LOOK Top 4 best Ramadan TVCs

The fasting month is the season for brands to aptly portray themselves in meaningful and impactful ways, be it through family values or the act of kindness. Here’s our pick for some of the best Ramadan ads this year, in order:

1. Maxis

maxis2 maxis1 There’s nothing as heart-warming as a child’s innocence. After a successful run with last year’s Ramadan TVC series, which featured children with charming and funny answers, Maxis continues using the concept this year with the “Sesuci Ramadan, Semurni Syawal” integrated campaign. In the first half of the campaign, three 90-second videos were released, with them being promoted on online banners, Maxis official Facebook, Twitter hashtag #rayasepatutnya and QR codes on the print ads. “We want to send out an optimistic message about Ramadan through these lighthearted videos by demonstrating that children are as pure as Ramadan and Syawal,” said Mei Cheong, head of communications at Maxis. During the conceptualisation stage of last year’s campaign, Maxis observed that children’s behaviour naturally and innocently reflect values such as kecekalan (perseverance),keprihatinan (kindheartedness) and bonding (silaturrahim). Nora Ismail, senior copywriter for this campaign, said the interesting part of producing the ads was the candidness. “Everything was real. None of the children knew each other at all. They had no clue there were cameras recording them which allowed them to react naturally,” added Ismail. TVCs featuring children are common and sweet but without a script, it is a winning formula to touch the hearts of many. A+M was also informed that Maxis’ Raya ad called “Switch Off” will be launched some time this week. Creative : McCann Erickson Media : Mindshare   2. Samsung Samsung1Samsung2 In Samsung’s first foray into brand convergent festive marketing, instead of tactical promotions during Raya, the brand highlights the importance of family togetherness. This year, Samsung tackles one of the most common problems during festive seasons in Malaysia – children who sacrifice family time in pursuit of careers in the city. “We are bringing families in Malaysia together to create new memories through family portraits and also to gain affinity with the Malay consumers while reinforcing Samsung as a brand that brings everyone together this Hari Raya,” said Kwon Jae Hoon, managing director, Samsung Malaysia Electronics. The campaign runs from 8 July to 15 August 2013 and comprises TVCs, print ads, radio ads, digital and social media with the hashtag #PortraitsOfRaya. South Korea-based Samsung has come a long way and this ad clearly demonstrates it understands the Malaysian culture and society. Creative : Cheil Worldwide Media : Starcom   3. Petronas Petronas2 Petronas1 Petronas has, over the years, raised the benchmark for festive ads and this year, the brand has done it again with an eight-minute web film and one-minute commercial entitled “Jahit”, which airs from 26 July until 18 August 2013. It revolves around a hardworking single mother Aishah, owner of a small tailor shop, and her equally diligent teenage daughter Awin. The underlying message of the TVC is “Kudrat membawa berkat”, which emphasises the importance of diligence and perseverance, which are in line with the spirit of Petronas’ employees in striving for new solutions and pushing boundaries for growth. Shot in Behrang, Perak, the TVC is also available on Petronas’ official YouTube channel and has more than 297,833 hits thus far, gaining positive responses from viewers. Creative : DNA Communications Media : Zenith   4. Coca-Cola Coke1Coke2 Cola-Cola’s quest to share happiness with consumers is shown in this 45-second ad, as a continuation from last year’s campaign. “The campaign idea came about from the insights that during Ramadan, we are encouraged to be a better person. Hence we want to inspire the community to spread the act of kindness to others,” said Yvette Lim, group IMCA manager, Coca-Cola Malaysia and Singapore. It is part of a regional campaign which has been locally adapted via thematic TVC and POSM key visuals. In Malaysia, the agencies developed additional radio ads to reach a broader audience, mainly mothers, in order to inspire them to “Sebarkan Semangat Ramadan” (spread the spirit of Ramadan) to the community. The insights gathered showed that during Ramadan, a mother’s role as the one that holds the family together becomes all the more important. She holds the main responsibility of preparing Sahur and Iftar (break fast) for the family. Another huge component of the campaign is the activation partnership with Hot FM. Listeners need to nominate a working mom or woman they want to share the Ramadan spirit with, who deserve a day’s break from cooking Iftar meal. The winners will win an exclusive Coca-Cola mangkuk tingkat (tiffin) filled with a delicious meal paired with an ice-cold Coca-Cola. The nationwide campaign runs throughout the Ramadan month via radio ads, activation, on air and digital contest on Coca-Cola Facebook page, which are locally developed. To top it off, McCann Indonesia roped in popular Indonesian band called Nidji, which is equally known in Malaysia for the “Cahaya Ramadan” soundtrack, to create the soundtrack for this TVC. Creative : McCann Indonesia Activation : OgilvyAction Media : MediaCom

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