Live Ramadan.
Britannia's 'Live Ramadan' film for the UAE follows people exempt from fasting, including travellers, nursing mothers and the unwell, from suhoor to evening, to show the many ways the month is lived.
- Brand
- Britannia
- Agency
- Amber Communications
- Market
- UAE
- Region
- GCC
- Year
- 2026
The challenge
Ramadan advertising in the UAE tends to focus on iftar tables and family gatherings, yet the month changes daily life for everyone in a multicultural country, including people who do not fast. Britannia wanted to take its biscuits beyond the dining table and connect with fasting and non-fasting audiences alike.
The idea
Amber Communications made a hero film, directed by Arun Joseph Francis with &Cut Productions, in which Britannia stays a quiet presence in small moments such as a discreet bite. Teasers in which the cast asked viewers how they live Ramadan, the hero film and 'sustenance' videos of people's real Ramadan routines ran across digital and social through the month. Activations included the '4 AM Club', with eight influencers showing how they spend the hours before the fast begins, and 'The Carrom Break', with Britannia carrom boards and a limited-edition shakes and dessert menu at the Dubai board-game café Unwind Cafe.
Case study source: Campaign Middle East Source ↗
