Brands tug at heartstrings with Eid-ul-Fitr campaigns
From situational humour to togetherness and positivity, brands roll outheart-warming campaigns celebratingEid-ul-Fitr
Published - Jun 24, 2017 9:07 AM Updated: Jun 24, 2017 9:07 AM
Preparations are underway for the celebration of Eid-ul-Fitr, the biggest festival for Muslims across the globe. Like every year, brands are capitalising on the festivities and etching compassionate campaigns that are both creative and engaging. Aslew of Eid ad campaigns madetheir way across social media platforms.The insight that the brands tapped into this time ranged from harmony to situational humour.
Mondelez India’s Tang TVC beautifully brings out the elements of togetherness. The commercial begins with a voiceover narrating how the holy festival of Ramadan should be welcomed every year by imbibing in children the value of doing good deeds and praying, while pouring love throughthe family’s favourite beverage, Tang. The film ends with the visuals of a family enjoying Iftaar and Tang’s product shot with the voiceover “Tang, Maa ke haathonka pyaar”.
A three-minute ad titled ‘Raya Around The World’ crafted by the M&C Saatchi Malaysia team portrays Eid as a unifying force across different countries. A voiceover says, “A life without borders is a life more meaningful”. The voiceover speaker is revealed to be Captain Zakir Ibrahim, a real-life pilot from Malaysia Airlines, who is then shown celebrating Eid with his son. The commercial takes an in-depth look into how varied cultures celebrate the festival and spread a message of unification, harmony and acceptance across borders.
Brand Factorybrings out its latest campaign called #SpreadSmartness. The TVC called ‘Mir ki Eid’ conceptualised by Karma, a division of DDB Mudra Group, pictures a family celebrating Eid-ul-Fitr. It narrates a tricky situation faced by the protagonist, Mir, when he meets his in-laws and how Brand Factory comes to his rescue.Using situational humour, it communicates that shopping at Brand Factory is the smartest thing to do, while hinting at the discount and low pricing of the products at this retail store.
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