Brands weave Eid stories with festive campaigns that celebrate connection

Fortune Foods and Blinkit highlight Eid spirit in ad

Fortune Foods has partnered with Blinkit to release an Eid-themed advertisement that promotes the convenience of buying Fortune products through the quick-commerce platform. The film, set in Hyderabad, portrays a man named Ibrahim who visits Taufiq Chacha, known for his signature biryani. However, Chacha, whose memory is failing, forgets to prepare the dish. To recreate it, Ibrahim orders Fortune Biryani Special Basmati rice via Blinkit and cooks the biryani.

As the family gathers, Chacha recalls that the true essence of Eid biryani lies in sharing it with others first. Moved by the moment, they order disposable boxes from Blinkit, pack the biryani, and distribute it to their friends and neighbours.

The ad underscores the ease of purchasing Fortune products through Blinkit’s app, ensuring consumers can instantly receive ingredients without compromising on their festive meals. The campaign carries the message ‘Iss Eid, khushiyaan baante!’ (This Eid, share happiness!) and is being promoted across digital and social platforms.

Myntra’s ‘Jashn-e-Iftar’ ad celebrates festive fashion

Myntra has launched a Ramadan-themed campaign titled ‘Jashn-e-Iftar’ featuring Farah Khan and Sufi Motiwala. The ad, set at a grand iftar party, depicts a playful qawwali-style banter between the two, highlighting the joy of festive fashion.

Sufi, known for his sharp fashion critiques, takes the stage to mock style choices, but Farah counters with her own witty verses. Their exchange turns into a celebration, with both ultimately showcasing Myntra’s ethnic wear collection. The ad ends with a reveal of Myntra’s platform, promoting its range of premium festive fashion, gifting, and home décor.

The campaign aims to position Myntra as a go-to destination for festive shopping, blending humour with style. It is being promoted across digital platforms, including YouTube and Instagram.

Swiggy introduces ‘Fasting Mode’ for Ramzan

Swiggy has launched ‘Fasting Mode’ feature on its app, allowing users to pause food delivery notifications during fasting hours. The feature is designed for those observing religious fasts, starting with Ramzan and extending to other occasions such as Navratri.

Once activated, Fasting Mode pauses food notifications between Suhoor (pre-dawn meal) and 4 PM for Ramzan. Notifications automatically resume after fasting hours without requiring manual reactivation. Users can enable or disable the feature at any time through the app.

After fasting hours, Swiggy will promote discounted meal deals, including special Ramzan dishes with offers of up to 50% off. The platform collaborated with its creative partner, Talented, to conceptualise and develop the feature. The company aims to provide a more considerate user experience by allowing people to avoid food-related prompts during religious observances.

Swiggy, founded in 2014, operates across approximately 700 Indian cities, partnering with over 2.4 lakh restaurants. Its services include Swiggy Instamart for quick commerce and Swiggy Genie for pick-up and drop services.

Eicher ad film showcases unseen kindness during Ramadan

Eicher Trucks and Buses Bangladesh has launched a Ramadan-themed advertisement in collaboration with Grapes Worldwide and The Titus Upputuru Company. The film, titled ‘Iftaari’ (Breaking the Fast), tells the story of an elderly man whose vehicle breaks down while driving blind children to the mosque for iftar and prayers.

A passerby in an Eicher bus offers them a lift. During the ride, he calls his wife to inform her that he will miss breaking his fast. The children, overhearing the conversation, secretly leave their lunch boxes behind for him. Realising their sacrifice, the man buys sweets and rushes back to the mosque to share the treat with the children, embracing them with tears in his eyes.

The ad conveys the message that while kindness may not always be visible, it is always felt. The film is being promoted online and highlights Eicher’s presence in Bangladesh during the festive season.