For Ramadan, Sun Pharma doffs hat to ‘dutiful’ Roza observers

Watch the film conceptualised by Lowe Lintas here

Apr 12, 2021 06:20:00 AM | Video | Campaign India Team

Sun Pharma Consumer Healthcare’s Revital H has rolled out a campaign for Ramadan saluting the people observing ‘Roza’ (fasts) and going about their duties with commitment. The film-led campaign is an ode to those who find the physical strength to fulfil their duties in the holy month of Ramadan. Lowe Lintas Mumbai has conceptualised the campaign.
The film stems from the insight that Muslims fast the entire duration of the holy month. Fasting is tough, especially for people whose occupation involves intense physical activity. The campaign looks to salute the rozedaars’ faith across India. Further, it builds on ‘helping others in need’ – one of Islam’s core principles – where charity lies at the heart of Ramadan. Revital H wanted to make it easier for Muslims to perform ‘zakat’ (charity); the brand has unveiled an online platform where people can donate an ‘Iftar thali’ on
Vidhi Shanghvi, business head, Sun Pharma Consumer Healthcare said, “India’s number one health food supplement – Revital H – is proud to be the trusted energy partner for the devout rozedaar. The campaign salutes the faith of all the rozedaars across the country that allows them to carry on their daily lives while fasting. We are also proud to facilitate a socially distanced zakat for all Muslims, by creating an online platform for donations.”
Added Madhu Noorani, president, Lowe Lintas said, "When we fast, our energy dips and physical work becomes difficult. In this film, Revital H reinforces the brand’s association with physical energy by celebrating and supporting everyday physical feats of people who keep going tirelessly without letting their work and everyday activities getting affected.”