Ramazan ads that made a splash
For most people, Ramazan slows down the pace of life. The working days are shorter and generally the month is about cleansing mind, body and spirit. The world of advertising, however, knows no such thing. Work intensifies in the weeks leading up to Ramazan as clients gear up to ready their seasonal campaigns.
Ramazan is to Pakistan what the Super Bowl is to the US. Costs per spot skyrocket and everyone tries their hardest to put their best foot forward and make sure theirs is the most emotionally moving campaign; the one that truly ‘captures the spirit of Ramazan’.
Everyone is on a quest to create the great ad which will make us hear voices sing from the heavens. We all love to talk about ‘good advertising’. Everyone does. Agency people, clients in boardrooms and digital peeps at chai stations. But what is ‘good advertising’? Is ‘good advertising’ effective? Or is only effective advertising ‘good’?
Just as with the Super Bowl, a lot of brands use the month of Ramazan to relaunch. Traditionally, this has been limited to brands in the food and beverage category, but this year we have seen a few technology brands jump into the mix. As I write this, it’s way too early for brands to ascertain the effectiveness of their Ramazan or relaunch campaigns, but here’s a quick review anyway...