The holy month of Ramadan is synonymous with fasting and feasting, yet there is one profound belief of benevolence that represents the true spirit of Shahr Ramadan, the spirit of selflessness. It is the foundation of Surf Excel Pakistan’s campaign #NekiEkIbadat.
Following up #MadadEkIbadat, their previous successful and well praised campaign from last year, Surf Excel Pakistan#NekiEkIbadat retains a similar theme and an adolescent protagonist, also keeping in line with Surf Excel’s broader message of ‘Stains are good’, or ‘Daag Ache Hai’ as it is promoted back in India.
The campaign video for #NekiEkIbadat shows Shahid, a young boy hurrying to wake up an elderly uncle for ‘Suhoor’, who appears to have missed the alarm because he wasn’t wearing his hearing aid. Shahid brings fresh dates and parathas for Salim chacha, completely soiling his clothes in the process.
Another well executed campaign from Surf Excel Pakistan this Ramadan, the brand has an opportunity to carve a legacy for themselves if they continue their association with the holy month of Ramadan.
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