During Ramadan, traditions come alive. Reuniting with your nearest and dearest, spending time together, breaking fast as one. But some traditions slip into the past… Unless we catch them just in time.
‘The Misaharaty’ is one of the oldest, most deep-rooted traditions of Ramadan. El Misaharaty is the name given to a person who walks and beats a drum in residential areas to wake people up for Suhur, the pre-dawn Ramadan meal. He typically uses a number of different calls to wake up the faithful for suhoor. These include “Awake and praise Allah,” “The fast draws near” and “Pray for mercy and forgiveness in the fasting month.”
With expedite growth in technology, this beautiful duty is fading into the past, due to the usage of cell-phones, apps, alarm clocks, etc. Yet, many believe that Ramadan would be “incomplete” without the traditional Misaharaty.
This Ramadan, Peugeot wanted to keep Ramadan tradition alive, and remind people about the value of time through a touching story—a story that brings the genuine Ramadan vibe and spirit to a whole family to enjoy the holy month.
Titled “to traditions that live for ever”, Peugeot’s new Ramadan-themed campaign created by Dubai-based Science & Sunshine, shows how a simple gesture and a modern twist on an old tradition can turn time around, slow it down, and bring people together through new experiences and ways of celebrating, while staying faithful to childhood Ramadan memories.
Brand: Peugeot Middle East
Advert title: El Misaharaty
Advertising Agency: Science & Sunshine
Creatives: Wael Baytamouni / Katrina Patrenko
Suits: Myriam Ghazal / Bilal Saab
Alpha Ba, Head of European Brands, Stellantis Middle East
Lara Ayoub Agha, Head of Social Media & Content Production, Stellantis Middle East
Marko Radzic, Head of Group Marketing, Stellantis Middle East
Melhem Najem, Chief Marketing Officer, Stellantis Middle East
Director: Rashad Al-Safar
DOP: Gino Palmes
Production House: Sensa productions
Executive Producer: Rashad Al-Safar
Producer: Dalal AlAlawi
Published: April, 2022
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