On the occasion of Eid, brands across the globe have come out with their emotional spots to celebrate the spirit of the festival. In India, brands like Big Bazaar, Kwality Walls and Cadbury Celebrations have released their Eid centric campaigns. Surf Excel, Pakistan’s campaign titled ‘MadadEkIbadat’ or ‘Helping is an act of faith’ has touched the hearts of people living across both sides of the border.
The other brands from Pakistan, Brooke Bond Supreme and PepsiCo also engaged with the audience with their campaigns promoting the need to do good and spread the message of humanity. While Q Mobile broke the age old stereotype by showing a girl going to play cricket for the nation inspite of her dad not supporting her decision.The telecom operator from Bangladesh Robi released their spot where they show a group of young kids helping their friend who is physically challenged and making his life a little simpler.
Here’s a look at brands and their initiatives for Eid:
Big Bazaar: The brand has etched a compassionate campaign titled ‘Neqi Mubarak’ (Best wishes of goodness) with a film featuring Sayani Gupta and Archana Puran Singh. It is a story set in the background of a small town hospital during Ramzan. The North Indian family seeks urgent medical attention for their young expecting female member. The Muslim doctor step up to the occasion and chooses her duty over her need for food, after the day’s long fasting. This multimedia campaign conceptualised by DDB Mudra is also amplified by print, OOH, digital, on-ground and in-store and radio activations.
Kwality Walls: Kwality Walls has released an emotional spot, describing a young child’s feeling whose dad is away on Eid. On this occasion he writes a letter titled ‘Sorry Abbu’ to his father, complaining to him, how he misses him on this special day every year. It is towards the end of the film, it is revealed that when the child learns the real meaning of Ramzan (help others), he understands and starts respecting his dad and the reason why his father, who is a doctor stays away from him on Eid.
Surf Excel, Pakistan:The campaign ‘MadadEkIbadat’ highlights the spirit of helping others by showing the selfless nature of a child. The film has got immense reach and has gone viral withmore than 2 million views. The highlight of the campaign lies in the fact that even though the client is from Pakistan, but it has been made and packaged in India. It has got likes and shares from both the country. Conceptualised by Lowe Lintas, produced by Absolute Productions and has been directed by Vasan Bala.
Brooke Bond Pakistan: The corporate brand on the occasion of Eid decided to give free train tickets to people in Karachi who stay away from home because of work related issues. They eagerly wait for Eid to return home and meet their dear ones. However, because of the rush sometimes they can’t afford to. Therefore, Brooke Bond gave them a chance to ride home in a Brooke Bond Supreme branded section of the train. The campaign has been conceptualised by Ogilvy & Mather, Karachi.
Cadbury Celebrations: The brand is running their last year’s campaign which was done for Eid. The ad conceptualised by Contract brings out a sense of playfulness to the celebration. The film is running on television and it rests on a conflict between the deep rooted tehzeeb of ‘Pehle Aap’ and a strong temptation to eat chocolates.
PepsiCo: In Pakistan, PepsiCo transformed a village using the company’s bottles as lanterns as part of the campaign ‘#LightingUpLives’. The film is done by Walter Pakistan, a part of J.Walter Thompson. The company will also donate Re.1 for every 1.75L bottle of Pepsi purchased during the month to increase the reach of this project which aims to light up houses in areas without electricity.
QMobile: The brand takes a bold step by breaking traditions in their ad film released for Ramzan. It is about a girl who wants to be a cricketer, but her dad doesn’t support this decision. Fighting all odds, the girl manages to make not only her parents proud, but also the country. It is a beautiful story of how certain things need to change for the positive.
Robi: The telecom player from Bangladesh has released a beautiful spot for Ramzan. It is a story of few friends, how they get together to do something good for their friend who is physically challenged. With the help of the internet, they construct a plank to help him move freely on his wheel chair. The telecom operator highlights the message that internet doesn’t only mean taking selfies, likes, downloads and uploads. It also stands for the power of coming together to do something powerful. It has been conceptualised by agency Adcomm agency.