Pepsi has launched a campaign ahead of the holy month of Ramzan in Pakistan that is understood to be the biggest ever on prime time television.
The Pepsi Ramzan Campaign, which encourages Pakistanis to deliver eco-friendly lighting made out of empty Pepsi bottles to underprivileged communities, is to air simultaneously on 55 satellite and terrestrial TV channels through the prime-time slot of 6pm to 9pm slot – a first for Pakistan advertising. Media buying was through Mindshare.
Created by Walter, which is part of the J. Walter Thompson network, the Pepsi Ramzan Campaign centres on Pepsi donating one rupee for every bottle bought towards a movement to bring an end to darkness across the country.
The Pepsi Ramzan Campaign features local celebrities Hamza Ali Abbasi, Sanam Saeed, Syra Shahroz and Azzfar Rehman and the voice of Pakistani Sufi musician Abida Parveen, who sings the campaign theme song.
Asma Nabeel, chief creative officer at Walter, said: “We aimed to create a heartwarming, feel-good campaign to establish an instant emotional bond with the consumers so they’d want to watch it again and again, and hopefully, be motivated to become part of the Liter of Light cause. Ramadan is a month of warmth, compassion and blessings, and with this campaign, we sought to create a natural and emotional fit with the brand, elevating it to stand for something bigger during this holy month.”
Mindshare has done many such roadblock campaigns in Indian TV market for many of its Brands and now attempted a similar efforts in Pakistani TV market for the first time.