Not to be confused with McDonald’s Instagram and Facebook Ramadan ad created by Leo Burnett Malaysia, the fast-food brand’s “Indahnya kesyukuran” (‘The beauty of gratitude’) YouTube brand film by C27 has garnered 5.7 million views in the past three weeks.
Since several years ago, McDonald’s Malaysia has stuck to its “Indahnya Ramadan” title for its Ramadan brand campaigns. Five years ago, it released “Indahnya Ramadan dengan kesyukuran” (‘Ramadan is made beautiful with gratitude’). Despite this, it still offers fresh perspectives and angles, encouraging gratitude and giving back during the season. The film, published on YouTube, follows the story of Afnan, a young boy who learns the true meaning of Ramadan as he follows his mother to volunteer at a children’s home.
Since several years ago, McDonald’s Malaysia has stuck to its “Indahnya Ramadan” title for its Ramadan brand campaigns. Five years ago, it released “Indahnya Ramadan dengan kesyukuran” (‘Ramadan is made beautiful with gratitude’). Despite this, it still offers fresh perspectives and angles, encouraging gratitude and giving back during the season. The film, published on YouTube, follows the story of Afnan, a young boy who learns the true meaning of Ramadan as he follows his mother to volunteer at a children’s home.
For the lack of a better way to explain it, “Indahnya kesyukuran” is akin to what an adult does when they squat down to speak to a child in a warm and encouraging voice. It’s heartwarming and educational. And it makes sense, because McDonald’s is one of the top fast-food choices for the younger generation and children. By taking the point of view of a young child trying to figure out the meaning of Ramadan, older adults like the rest of us are also brought back to that childlike wonder and the moment we understood the deeper meaning behind a festive period.
We can get so easily swept up by the hustle and bustle of Raya preparations, worrying about which outfits to wear, or how many money packets we’ll get (or give)— so this was a great reminder for us to appreciate the true blessings of Raya.
We can get so easily swept up by the hustle and bustle of Raya preparations, worrying about which outfits to wear, or how many money packets we’ll get (or give)— so this was a great reminder for us to appreciate the true blessings of Raya.
Read full article in Marketing-Interactive
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