Brands using CSR for reinforcement
Though all the brands have come up with their different and unique ideas, the message is somewhat same – to do good and help others in this holy month.
Not only do we see special transmissions and shows on television for the month of Ramzan, there is more and more competition in the advertising industry too as the month approaches. While television enterprises produce special Ramzan transmissions, the top brands also come up with their special Ramzan Television commercials (TVCs) incorporating unique and engaging ideas to either promote their brand or reinforce it.
Another important element related with the Ramzan TVCs is the idea of Corporate Social Responsibility (CSR). The brands that ask the target markets to buy them for their features the rest of the year, ask people to buy them for a ‘good cause’ this month and so we can see various CSR campaigns by various leading brands this Ramzan.
Pepsi – Litre of Light
Pepsi continues with its Litre of Light campaign this year too after last year’s success. The three-minute ad by Pepsi focuses on the areas devoid of electricity and how the bottles of Pepsi with a bulb in it help light the way in the darkness of the area. The emotional ad starring Nauman Ijaz, Mansha Pasha and a child actress calls for the people to help Pepsi pave the way to a brighter future for Pakistan with its bottle or ‘Litre of Light’.
This is different because here it is not asking people to buy it to remove the thirst or feel refreshed. Here it asks the people to buy Pepsi to help them illuminate the lives of millions of Pakistanis still living in darkness as each bottle of Pepsi people buy helps brighten up homes.
The message ‘Aao roshni phelaein (Let’s spread the light far and beyond)’ is strong and has received much appreciation. Recently, Pepsi also held an event to present the ‘Stories of Light’ – a compilation of lives impacted through the #PepsiLiterofLight initiative.
The CSR campaign is going successful so far. Let’s see if the brand has to make any special discount offer for Eid or will continue with the present campaign.
Coke – Bottle of Change
The Coke-Pepsi war continues in Ramzan too but the brands have interesting and emotional messages to sell. While Pepsi continues with its ‘Litre of Light’ campaign, Coke has come up with its campaign to donate for the Edhi Foundation through its ‘Bottle of Change’.
Great philanthropist Abdul Sattar Edhi passed away in Ramzan last year and since then the Edhi Foundation is facing a lack of donations, now run by Faisal Edhi. So Coke has come forward to keep Edhi’s cause alive by increasing the donations.
The ad includes people from different walks of life, including actors and celebrities to a normal student, with the message ‘Aao jama karein (Let’s collect)’ for the poor, homeless, suppressed or for any emergent situation. The ad uses celebrity endorsements of Nadeem Baig, Kashif Abbasi, Mikaal Zulfiqar, Ali Sethi, Maya Ali and Mahira Khan asking people to buy Coke’s Bottle of Change as it would double the money and donate it to Edhi foundation. Coke also continues to share messages by other celebrities to promote its Bottle of Change campaign on its social media pages.
Moreover, the brand has also came back with its new ‘Maza Har Lamhe Ka (joy of every moment)’ TVC with respect to Ramzan. The new TVC shows the story of a worker/waiter at a small roadside food place who could not save the food for himself. Meanwhile, a small girl is interestingly watching his activities and at the end, she along with her parents offers him food and Coke. This new ad also has an emotional message of doing things for those this Ramzan, who do it for others all the time with their complete heart.
Surf Excel – Others before self
Interestingly, Surf Excel, a washing powder, which has nothing to do with Ramzan or the food and beverages used in Ramzan, has this year again come up with a beautiful ad having an emotional message that ‘helping is worship’.
After last year’s #MadadEkIbadat campaign, Surf Excel has this year used the idea of #NekiEkIbadat. The ad shows the selfless act of little Shahid who helps his neighbour uncle wear his hearing aid to wake up in time for Sehri but get his clothes dirty in the process.
This ad aims to make people appreciate the true spirit of Ramzan by doing such little deeds of kindness to help others no matter how tough the process may be. Hence the ‘others before self’ and ‘dirt is good’ campaign gives a strong message and successfully triggers the emotional side of the consumers.
Jam e Shirin – Goodness within
Finally let’s talk about Jam-e-Shirin that has no competition with either Pepsi or Coke in the month of Ramzan and is the favourite drink of the many during Iftar time. Though the brand has never come up with any such advertising campaigns, this year it is producing good TVCs along with a social media campaign to promote the brand.
The ad revolves around the story of a taxi driver who drops a passenger during rush hour and just when he himself reaches his house for Iftar, he realises that the woman had forgot her grocery bag in the car. The driver showing a gesture of goodness goes to return the things while the woman offers him Iftari in return, that includes a glass Jam-e-Shirin. The ad successfully gives the message that the basic goodness is in all of us, we just need to bring it out which is the real spirit of Ramzan. In another ad, the brand gives the message of controlling the anger before it controls you as it is hot and the fasts are tough.
Though all the brands have come up with their different and unique ideas, the message is somewhat same – to do good and help others in this holy month. While we miss the good Ramzan TVCs by other brands like Olpers and cooking oils, these brands are successfully using their CSR campaigns and ESPs to sell their products which otherwise are sold through the basic ads asking to buy them for their benefits.
