Mondelez, PepsiCo, Coca-Cola, McDonald’s & Shan Foods pull on heartstrings with Eid-centric ads

Garnering attention for their emotion and social relevance, Ramadan and Eid-themed advertisements have gone viral

e4m by Sarmistha Neogy
Updated: Jul 16, 2015 8:24 AM
Mondelez, PepsiCo, Coca-Cola, McDonald’s & Shan Foods pull on heartstrings with Eid-centric ads

On the occasion of Ramadan, global brands like Mondelez, PepsiCo, Coca Cola and McDonald’s released emotional ad campaigns which have managed to strike a chord with people on a global scale.

For many brands, this is the first time they have created a campaign especially for Eid and Ramadan. For example, Cadbury Celebrations is known to release festival timed advertisements that are emotional and celebratory but this is the first time they have done so for Eid. Contract conceptualised an ad, which brings out a sense of playfulness to the celebration.

Talking about the project, Kapil Mishra, ECD, Contract Mumbai said, “The whole film rests on a conflict between the deep rooted tehzeeb of ‘Pehle Aap’ and a strong temptation to eat chocolates. This leads to the drama around a pack of Celebrations."

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Shan Foods, a Pakistani producer of spice mixes released an emotional video titled ‘Khushiyan Chaklo’ promoting their products which offer a taste of home even while abroad. The campaign has been conceptualised by Ogilvy & Mather, Pakistan and has been done in collaboration with Sukesh Nayak, Group Creative Director, Ogilvy, Mumbai.

According to Asim Naqvi, Chief Executive Officer, Ogilvy & Mather, Pakistan, “This is a first collaborative effort of its kind for Pakistan as initially clients used to directly approach Indian creative agencies without keeping a local partner agency. Such efforts have always failed; this joint effort has set up a new benchmark for all others to follow and has become a great example of true collaboration between talents of two countries in order to deliver the best for the client.”

The TVC has apparently made a mark in the Pakistani marketing landscape, with newspapers such as The Dawn commenting, “This ad about celebrating Eid abroad will make you teary-eyed.”

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PepsiCo Pakistan launched the ‘Lighting up Lives’ nationwide campaign conceptualised by Walter Pakistan, part of J Walter Thompson, which invites people to help deliver eco-friendly lighting to underprivileged communities. In the month of Ramadan, the brand will donate PKR 1 for every 1.75L bottle of Pepsi purchased to illuminate the underprivileged homes across the country. 

According to reports, the campaign had a big launch; it broke out before the start of Ramadan, and was aired simultaneously on 55 TV channels, on the primetime 6-9pm slot. It is supposed to be a first in the history of Pakistani advertising. The TVC features young local stars; and Pakistani Sufi music legend, Abida Parveen sang the theme song for the campaign.

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The Middle East branch of Coca Cola came out with a campaign this Ramadan where it has removed its name from the cans, to promote a world without labels. In a social experiment setting, six strangers were seated in a dark room for Iftar and were encouraged to interact with each other. Many formed prejudices based on each diner’s self description. When the lights were turned on, each one was stunned to find their mental perception of the person was in no way similar to the real individual.

According to the company release, fighting prejudice is an ongoing global battle, which Coca-Cola Middle East is proud to help combat this Ramadan by reminding the public that labels are for cans and not for people. The aim of the campaign is to urge everyone to remove stereotypes; with a hope to spread happiness to the wider community. The video has gone viral on YouTube with more than 12 million views.

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McDonald’s has come out with their new campaign ‘Share the Spirit of Ramadan’ which promotes its breakfast menu for the pre-dawn meal during the time of Ramadan. The campaign shows how a grandfather and grandson team up together in order to surprise the boy’s mother with a table full of McDonald’s goodies delivered to their home. 

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The concept behind the Eid and Ramadan advertisements have been either to highlight emotional relationships between family members or to highlight the importance of not judging people according to religious beliefs.

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