Zain Group unveils 2015 Ramadan television commercial
Zain Group, a leading mobile telecom innovator in eight markets across the Middle East and Africa, unveiled its new advertising campaign for the holy month of Ramadan, based on a television commercial that spreads a message of love and generosity to those who need it most to make their world a wonderful one.
This year, Zain’s Ramadan campaign focuses on humanitarianism, aimed at bringing joy to children who have been robbed of their happiness and childhood due to their dire situation.Through this, the headline themes of the print campaign, “If you’re happy, we are happy”, “Dream so I can achieve”, and “Have a place in our hearts” came to life.
Ten famous Arab artists from countries that Zain operates in and one media personality shot the television commercial on location in a refugee camp in Jordan. Given the significant amount of instability across the region at this time, which has resulted in wide-scale displacement and suffering for large portions of the population, Zain felt compelled to produce a commercial that spoke about hope and the search for happiness even in times of struggle.
With lyrics to the song written by renowned Kuwaiti writer and lyricist, Hiba Hamada and music composed by popular Kuwaiti artist Bashar Al Shatti, the array of talent further showcases a greater sense of solidarity. The artists featured in the television commercial are: Ola Al Fares, a Jordanian journalist; Ahmad Al Jumairi from Bahrain; Waleed Al Shami from Iraq; Omar Al Abdallat from Jordan; Nawal Al Kuwaitiya and Bashar Al Shatti from Kuwait; Carole Samaha from Lebanon; Asma Al Munawwer from Morocco; Abadi Al Jawhar and QusaiKhodr from Saudi Arabia; and Kamal Al Turbass from Sudan.
The three minute-long commercial was unveiled on social media at the beginning of Ramadan, and received over 600,000views in twodays of its posting on Zain’s popular YouTube channel. In preparation of and in shooting the TVC, the production took almost two months and included Zain building permanent playgrounds and swimming pools in the refugee camp.
Commenting on the impactful commercial, 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 show that we stand amongst them, and are thinking about them at this profound time of year.”
The commercial reflects how important Corporate Social Responsibility efforts are to Zain, as they are part of the company’s strategic focus, and amongst other things, have been used to raise awareness of conflict zones within the Arab world. At the beginning of the latest television commercial Zain mentions that this effort is dedicated to the Arab world, with thoughts of compassion being sent out to all affected people.
To view Zain’s Ramadan 2015 television commercial, please visit: www.youtube.com/zain