The Concept

The concept for the campaign was rooted in the core values of Ramadan: sharing, giving, and honoring traditions. Rather than focusing on product features or fashion trends, the creative team decided to tell a story that would resonate with the target audience on a deeper level. The idea was to showcase the enduring value of family, tradition, and the care that younger generations have for elders.

The Creative Execution

The creative execution involved creating an ad film that told a heartwarming story and further creative adaptations. The narrative focused on a younger generation’s love and respect for their elders, emphasizing the importance of bonds, good values and traditions.

By choosing a narrative-driven approach, the campaign aimed to evoke emotions and create a lasting impression on the audience. The creative team consciously avoided the typical product-centric approach often seen in Ramadan campaigns, opting instead for a more meaningful and authentic message.

The Result

The campaign was a resounding success. The emotional connection established with the audience helped to elevate Zeenath’s brand image and reinforce its position as a trusted and respected textile shop.

By focusing on brand building rather than direct sales, the campaign achieved its objective of increasing brand recall and strengthening Zeenath’s reputation. The campaign’s success can be attributed to its unique approach, which tapped into the emotional resonance of Ramadan and the enduring values of family and tradition.