Advertising and marketing campaigns this Ramzan have once again tapped into the goodness in people that shines through especially during the holy month. Vodafone India is celebrating the spirit of Ramzan by sharing while Surf Excel Pakistan powered by Lowe Mumbai is urging people to share, even if it is at the cost of soiling one’s clothes - because #NekiEkIbadat and #DaagAchcheHai.
Surf Excel Pakistan is back with a Ramzan ad that has been conceptualised by MullenLowe Lintas Group in association with Unilever South Asia. The ad follows the theme of the 2016 Ramzan created by Lowe Mumbai ad that had gone viral. This year instead of helping a samosa jalebi vendor sell his goodies for Iftaar, a young boy makes sure a neighbour wakes up in time for Sehri and eats before he starts his day-long fast. He does end up soiling his kurta once again, and his mother cannot be more proud of her son’s good-natured act.
When asked about the ad this year and last year campains having several similarities, Arun Iyer, Chairman & Chief Creative Officer at Lowe Lintas, who was part of the team behind the ad said, “Since it is the same brand and the same festival, we can’t sound entirely different every time but the message is quite different from last year’s message.” He said that while last year the ad was about helping other people but this time it was about selflessness and putting others before yourself.
Speaking about the pressure that comes with creating an ad that goes viral, Iyer said that because now team had a benchmark set there was some amount of pressure on making as good an ad once again. “But we decided to park that aside to do absolute justice to the festival and thankfully we have got a response that is as overwhelming as it was last time.” The ad titled #NekiEkIbadat has garnered more than 4 million views on YouTube since it went live just about 10 days ago.
The previous ad created by Lowe Lintas Mumbai for Surf Excel Pakistan was titled #MadadEkIbadat and told a very similar story of a child helping out an elderly man while getting his clothes and his friends’ clothes soiled. There has been no major change in the storytelling or the end message this time, but the 2017 ad pulls at our heart strings and spreads the Ramzan sprit.