Billboards distributing dastarkhwan are posted in various places with a good message: let’s eat with our neighbors. Anyone can pluck a new Dastarkhwa from a notice board and take it home.
The concept behind this novel campaign is simple: Ramadan, the month of spiritual reflection and social harmony, traditionally brings people from different walks of life together to fast and share food. However, the new post-Ramadan socialization, urbanization, and socioeconomic disparities have caused a decline in social gatherings. Realizing the importance of reviving this ancient tradition, 7UP launched the “Shared Issues” campaign.
This initiative aims to re-introduce the concept of social gathering with teardrop cloth as a practical tool for advertising and sharing food. Decorated with a mix of modern and traditional designs, these rags strike a balance between contemporary aesthetics and cultural heritage. In addition, the message printed on the bed effectively conveys the theme of the campaign about unity.
Originally used as Out-of-Home (OOH) advertising, teardrops serve two purposes, attracting the attention of passers-by while encouraging community engagement. As the campaign progressed, the couch became a practical tool for holding mass meetings and reinforcing the message of togetherness.
The campaign has expanded beyond residential areas to include marginalized communities. By providing beds, 7UP aims to promote inclusivity and show that togetherness knows no bounds.
People are encouraged to organize iftar events and share their experiences on social media using the hashtag #TogethernessMatters. This user-generated content not only demonstrates the success of the initiative, but also fosters a sense of community and connection among readers. This ensured broad participation and engagement during the campaign, which took place in five key strategic locations.
The 7UP Ramadan Shared Challenges campaign succeeded in reviving the community spirit of Iftars, fostering relationships, spreading happiness and celebrating diversity. By continuing this innovative campaign, 7UP reaffirms its commitment to promoting unity and emphasizing the importance of public engagement, especially during the holy month and after Ramadan.
