One brand in Pakistan that continues to reflect the spirit of Ramadan in their communication is Engro’s flagship dairy brand Olper’s Milk.
In 2010, Engro Foods prepared a special advertisement for Ramadan for Olper’s milk which soon after its release, gained popularity to become one of the most popular ads on Television.
Har lehza hai momin – the poetry of Allama Iqbal was reflected beautifully in the video as it symbolized the sentiment of sacrifice and sharing in young children.
At the centre of the beautifully choreographed song was the brand – Olper’s milk signifying the messages of purity, sharing and unity.
Engro’s creative agency JWT produced a fantastic brand message and Asim Raza who directed the video managed to successfully put that message across.
It was a job well done. It was relevant, crisp, localized for optimum reach and kept the spirit of the message alive for the consumers.
You can watch the TVC here. For those who are unable to understand the urdu lyrics, please go here to read the translation of Allama Iqbal’s poem that was used in the advertisement.
This year, Olper’s has taken their communication to the next level. This Ramadan, Olper’s Milk announced their #fulfillherdream campaign.
With this campaign, Olper’s is looking to empower the rural women of Sindh and Punjab by training them in livestock rearing and milk production quality assurance with the help of a project team.
General Manager Marketing – Dairy at Engro Foods, Syed Waqas Azhar talks about Olper’s communication strategy that focuses on builidng a connect with consumers during Ramadan.
He says, “Olper’s has been celebrating Ramadan every year since 2006 with the last two years being an exception. After establishing strong connect with the Holy Month and the festivities associated with it, Olper’s had to move on to the next level.”
“Being the pioneer brand with the essence of innovating, Olper’s team decided to build the brand through association with a higher order benefit, celebrating the spirit of Ramadan,” says Waqas.
Engro Foundation’s WELD initiative is behind Olper’s campaign in partnership with USAID. The WELD project will also help to build capacity of rural women workers in the milk production cycle in rural areas of Sindh and Punjab. You can read more about the WELD project here.
For #fulfillherdream, Olper’s representatives spoke to these rural women in Sindh about their dreams and aspirations. The Olpers Milk’s facebook page has shared video testimonials from these women.
Talking about the big idea behind the campaign, Waqas says, “The core idea being this Ramadan I choose to give — Olper’s decided to play a part in women empowerment and development. The objective was to leverage brand’s positive influence on the masses.”
With #fulfillherdream, Olper’s has pledged to help 100 female livestock extension workers in Sindh during Ramadan. As the next step, Olper’s Milk is now mobilizing the consumer to become part of the #fulfillherdream campaign.
Anyone can contribute to the cause by dropping an empty Olper’s milk box at designated locations. You can see the list of these designated locations here.
Their latest Ramadan ad, invited everyone to join in and make the choice of sharing blessings in the holy month. The ad shows rural areas in Sindh where celebrity women are shown working alongside rural women.
Though the execution of the advertisement cannot be compared to Har Lehza Hai Momin – the spirit of Ramadan has yet again been translated beautifully to communicate the messages of the muslim month – caring for others and reaching out to contribute towards communities.
With the new ad, Olper’s is looking towards their consumer base for support and active participation in the #fulfillherdream campaign.
Waqas comments, “The brand hopes to receive extensive support from its loyal base in the form of empty packs that can be deposited at various retail stores.”
As a Communication Pro, I found it hard to connect the dots about what was the ad really about when I first watched the TVC. I had to do my own research to find out about Engro’s WELD project. Once I got all the information, the advertisement began to make sense.
The initial voice over establishes bits and pieces of the campaign but if the consumer does not know the link between these women and Olper’s – the brand is risking guesswork and that is never good in the world of communication.
That is one area that their communication could have used some help with.
What I especially loved about this advertisement was the special provincial packaging they have introduced for the campaign. Great job Olper’s, once again. The message of unity comes loud and clear through the special touch there.
Watch the ad here and tell me what you think.
Have a great week ahead and happy watching!
Olper’s Ramadan TVC 2013 – Full Fill Her Dream from Myipedia on Vimeo.
We are grateful to Olpers Facebook page admin for providing us with all the links and information about the campaign that helped us put this article together.
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