issue across the world in 2022, influenced by supply chain disruptions due to the pandemic and the impact of Russia’s invasion of Ukraine. Bangladesh, a net importer of oil and wheat, had to cut subsidies for essential commodities to secure a loan from the International Monetary Fund. However, analysts are predicting cooling prices in 2024, providing relief for households like Asma Khatun’s, who can sustain her family with winnings from the SS Food Challenge.
The success of the SS Food Challenge has made crowd control a primary concern for Somrat, with the game drawing large numbers of participants eager to win essential items. Somrat’s game has provided a form of entertainment and relief for many in Bangladesh facing economic challenges, allowing them to have fun while also being able to take home much-needed food items. The combination of entertainment, prizes, and the feel-good factor of everyone walking away with something has made the SS Food Challenge a popular and successful initiative, benefiting both participants and the creator, Somrat.
