Zain Group unveiled its new advertising campaign for the Holy Month of Ramadan, based on a television commercial that looks back to the “good old days” and spreads a universal message of peace to the region.
The 90 second commercial poses the question, “What’s the purpose of having everything except peace?” and was unveiled on social media at the beginning of Ramadan, and received over four million views within five days of its posting on Zain’s YouTube channel.
Filming took place in an idyllic rural setting in Sri Lanka, reflecting people living in the past, doing things that today’s technology has since made obsolete.
Scott Gegenheimer, Zain Group CEO said, “Every year the Holy Month of Ramadan offers us a chance to reinforce our credentials as a company whose history and future is tied closely to this region. At a time when there is so much turmoil and insecurity for so many of our citizens, it is necessary for Zain to promote the strong message of peace and we are sure that once again, the Zain Ramadan TVC will have an impact and make many people to reflect and ask and answer the questions we raise.“
The main hero in the commercial is the renowned Moroccan artist Saad Lamjarred, who happens to be the highest viewed artist in the Arab world with his videos having totaled over 330 million views on YouTube, and who has also broken the Guinness world record for reaching 100 million YouTube views in under three months across the region. Also featured in the commercial is Indian child superstar, Harshaali Malhotra, who has gained massive popularity after co-staring with renowned artist Salman Khan in the famous Indian film Bajrangi Bhaijaan.