9 Inspirational Ramadan & Eid Campaigns Around the Globe

“Eid Mubarak”, “Ramadan Kareem”, “Ramadan Mubarak” or “Happy Ramadan”! As another Eid ul Fitr season comes to an end, you may have already noticed many campaigns revolving around these phrases. While some brands have simply brought in iconic symbols like the crescent moon, lanterns, dates or palm trees to assist their regular marketing, there have been some really emotion-evoking videos in recent times. Here are a few that managed to grab the limelight.

Kuwait:

Zain — Ramadan 2017

Agency: Joy Advertising Company — Kuwait

This three-minute TV ad from a mobile operator has grasped, not only the Middle East, but the entire world by storm. In the beginning, we hear a voice-over by a child who says, “I will tell God everything, that you’ve filled the cemeteries with our children and emptied our school desks,” while a militant prepares his suicide vest. Different victims of terrorism are shown, as the victims eventually come together and, in chorus, urge people to respond to anger with kindness, and violence with mercy. However, the ad has also met controversy and debates as some felt it was inappropriate for a corporation to use such images in a commercial spot. Nevertheless, even after diving the internet, Zain’s advert continues to go viral.

Bangladesh:

Banglalink — Share Happiness — Khushi Chhorai, Khushi Barai — 2016

Agency: Beatnik Designs

This eye-opening web video shows us the difference between the lifestyle of the poor and the privileged during the holy month. Our moral compasses are recalibrated as we follow the journey of two individuals. While promoting Banglalink’s noble proposition of donating Tk. 1 from every internet pack purchased from Banglalink, the video showed us a simple way of bridging the gap and increasing happiness: by sharing the happiness of Ramadan!

Grameenphone — Shopno Jabe Bari 2016

Agency: Grey Advertising Bangladesh

With Habib Wahid’s music composition and emotional scenes of homecoming, this tune has become synonymous to the urge of returning to one’s home district during the Eid vacation. This exact formula was successful in a 2009 TVC with the same song and hence the brand brought back the same idea again in 2016. The success of this ad shows that novelty is not always a necessity. This revamped campaign asked the audience to send pictures or videos of special Eid moments and to wait for a special surprise.

ROBI — Ramadan 2014

Agency: Mediacom Ltd Bangladesh

The joy of a new dress is an integral part of Eid and Robi decided to focus on that important point for their 2014 Ramadan campaign. The struggle for new clothes in the lives of lower and lower-middle class families is something that many can relate to — and thus Robi managed to generate the right emotions among the audience. This TVC encourages Robi users to recharge their credits so that underprivileged children all around the country can receive new dresses before the festive day.

Pakistan:

Surf Excel Ramazan 2016 | #madadekibadat

Agency: MullenLowe Lintas

This is guaranteed to hit you right in the feels! Madad Ek Ibadat translates as “Helping out is a form of worship” and this exceptional ad from Surf Excel is the centerpiece of a countrywide campaign that stands out from the rest. A spirited young boy helps out an old man in trouble, and in the process, get his clothes soiled. Apart from this video, Surf Excel made sure to create a tangible change in the society. Dozens of donation centers had been set up around major cities, where people were encouraged to give away their old clothes to the needy.

Bonus: Surf Excel has also carried this spirit in its 2017 campaign #NekiEkIbadat

Pepsi Ramzan — Liter of Light 2015

Agency: JWT Asia Pacific

Ramadan intends to illuminate the lives of people, and this innovative campaign banks on this very concept. Along with Walter Pakistan, PepsiCo Pakistan launched a national campaign that helps light up the lives of underprivileged communities by providing eco-friendly lighting facilities. With every 1.75 liter bottle of Pepsi purchased, 1 Rupee was donated for spreading light to those in need.

Shan Foods Ramadan TVC | #KhushiyanChakhLo 2015

Agency: Ogilvy & Mather Pakistan

This is an example of a brand breaking away from their own rules and using human element for the very first time. Shan as a brand changed its own outlook to associate emotions with their products. As the brand is popular among Pakistani and Indian expats, this story of two brothers living abroad would hit many right in their nerves. Notably, this ad had been made as a collaboration between O&M Pakistan and India.

India:

Ghadi Detergent — #SaareMaelDhoDaalo 2017

Agency: ADK Fortune

“Sorry” is a small but powerful word. And this Ghadi Detergent ad inspires us to erase all dirt by reaching out to those people who have been close to our heart but circumstances made us part ways. The brand urges people to create a new beginning and summoning the courage to just apologize and move on, because some people are too precious to lose. By encouraging everyone to remove ‘Mael’ or dirt from their lives, the brand is earning tremendous goodwill from the crowd, and hence boosting sales.