This year sees the first generation of Muslims spending Ramadan distanced from their loved ones.
Switz recognizes this places an unprecedented strain on homemakers, who are balancing e-learning, the husband at home, the kids abroad, the house, and their job – all while fasting.
Produced entirely on video call, Switz’s new Ramadan campaign is a reflection of the times and pays tribute to the heroes at home, Moms. The film – produced by Socialize – is an honest depiction of how, even in times of uncertainty, Moms always know a way to make their loved ones feel better and bring their families closer.
In under a week, the video saw 4M+ digital views and nearly 2K shares, with many Mothers sharing how they shed a tear at the story.
Bahaa Moussalli, the Head of Marketing at Switz, states, ‘As our core audience, it’s important for us to use our platform to celebrate the strength of Moms during this lockdown, by sharing their story of being the heroes we see every day this Ramadan’.
Links to the creatives:
Brand Title: Home of Switz
Brand team:
- Bahaa Moussalli – Head of Marketing, Switz
- Adel Khorakiwala – CEO, Switz
Creative agency: Socialize
- Shivani Kulshrestha – Account Lead / Strategist
- Nour Douzdar – Senior Account Executive
- Anyce Nedir – Client Service Partner
- Amr Younis – Head of Production
- Lubna AlSalous – Senior Arabic Copywriter
- Taline AlRasheed – Producer
- Mohab Essam – Editor
