Ramzan ads have a way of capturing the season’s spirit – sometimes by making us laugh, sometimes by making us cry, and sometimes by making us wonder who thought of them or if a food combination was a good idea. This year’s line-up is a mix of heartwarming moments and a few unexpected surprises. Here’s a breakdown of the most memorable ones.

Foodpanda – Sambhal Le Ga

Foodpanda’s ad is what happens when old-school Bollywood (surely it is not Lollywood in the thirties) melodrama meets modern-day efficiency. One daughter, clearly embracing her inner thirties ki Noorjehan, dramatically sings her food order from the balcony, while her sister, rolling her eyes, silently taps her phone and gets it done. The message? Why waste energy on theatrics when a few clicks will do the job? The humour is cheeky, the contrast is sharp, and the ad perfectly captures the divide between the dramatic and the digital. The operatic ordering is so over-the-top that it might just convince some of us to sing their next order from the balcony.

Fast Cables – Bina Bataey, Bina Jataey, Sath Nibhaein!

Fast Cables is here to make sure your sehri is served with a side of tears. Dr Nadia rushes off to work at sehri, leaving a note for her husband, Farhan. Just when we think it’s a classic “wife forgets husband” scenario – bam! He’s in a wheelchair. But before we can sink too deep into sadness, the neighbours –unsung Ramzan heroes – step in with sehri. Meanwhile, Farhan reassures Nadia that he is being looked out for: “Bina bataye, bina jataye, saath nibhaye.” The message is apt and fits Nadia and Farhan’s dynamic, the neighbours delivering sehri and it is also the tagline. Still, you can’t help but wonder – was the dramatic reveal of the wheelchair a little too sudden? Maybe. But it got us emotional, so mission accomplished.

KFC – Sajao Iftar Ki Baithak

KFC serves up an iftar ad that’s equal parts heartwarming and hunger-inducing. A father and son sit down for iftar, but their excitement dims when Dr Urooj – sister, daughter, real-life superhero – calls to say she’s stuck at the hospital. The brother sulks, but his dad wisely reminds him that some people have duties at iftar too. Then, a moment of realisation – he notices a traffic policeman still working and, in a beautiful gesture, invites him to join their meal. Meanwhile, at the hospital, complete strangers invite Dr Urooj to iftar. Both are, of course, serving KFC in case you were wondering. It’s a powerful reminder that kindness and community define Ramzan. The message is clear, the storytelling is simple, and best of all, there’s no unnecessary melodrama.

Knorr – Refresh Karo Iftar

Knorr’s ad is pure foodie rebellion. Traditionalists look on in horror as the younger generation reinvents iftar with Knorr products – chana chaat gets an extreme crunch with fried noodles, khajoor takes a daring dive into chilli garlic sauce, and the lemonade is hijacked by a chatpata masala. The elders are horrified. The message? Refresh, experiment, and scandalise your family while you’re at it. Sure, some of these food combos sound illegal, but isn’t that the beauty of innovation? Love it or hate it, this ad fully embraces the idea that food is meant to evolve. Khajoor and chilli garlic sauce? Even I need a minute to process that one… in the blender.

Peek Freans Sooper – Dil Se Yaqeen Ki Seedhi Saadi Khushi Hai

Peek Freans Sooper delivers an ad as sweet as their biscuits. They roped in actor Hamza Ali Abbasi for this one. He plays a father questioning his foray into entrepreneurship while his daughter, in the purest display of faith, writes a letter to Allah asking for help. Her innocent search for “Allah ka yaar” is enough to make even the most cynical viewer tear up, and when her father finally gets the long-awaited order, the emotional payoff is real. Predictable? Yes. A little too direct? Also yes. But effective? Absolutely. Faith, family, and Sooper sticks to what it knows, and it works.

Shangrila – Shangrila Ramzan!

Shangrila once again proves that you don’t need faces to give a powerful message. This ad, driven entirely by visuals of hands – setting the iftar table, passing food, lifting hands for dua – forces the viewer to focus on the message rather than the people. It starts as expected, with a voiceover praising Shangrila’s sauces (because obviously, no meal is complete without them), but then takes a turn: what’s truly essential in Ramzan? The spirit of giving. It urges viewers to share iftar beyond their own homes, reinforcing the idea that generosity is the real star of the season. The simplicity is refreshing, but one has to wonder – could the impact have been even stronger with a more unexpected angle? Either way, Shangrila keeps it elegant and meaningful.

Shahrezad Samiuddin works in communications and is an agony aunt. shahrezadsamiuddin@hotmail.com