Ramadan: BlueBand highlights sharing, generosity and family in a major campaign in Indonesia and Malaysia
On the occasion of Ramadan, BlueBand, a large food brand very popular in Indonesia and Malaysia, is launching a vast advertising campaign highlighting the values of solidarity and kindness, illustrated in the video presented at the end of the article. Known for its products used on a daily basis, the brand wishes to remind people that Ramadan is above all a time of sharing and caring for others. For this campaign, BlueBand partnered with McCann Singaporea major international advertising agency. Together, they offer simple and human communication, anchored in local culture and the traditions of the holy month.
Titled Night of Powerthe campaign invites families to rethink what it means to be “full” during Ramadan. The message is clear: even without eating during the day, you can fill your life with good deeds. The spoon, an everyday object, thus becomes a symbol of generosity, respect and self-giving. The main film follows Putri, a little girl who devotes her energy to helping others. She prepares meals with her mother, organizes food parcels and helps with iftar preparations. Through these simple gestures, the campaign shows that kindness nourishes as much as food.
BlueBand also unveils special limited edition Ramadan packaging. This packaging underlines the brand’s commitment to supporting families during this important period, while highlighting the importance of a balanced diet for children. Broadcast on national television in Indonesia and Malaysia, the campaign is also relayed on social networks. A digital activation invites children and families to share photos and videos of their daily good deeds, in order to celebrate the values of Ramadan beyond the table.
With this initiative, BlueBand and McCann Singapore show that a big brand can carry a positive message. By promoting family, solidarity and generosity, the campaign is in keeping with the spirit of Ramadan and strengthens the link between the brand and homes.
