Egyptian Ramadan ads are generally as significant as mosalsalat (TV series), and typically take the form of enticing lyrics and songs. Throughout Ramadan, the never-ending flow of mosalsalat is only broken by brief, yet frequent, commercial intervals.
Advertisements have featured in high-budgets, opulent sets, and all-star artists in recent years, but it was the warm and familiar songs—those that soak into human emotions—that inspired and reminded viewers of the beauty of simplicity and thankfulness, according to Egyptian Streets website.
People have experienced hardship as a result of the worldwide economic situation. The Egyptian pound recently depreciated, and terror became the dominant sentiment among Egyptians. Coping with the economic crisis has become a tough task as the prices of all products and services rise and the Egyptian pound diminishes in value.
Economic crises, according to the World Health Organization, are periods of significant danger to the mental well-being of the public, the people impacted, and families. As a result, advertising promoting expenditure on luxury services and products would have been insensitive during Ramadan, a month that emphasizes simplicity and patience.
This Ramadan, a few Ramadan ads have acted as a source of encouragement, inspiration, and support to viewers—here are some of the ads that came with a distinct message during this month of fasting.
Below are top 3 Ramadan Ads that instilled hope in the time of adversity:
Orange — ‘Bab Rizk’
The mobile network This Ramadan, Orange not only released a heartwarming song, but also launched the Bab Rizk (Doors of Livelihood) initiative to assist individuals with their small enterprises. The song’s core message, as sung by Emirati artist Hussein Al-Jasmi, is that hard labour is always repaid by God.
The song and commercial serve as a tribute to hustlers: single moms, job-seeking teenagers, and small company entrepreneurs with huge dreams. It acts as a subtle reminder to strive for the best regardless of the circumstances.
Vodafone – ‘Shokran men Hena Le Bokra
It is imperative to seek the assistance of loved ones during times of hardship and uncertainty. Vodafone’s commercial reminds us of the importance of steadfast love. Mo Salah and his wife Magi also make an appearance in the advert: showing how Magi believed in Mo Salah from the beginning and supported him through all of his life’s stages.
The song ‘Shokran Men Hena Le Bokra’ (Thank You from Here until Tomorrow) is sung by Amr Diab and is guaranteed to make viewers teary-eyed.
Etisalat – ‘Sabeq B Keteer’
Etisalat, a telecom firm, demonstrated to viewers how a person is their own competitor. The goal behind the advertisement was to highlight that sometimes the only person standing in the way of success is the person one sees in the mirror, which is why individuals must continually challenge themselves to become the greatest version of themselves.
The advertisement showcases some of Egypt’s most inspiring people, including singer Wegz, squash champion Nour El Tayeb, musician and composer Omar Khairat, and actor Khaled El Nabawy.
