What can people rely on when the authority fails them? What will they look forward to in such grim times? The media comes to mind. What if the people of a country relied on a sole newspaper to inform them in the dark days of pandemic lockdown? The case is on Prothom Alo, the top and the biggest daily newspaper in Bangladesh. Widely popular and accepted as the undisputed best Bangla daily in Bangladesh, Prothom Alo has come a long way since the start of its journey in the late 1990s. With the most circulated print version among the Bangla dailies as well as more than 6.6 million daily readerships online, Prothom Alo’s online portal is the most visited Bangla website in the world. Prothom Alo caters to the entire population of the country, reaching every corner of it through its effective distribution. This case reflects on the marketing and communication activities of Prothom Alo, both physical and digital, to see how Prothom Alo leveraged its way to become the best Bangla daily through the years. The case also discusses how Prothom Alo heads its campaigns and how the daily diversified its portfolio to build a sustainable business in this saturated industry.