Commercials celebrate generosity, kindness, family, and shared joy, capturing the holy month’s true spirit
Ramazan is more than just a month of fasting — it is a time for reflection, generosity, and spreading joy. Growing up, brands have found creative ways to capture the spirit of this sacred month, producing advertisements that go beyond marketing to touch our hearts. This year, as we break our fasts, a few new campaigns remind us that Ramazan is about sharing, kindness, and simple human connections. We also take a nostalgic trip down memory lane with some timeless classics that continue to resonate.
1. PepsiCo – “Khushi in a Box”
In a heartwarming story by PepsiCo, a young boy and his sister plan a surprise for their family’s Iftar gathering. Initially, being invited to bring something to an Iftar party being hosted by his friends, the little boy overhears his parents’ conversation about barely being able to manage groceries. Undeterred, he gathers a box of saved items and heads to the market. Despite not having enough money, his persistence pays off when PepsiCo encourages him: “Your smile is more than enough for it”.
At his iftar party, his friend confesses he was not able to manage as much as the young boy did, to which he replies that his smile is more than enough for it. The advertisement ends with the reminder that joy is not measured in quantity but in the love and effort behind the gesture. The campaign perfectly portrays the spirit of giving and emphasizes that smiles and thoughtfulness are the greatest gifts this Ramazan.
2. Nestlé – “Dil Se Manayein Ramazan”
Nestlé’s latest campaign beautifully touched on everyday family moments — grandparents kissing children, kids praying with their father, and shared meals, reminding us that Ramazan is a time to be grateful. From water and milk to essential ingredients for Iftar, Nestlé celebrates generosity across all communities, whether rich or poor, urban or rural.
The ad closes with the sentiment: “This Ramazan, be thankful for our Pakistan. Nestlé dil se banayein, Pakistan dil hai Pakistan.”
The ad is also accompanied by the soulful song, “Ye Hi Khuda Hai,” which further amplifies its emotional resonance.
3. Jamil Sweets – A Sweet Gesture
Jamil Sweets reminds us that the joy of Ramazan lies in sharing happiness. In their Instagram reel, young Ali plans a mischievous “mission” to take a sweet from the Iftar table, only to be gently corrected by his grandfather. When the time comes, Ali shares the sweet with a little boy helping in the kitchen instead of eating it himself.
This simple, tender moment drives home the ad’s message: “Khushiyaan ka asal maza sab ke chehron par muskurahat sajane mein hai.” It’s a gentle yet profound reflection on empathy and kindness during the holy month.
A Look Back: Old Ads That Still Touch Our Hearts
As more campaigns come out, some of them are still stuck on the classics that remain etched in memory from childhood Ramazan meals.
4. Shan Foods – Missing Home
Shan Foods has long captured the nostalgia of Ramazan, with ads reminding viewers of family, warmth, and the comfort of home-cooked meals. Their storytelling resonates across generations, evoking emotions of togetherness and the longing to be with loved ones during the holy month.
From watching this ad as kids to now as adults, we feel the exact emotions resonated within the commercial; the feeling of missing home, having long-distance relationships, going abroad to study, or even adjusting to married life. This ad teaches us that while our close ones might be far, Ramazan is built on the reminder of family, whether that means trying to recreate your mothers home cooked meals.
5. Surf Excel – The Spirit of “Madad-e-Ki-Ibadat”
To end off, Surf Excel’s campaigns have consistently blended social responsibility with emotional storytelling for as long as we can remember.
The brand exemplifies its message in this commercial with the slogan of #MadadEkiIbadat. A young boy lends a hand to an old man struggling to sell food on his broken cart. Despite being on his own path, the boy gathers samosey and jalebi into his white kurta, going around the market to help sell the items for Itfar.
At the end, his mom laughs at his dirty kurta. “Helping someone is an act of faith. And if your clothes get stained while helping someone, then stains are good”.
These campaigns, old and new, remind us that Ramazan is ultimately about the connections we foster and happiness we share. Whether through the generosity of children or the empathy of strangers, these stories celebrate the true essence of the holy month: love, kindness, compassion, and smiles that light up faces and hearts alike.
