What if your daily iftar reminder came from 7-Eleven?

Rooted in a simple yet universal habit observed by Muslims during Ramadan —checking the time each day to break fast— 7-Eleven Malaysia has found a creative way to connect with this daily ritual.

Its latest campaign, “IF7AR O’Clock”, developed in partnership with TBWA Malaysia, turns this everyday moment into an opportunity to reinforce the brand’s role as a convenient, reliable companion throughout the holy month.

Running throughout the month of Ramadan under its broader Raya platform “Kemeriahan lebih berbaloi dengan 7-Eleven” ('Festivities made more worth it with 7-Eleven'), instead of advertising around that moment, the brand inserts itself directly into it by transforming the brand’s iconic logo into a functional tool by displaying the actual time of iftar (the time to break fast). 

Don't miss: TikTok Shop is looking to make Ramadan and Raya shopping fun again

The campaign is rolled out across out-of-home (OOH) and social media, featuring visuals of 7-Eleven storefront signages where the numbers in the logo reflect the exact buka puasa timing for specific locations. To ground the executions in reality, the visuals incorporate real photographs of 7-Eleven outlets across different states.

Additionally, media visibility for the campaign’s OOH display at KL Sentral, was supported by 3Thirds Inc., Unravel Media, and Lobak Merah, out of goodwill for the Ramadan month.

This localised approach reflects the slight variations in iftar timings nationwide, ensuring the campaign feels contextual and relevant rather than relying on a single national time.

Beyond the creative execution, the campaign also ties back to 7-Eleven’s role during Ramadan, where convenience becomes increasingly important. From sahur (pre-dawn meal) to iftar and moreh (supper after prayers), the retailer positions itself as a go-to stop through offerings such as 7Savers, 7Meals and CAFé by 7-Eleven, catering to different needs throughout the day.

Explaining the creative thinking behind the idea, Mo Nazmi Ahmad, creative director at TBWA Malaysia, told A+M: “It started with a simple observation: during Ramadan, everyone checks the time of iftar. At the same time, the 7-Eleven logo already contains numbers."

He shared that from there, an idea sparked: "What if those numbers could actually become the time people were waiting for?" According to Mo, the team recreated storefront visuals where the logo displays the exact iftar time for each day and location, effectively turning one of the brand’s most recognisable assets into something immediately useful.

A 7-Eleven spokesperson also shared with A+M that the campaign aims to reinforce the brand’s presence in a meaningful daily moment.

“Ramadan is a time of togetherness and shared moments, especially around iftar. Through this campaign, 7-Eleven positions itself as a brand that is present in that everyday moment, while offering convenient and affordable options for Malaysians preparing to break fast,” the spokesperson said.

Rather than competing for attention, “IF7AR O’Clock” opts for a simpler, more contextual approach, embedding 7-Eleven into a ritual experienced by millions every day, underscoring its role as a reliable and convenient companion throughout the Ramadan period.

Another brand breaking the Ramadan advertising mould this year, is Marrybrown, which leaned into grainy black and white scenes to channel Malaysian nostalgia with the launch of its “Santapan Ramadan” ('A Ramadan meal') campaign.

The campaign introduces the brand’s new festive menu item, 'MB Nasi berempah' (spiced rice), through a digital film that pays tribute to legendary Malaysian filmmaker, actor and composer P. Ramlee.

Be part of #Content360 Malaysia, 13 May 2026, where creativity and community collide. Explore how AI-powered imagination, culturally resonant storytelling, and platform-savvy strategies are shaping the future of content. Gain practical insights, discover new tactics, and learn how the region’s top creators and brands are crafting campaigns that truly resonate.

Related articles: 
How Tropicana Twister is turning everyday kindness into lasting change this Ramadan 
Marrybrown channels P. Ramlee magic in new Ramadan campaign 
PLUS swaps traffic talk for tenderness this Ramadan