Ramadan Is Olpers Ramadan

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Olpers Ramadan

Muslims all over the world greet Ramadan with great enthusiasm. For every Muslim, Ramadan is a way of pleasing the Almighty and for most brands around the world Ramadan is about pleasing and getting close to their Muslim consumers. Over 1.57 billion Muslims around the world serve as a huge opportunity for any brand and therefore it is important to keep their beliefs, attitudes and lifestyle in focus, while trying to be close to the Muslim consumers.

Ramadan brings with it traditional foods, religious congregations, the spirit of unity and the enthusiasm to lend a helping hand. It is probably the most “Happening” month in the Muslim calendar. Hence Olpers has for the last three to four years been probably one of the most proactive brands in Pakistan and has always realized the importance of this month and has been on the forefront of communicating with its consumers, as they say “Out of sight is out of mind” (not always but in this case yes!). Ever since Olpers first Ramadan campaign, people have started expecting that Olpers would come up with a new Ramadan communication each year.  This Ramadan communication has helped Olpers gather some international praise as well. The New York Times published an article titled “Advertisers Seek to Speak to Muslim Consumers” in their August 11th 2010 issue which speaks volumes of the importance to look at Ramadan as an opportunity of getting close to your consumers.

This year too Olpers is there to savor the moment and has yet again come to the forefront. The common point of all these TVCs (for the last 3 to 4 years) is the inclusion of “slice of life occasions” which almost every household can relate to.  Olpers has been socially aware of where we stand each year and this year’s communication is more along the lines of resilience of unity and  the importance of lending a helping hand to those in need. This takes into account the recent flood situation in Pakistan, which to the consumers shows that Olpers as a brand cares. This year’s TVC is aptly supported with Allama Igbal’s poetry, who served as an inspiration for millions in search of a homeland desperately. This particular piece of poetry talks about the traits of being a true “Momen” which not only blend in with the religious aspect but also serves as an anthem for our nation as we battle the worst natural calamity in our history.  Olpers has always tried to focus on the “Oneness” or “Unity” aspect that this month brings, the power of bringing everyone together all around the world. The recent communication takes in this facet and focuses on Muslims from different parts of the world.

Olpers strives to be closer to its consumers and there is no better way to do that then to be a part of their religious and cultural festivities. Each year Olpers looks at Ramadan as an opportunity to set itself apart from all the other brands in its category and this year’s communication can be considered as a job well done.

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I like to think of myself as an observer and a keen one too! I rarely don't have an opinion about everything around me! They say: "Those who don't hack it in the real world, teach" but I believe that statement is not entirely true and I have been blessed to be taught by some of the most talented industry individuals one can find. I started of as a computer sciences graduate who always had the flair for media and advertising. After completing my BCS, I joined a production house as a freelance producer and then joined a TV Channel as part of their product development team. I realized then that there was something missing and therefore decided to join BlackBOX Advertising as an Account Exec (did the creative copy and concept too!) after spending an year and a half I was offered a position at RED Communication Arts as an Account Manager. I have been blessed to work on both the creative and account planning fronts. Along the way I have worked on brands such as Unilever, Faysal Bank, Pizza Hut, Adamjee Insurance, Cybernet, Eli-Lilly Pakistan, ICI Pharmaceuticals, Tapal, LG Mobile, Indus TV Network and to top them all Garnier. Currently I am working as a Director Marketing for Pielcolor in Pakistan dealing with Leather Finishing Chemicals.

  • zahra

    Very well expressed Jawad!:) I too was actually looking forward to the Olpers ad:)

  • http://www.telecompk.net Arsalan Mir

    Great analysis. And yes, Olpers does especially care for it presentation/presence in Ramadan throughout and have positioned it self above just being Pakistan. The essence of Muslim Ummah’s unity and oneness it speaks of in “Har Lehza Hai Momen” and last years “Hum Mustafavi Hain” is very remarkable.

  • http://www.linkedin.com/in/babarjaved Babar Javed

    Interesting. Who made the ad?

  • http://www.facebook.com/people/Jawad-Usman/890135122 Jawad Usman

    I think Asim Raza was the director

  • Adeela

    very well written jawad. true olper sure encash every oppotunity that comes on their way.Their marketing strategy has been aggressive since the begining , as they come up with a new tvc in short interval of time.

  • http://www.iexplorepakistan.com Danial shah

    Glad to see your post. I always wait for Olper’s new TVCs specially the Ramadan ones. They actually relate to the real culture we have in this society. Asam Raza has done a tremendous job.