Orange Egypt, founded back in 1998 and formerly known as Mobinil. It launched with a very strong brand proposition: “??????? ?? ?? ?????? which translates to “Cell phones to everyone”. This helped the brand in building a special emotional connection with Egyptians as it literally made mobile phones attainable to everyone and bundled them with prepaid plans for the first time in the market to suit the purchasing power of mass Egyptians.

Orange has inherited this special connection and has always been successful in maintaining being perceived as the locally relevant brand.

This was achieved through successive Ramadan campaigns that touched Egyptians hearts by addressing various and unique relevant insights during Ramadan and other times of the year, leading to a spillover effect of brand love from Arab audience across other countries in the region as well.

Our music video revolves around vignettes of all the tiny details that make Ramadan in Egypt special. The tiny details that make it the ‘go to’ place in the Arab world.

And by bringing in one of the region’s most famous singers, who isn’t even Egyptian, to sing praises about these tiny details - we succeeded in making a dead holiday destination / season as alive and kicking.

The film showcases people from various Egyptian communities enjoying their warm Ramadan routines while emphasizing on details including the incredible lantern lighting shows, the card games, the super synchronized prayers, the intense food, the late night gatherings, the handmade cloths, the music, and everything else in between.

So yeah... Ramadan in Egypt is something special