#EkBadiDua by Parle Products

In an effort to celebrate solidarity and hope, Parle Products, India’s biscuits, confectionery & snacks & bakery manufacturer, kicked off #EkBadiDua Ramzan campaign digitally during the holiest month in Islam to engage with Muslim audiences. The campaign aims to meaningfully build long-lasting consumer connections and drive growth.

Ramadan 2020 is faced with a pandemic that has disrupted movement, supply chains and businesses around the world. The pandemic has revealed the capacity and shortcomings of every nation. While daily wagers are struggling to make ends meet, we are seeing unemployment, salary cuts, enforcement of unpaid leave and significantly increased work hours of frontline workers that has made people more aware, empathetic towards others and conscious about safety.

The campaign #EkBadiDua urges people to participate and highlight their efforts of goodwill to spread joy and positivity during these challenging times. The digital film showcases a father explaining to his son that no dua (wish) is small and this is a difficult time for everyone around us. The father wants to imprint his values of compassion, gratitude, empathy, and charity in his son.