Ramzan usually provides a good opportunity for brands and their marketing teams. Ads rolled out during this time try to tug at emotional strings to create poignant connections with their audiences, and audiences are most likely to see plenty of ads centring around topics that evoke tear-jerking emotions. With a few exceptions…

Brighto Paints launched a DVC for the first time during Ramzan, and quite possibly the most notable aspect of it was how it steered away from the conventional heavy heart narrative, choosing instead to introduce a light-hearted, humorous tone. It was refreshing to see something other than the usual over the top, emotionally loaded commercials that have become repetitive and monotonous.

The DVC (starring Affan Waheed and Sabeena Farooq), is a continuation of a previous one launched in January and featured the same couple at odds with one another in a similar humorous outline. The conceptualisation for the DVC took place in-house and was brought to life by TSFA Creative Solutions.

According to Ali Khan, Marketing Manager, Brighto Paints, the objective was to bring to the fore the fact that women are now taking more control in decisions that go beyond simple household matters. In this case, the insight is that while husbands (who spend more time out of the home) always try to go for the cheaper paint option, women care more about the house and its appearance. Thus we see the housewife advocating for a better paint job that is not only long-lasting but also enhances their living spaces.

Highlighting this ‘power’ shift in modern households, the DVC takes a humorous approach, without focussing unduly on the product itself. This was a deliberate move by the Brighto team, who wanted to focus on “family and its way of life.”

Launching a commercial during Ramzan can, says Khan, be a bit difficult as “the paint industry is a tricky industry” to navigate during this time, “because to paint, one has to disturb the whole house.” Hence, he says, aggressive product-centric commercials would not have been as effective as a DVC that makes emphasis on the product secondary. The focus here is the entertaining storyline and the effectiveness of the paint job when praised by guests. In Khan’s words, Brighto Paints as a growing player in Pakistan’s paint industry wanted “to ignite family culture by bringing their daily lives into the limelight.”

Given that the paint industry is projecting almost $2.33 billion in 2025 (Statista 2025), it was important for Brighto to establish a strong marketing presence. In Khan’s opinion, the generational shift has marked a change in the way advertising is perceived, and the goal was to move away from strict product functionality. According to Khan, both DVCs have made a mark on digital streaming platforms, garnering approximately 72 million streams on TikTok alone, as well as a two-fold increase in followers on the platform. “I wasn’t expecting that there would be so many people on our social media, during Ramzan”, says Khan.

Following on this success, Brighto is mapping out its next moves. Believing this to be proof that effective marketing can be achieved digitally, the company now aims to produce more content to maintain, if not increase, their digital presence by venturing in different directions with their content. “Social platforms have different requirements and they always want new things” concludes Khan.