Eid-ul-Fitr: Global ad campaigns that captured the sentiments just right
These global Ramadan and Eid campaigns have ticked all the right boxes
Today is Eid-ul-Fitr, the biggest festival for Muslims across the globe, when even international brands become keen to capitalise on the sentiments during the holy month of Ramadan. While we haven't seen any exceptional Indian ads rolled out this time based on the theme of Ramadan and Eid, some global campaigns have ticked all the right boxes. Here are our picks:
Zain Telecom- Mr President
A Ramadan commercial created by Kuwait-based telecommunications company Zain sparked an intense debate about its depiction of Arabs and current affairs.
In the commercial, a young Arab boy is seen singing to a number of world leaders including Donald Trump, Angela Merkel, Vladimir Putin and Kim Jong-un, calling on them to come to the aid of Muslim refugees and help end wars in the region. In one scene, the boy – standing in the Oval Office of the White House – invites Trump to have iftar at his house “if he can find it in the debris”.
The boy is later shown sitting at a table with his family and Putin, as well as walking along a beach with Angela Merkel as refugees come ashore.His iftar, the boy notes, will be in Jerusalem, “the capital of Palestine”, an apparent reference to the recent American move to shifts its embassy in Israel from Tel Aviv to Jerusalem.
Rooh Afza Pakistan
In over a minute-long ad film, the brand tells us that one of the country's most cherished local drinks is now available across 33 countries.The film is shot in Lahore, Dubai and USA, emphasising the need of sharing and connecting with each other across the globe, especially in the holy month of Ramazan.
Emirates-Feel at home
Emirates brought back its Iftar service for customers travelling during the holy month of Ramadan. The Iftar boxes allowed those observing Ramadan to break their fast with a nutritious and balanced meal. The ad campaign shows a young man travelling back to his family for celebrating Eid ul Fitr and shows how the airlines is bridging distances.
Like all previous years, this time the brand’s film shows us cute little Adil who is unhappy with a situation and tries to resolve it on his own. As it turns out that his father and chacha (uncle) are not on talking terms, Adil works very hard to put together a nice iftar on his own to take to his chacha’s house in hope of resolving the differences between the family.
With a soft soundtrack by post-rock band Oregon called This Patch of Sky, the commercial depicts the trials and tribulations faced by a Malay-Muslim McDelivery rider, who’s fasting throughout his shift. The video features Zul, an employee with the McDelivery service, waking up before dawn, eating suhur (the pre-dawn meal) with his family and heading out to work. The following one minute then focuses on his tiring day, full of ups and downs where he makes multiple deliveries - sometimes climbing several flights of stairs, other times helping a stranger whose car breaks down.
This touching ad shows a Muslim and non-Muslim woman silently bonding over bottles of soda at sunset. It it already a huge hit on social media.
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