Published on June 11th, 2016 | by Varuna Singh3
Du encourages #digitalfasting – No technology during #Ramadan fasting
In a promo video, the UAE’s leading telecom operator du has a new promotional video that’s nothing to do with promoting its products.
Du is surprisingly encouraging and even challenging everyone on a digital fast. It sounds exactly what you’re thinking: No TV, no phone, no internet during Ramadan fasting times.
The #digitalfasting campaign has started been promoting over YouTube. In-fact Du is running their post paid campaign “Future of pre-paid” side by side (which is hilariously good and you should all check it out). While their
postpaid* prepaid plan doesn’t really have any Ramadan angle, their new campaign is completely void of any product offering or service. Du is simply laying out a challenge in the holy month of Ramadan. A challenge that’s definitely in Ramadan spirits but kind of discouraging every service they offer.
Over the last 2 years, Ramadan has seen global acceptance by social media channels and regional brands and the conventional pitch has always been unique ways to use technology during the holy month. Be it new hashtags on twitter to new filters on Snapchat.
Du is pretty much asking everyone to take a step back and just stop using any technology. They even encourage you to think about it for a minute. The question, quite frankly, is a great one. Can we all live without TV, internet and your phone? Instead of luring us with new offers, maybe it makes sense to pause technology during the fast just as we do with food.
Tech dependency is an important topic during Ramadan according to du
While most of their campaigns aptly show ethnic diversity, the #digitalfasting ad message is conveyed by a local Emarati who asks a valid question and your opinion on “something important”. It’s a good ad and du is making multiple episodes demonstrating just that. Its unlike anything I’ve seen anyone do over here. With b-rolls of the city’s highways, art galleries and culture, it’s an honest message and a challenge.
(Spot the Etisalat ad)
Episode 1 of this campaign went up today in what seems to be a series. Omar just did his first day and the first episode kind of describes the situation. It’ll be interesting to see how this series progresses.
Mobile internet penetration is at one of the highest in the region and the globe. With over 70% smartphone penetration in the UAE.
What do you think about du’s campaign and challenge? More importantly, can you live without your phone, internet and TV for a whole day’s fasting? It’s something we’re debating if we should take up.
(* Fixed a typo in the article. Thanks Louloua)