The Hits and

Misses Of
Ramzan 2022
Maheen Iqbal (20F-0023)
 By shahrezad samiuddin
Published in Mar-Apr 2022

"Concepts are more effective when the audience can see itself in the situations doing what
the characters are doing“

Any Ramzan advertising worth its salt usually leaves you feeling tears prickling in the corner of your eyes and
tugs at the heartstrings. This year, brands began the race to tell the most emotional and moving story to
capture the essence of the holy season.
 SIUT Ramadan Appeal
SIUT
The Sindh Institute of Urology & Transplantation (SIUT) is a dialysis & kidney transplant
center located in Pakistan. SIUT is provide the best healthcare without discrimination. Healthcare
service delivery should be of highest quality and provided free of cost, with respect and dignity.
The TVC took inspiration from the true story of a man
who single-mindedly contributed
Rs 1.5 every month to SIUT since its inception.
KFC’s
#sharingfeelsgood
 is the other campaign that deserves an
unconditional shout-out.
KFC hits the spot by being relatable and
relevant in a culture where house staff is
often left watching from the sidelines while
employers enjoy iftar at restaurants.
Surf Excel’s
#NekiNahiRukegi

Over the years, Surf Excel’s Ramzan

campaigns have become the yardstick for
campaigns in the holy month. And they have
been consistent.
ADVERTISING
CAMPAIGN 2
Summary
A word to marketers trying to produce out-of-the-box concepts: It’s great that you try. Please keep it
simple and relatable. Concepts are more effective when the audience can see itself in the situations
doing what the characters are doing. A simple and relatable concept will do most of the heavy lifting for
an emotional feel-good campaign and you won’t have to resort to engaging supermodels and an army of
sick kids to make it work.   Shahrazad Samiuddin works in communications and is an agony aunt.