Through this initiative, we went beyond the outward manifestations of Ramazan like praying, fasting and eating, to its inner true meaning of helping others. Ramazan celebrates helpfulness and good intentions, beautifully called NIYAT in Urdu.

Interestingly children, especially in today’s modern times, participate rather mechanically in these rituals, without fully understanding the depth of wisdom which goes behind them.

While mothers do their best to educate them, they would welcome outside help in this regard, especially if rendered in an engaging story like manner - something always likely to elicit a child’s attention.

This line of thought we felt, would find emotional resonance during a divine time for purity.

‘Dirt is good’ if it can help children understand the true meaning of Ramazan.

This inspiring message, extremely synergistic with the brand’s core promise and expertise, would be broadcast across the large Islamic populations in Pakistan, India & the UAE.

The initiative was given the inspiring social media handle #MadadEkIbadat, meaning ‘helping someone is an act of faith’.

The online film told a warm story of how three children selflessly help an old man getting their clothes soiled in the process. This was released on the brand’s facebook and twitter channels and on YOUTUBE (public domain).

This was followed by several posts on facebook and twitter handles to encourage audiences to demonstrate acts of kindness towards strangers.

The music of the video became hugely popular and audiences were pleased when we released a downloadable ringtone of the same.

We also created a full-fledged video for Eid, sung by the popular Sufi singer Javed Bashir; and ran it on social media, TV (music channels), radio and music download apps.

Through these initiatives over a month, we were able to seed our message in the consciousness of a large Islamic audience.

Please refer to RamzanResults.pptx for detailed graphs in the Supporting Content section

BREAKING DIGITAL RECORDS:

Unilever’s most VIRAL film ever (highest share rate).

HUL’s most viewed digital film (26 million views globally).

Pakistan’s most viewed branded film.

BREAKING INDUSTRY DIGITAL BENCHMARKS:

As compared to industry benchmarks;

Engagement rate: 20X higher

Completion rate: 10X higher

Organic Views: 16X higher

BREAKING BUSINESS RESULTS:

Pakistan-

80% Purchase intent.

Jump in Brand Equity.

Exceptional Campaign ROI 338%

Growth 130% faster than the market.

India-

+840 bps jump in BE amongst Muslim consumers.

Market share increased by 23%; sales growth 26%

UAE-

Market share increased by 77%, sales growth 6%

BREAKING NATIONAL BORDERS:

Free PR of value USD 346,000

Pakistan: Free airing on 11 TV channels, Free PR coverage on 6 TV channels & 2 free in-show integrations

Broke the GUINNESS WORLD RECORD, UAE for largest collection of donated clothes

All in just 30 DAYS!

The consumer across India, Pakistan and UAE, though different in some, was remarkably similar in many important ways. In all 3 countries, the brand was talking to urban, middle and upper middle class mothers with young children.

The focus of these mothers was the proper upbringing of their children. She wanted her children to experience life and develop strong characters, something which she felt the present education system was not endowing them with.

The brand empathized with her predicament and endeavored to help her in one aspect; of letting her children get ‘down and dusty’ with the excitement and business of daily life, without the fear of getting their clothes dirty.

We chose digital media as the primary platform, to give it a universal reach beyond borders and help avoid the high cost of Television spots. It would also make the entire effort a lot more conversational & participative.

Muslims are a large and fast growing demographic. Unfortunately the world’s perception of Islam has been tainted by terrorism. The escapades of a few had cast a shadow over an entire community.

Marketers shied away from associating with it. Global brands rarely showed an understanding of Islamic life in their advertising.

The month of Ramazan offered a perfectly auspicious opportunity for Surf Excel to increase brand affinity with this community and to shine a positive light on them.

The objective was to initiate a new conversation around the brand, which would hopefully build new bonds, and cement the relationship of the brand with people of the Islamic faith.

The aim was to touch upon many facets which encompass all that is ‘good’ in Islamic society; the power of religious faith in inspiring altruistic behavior, and a spirit of camaraderie.

Surf Excel was to take on the challenge of brightening perception.