The holy month of Ramadan brings out the best of brands in some markets. While an insightful Coca-Cola sans label, urging people not to label others, went live in the Middle East, a film from Pakistan is tugging at heartstrings the world over.
This piece of work by Ogilvy & Mather Pakistan reminds one of the work from the agency's Mumbai office on Fortune Oils – the 'Mother Exchange Programme'. The device of getting the recipe from the mother to delight the child away from home remains, but the magic of the thought is exaggerated by the treatment in this one. It is no longer a social experiment, it is a film. Perhaps, therein lies the difference.
And the film is elevated further by the soundtrack 'Woh Maula sab ki sunta hai...'.
A couple of young men far away from home (Pakistan) share a conversation on the terrace of their residence in the West. The younger of the two reminisces, on the eve of Eid. He recounts that it must be dark back home, with homes lit up for the celebrations. His mother, he notes, would have cooked up a storm. He breaks down at the thought of his mother, and is comforted by the other.
The older man decides to do something about the situation. What transpires is a cooking session aided by a chat with the younger man Umaire's mother over the phone, and Shan Foods (masalas), to ensure the boy isn't disappointed on the festive occasion. When Umaire returns home, he is greeted by his mother on Skype, with dishes surrounding the screen.
It's time for all three to break down, but happily, amidst greetings of Eid Mubarak.
Client: Shan Foods
Creative agency: Ogilvy & Mather Pakistan
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Watch the film conceptualised by Daiko FHO here