The holy month of Ramadan provokes advertising that is emotional and endearing. In time for its conclusion with Eid al-Fitr, Coca-Cola Pakistan has rolled out an ad by Soho Square Pakistan that celebrates giving.
A voiceover sets the tone saying, "Aaj bhi acchai har taraf chamakti hai" ("Even today, goodness shines all around us") as a group of young children catch a glimpse of a Chinese lantern drifting above them. The youngsters begin to chase the lantern and in the process witness acts of kindness. A young man gives the shoes he is wearing to a homeless person, and a group of youngsters in a celebratory mood lift up one of their friends, who is in a wheelchair.
The children are surprised to see that with every act of kindness, the number of lanterns in the sky increases. Elsewhere, Coca-Cola drivers hand out drinks.
As the sky fills with lanterns, a female voiceover says: "Joh har achchai roshni ki tarah chamke, toh pura aasman roshan ho jaaye." ("When every act of goodness shines bright, the sky will light up.")
Creative agency: Soho Square Pakistan