BlueBand reframes Ramadan fasting with a spoonful of kindness in SEA push

BlueBand has rolled out a new Ramadan campaign across Indonesia and Malaysia that invites families to look beyond physical nourishment and consider what it truly means to be “full” during the holy month.

Developed by McCann Singapore, the nationwide campaign centres on a simple but resonant device: the spoon. While empty of food from dawn to dusk during fasting hours, the spoon becomes a metaphor for care, charity and devotion - values that define Ramadan beyond mealtimes.

The hero film, broadcast nationally in both markets, follows a young girl named Putri, who cannot fill her spoon with food during fasting and instead fills it with good deeds. Drawing energy from meals prepared with BlueBand, Putri helps pack food and goodie bags for those in need and supports her mother in preparing iftar, reframing fasting as an act infused with generosity and purpose.

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The film also introduces BlueBand’s limited-edition Ramadan packaging, tied to the brand’s renewed promise of “Mighty from inside/Hebat dari dalam”. The refreshed positioning highlights the nutrition of BlueBand’s recently reformulated product, reinforcing its role in supporting children’s growth while remaining rooted in familiar taste.

Beyond television, the campaign extends into digital through an activation titled “Night of power”, designed to engage children and families throughout Ramadan. Using a spoon-shaped “Add Yours” template on Instagram and TikTok, participants are encouraged to share photos and videos of how they “fill their spoons” with good deeds - from helping at home to acts of charity - while organically integrating BlueBand into everyday Ramadan moments.

Syed Waqas Azhar, Flora Group global brand director, said the campaign reflects BlueBand’s long-standing focus on both nutrition and values. “Everything we do with BlueBand is rooted in nutrition essential for the growth of children with the taste known to and loved by generations. When it comes to children we believe in holistic growth. Ramadan presents an opportunity to not only drive awareness around the essential omegas but also the goodness and values across cultures. This Ramadan campaign strikes the balance in a beautiful way, bringing together BlueBand’s role in nourishing growing bodies with the spiritual and emotional ‘fullness’ that defines the holy month,” he said.

The work builds on BlueBand’s six-year creative partnership with the McCann network in Singapore, which began under MullenLowe Singapore and marked a shift from product-led messaging towards a purpose-driven platform focused on making growth accessible to every child.

Shaifali Dayal, global business director at McCann Singapore, said the campaign was designed to move beyond the usual visual cues associated with Ramadan. “We have been strategic and creative partners with BlueBand for the last six years. Our latest campaign is rooted in BlueBand’s purpose of supporting healthy growth while tapping into cultural moments such as Ramadan, where helps our message connect with people through the lens of family, faith and generosity,” she said.

“Using the spoon as a creative device, we wanted to move beyond the common associations of Ramadan with fasting and allow the spoon to reflect the deeper meaning of Ramadan: putting others first. By nourishing families, BlueBand becomes a part of what truly matters during the holy month, cementing its role as an essential ingredient at the table and a trusted companion helping goodness flow beyond the table,” Dayal added.

The campaign launches as McCann Singapore operates as a unified creative agency following Omnicom’s acquisition of Interpublic, with MullenLowe Singapore’s long-standing relationship with BlueBand continuing under the McCann banner.

The Ramadan films are available in multiple formats, ranging from 15 seconds to a three-minute cut, supported by high-reach broadcast and social-first activations designed to embed the brand within the cultural rhythm of the holy month.

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