Al-Futtaim Toyota personalises Ramadan with ‘Yours to Celebrate'
The campaign draws its inspiration from traditional greetings during the holy month. 'We always wish Ramadan Kareem and Ramadan Mubarak—'Kareem' meaning generous, and 'Mubarak' meaning blessed. These greetings have become second nature, to the point where we no longer realise that Kareem and Mubarak are also names. In fact, names across the region all carry meaning—direct meaning. So why stop at Kareem and Mubarak?', said Katib Belkhodja, Marketing Director, Al-Futtaim – Toyota & Lexus.
Therefore, the campaign selects various names within the region, in an effort to personalise the season of Ramadan.
'Why wouldn't Uncle Saeed, whose name literally means 'happy,' wish you a Ramadan Saeed? Or your niece Hanan, meaning 'compassion,' wish you a Ramadan Hanan? After all, everyone experiences Ramadan in their own unique way. For some, it's a time of pure reflection or personal growth; for others, it could lean more towards connection and community building. Al-Futtaim Toyota reminds us that every Ramadan is welcome, no matter how you celebrate,' Belkhodja said.
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The series of short-form videos hope to champion personalisation during the holy month. The creative team claims this was done to emphasise that just as every Ramadan is personal, the way a consumer chooses to celebrate it should be too. The campaign also offers a call-to-action to engage with Al-Futtaim Toyota's range of Ramadan benefits tailored to its consumer's individual needs.
'Whether it's flexibility, peace of mind, or added value, you have the freedom to select an offer that works for you—because just like your name, your Ramadan should reflect what matters most to you,' Belkhodja said.
To bring this personalised celebration to life and highlight their range of offers, Yours to Celebrate has been launched as an integrated campaign, filled with engaging content, on-ground activations, and dynamic social experiences.
'During Ramadan, we tend to know what to expect from brands: templated messages with vague well-wishes. 'Yours to Celebrate' offers a fresh perspective on this special occasion, making Ramadan feel truly personal while seamlessly bringing Toyota's offers to life with meaning and relevance,' Belkhodja concluded.
Credits
Client: Al-Futtaim Toyota
Jacques Brent- Managing Director Al-Futtaim Toyota & Lexus
Katib Belkhodja – Managing Director- Al-Futtaim Customer Centricity
Saad Abdullah – General Manager, Marketing, Al-Futtaim Toyota & Lexus
Roxanne Magbanua – General Manager, Al-Futtaim COE Marketing
Assaad Chehade- Senior Marketing Manager, Al-Futtaim Toyota
Mazen Saab- Marketing Manager, Al-Futtaim Toyota
Amna Safar- Marketing Manager, Al-Futtaim Toyota
Alia Sharif- Marketing Manager, Al-Futtaim Toyota
Agency: Memac Ogilvy
Gautam Wadher- Chief Creative Officer
Moemen Metwally – Creative Director
Alicia McBride – Senior Art Director
Stephanie Arzrouni- Senior Art Director
Carl Khoury – Senior Copywriter
Juan Encarnado – Senior Content Creator
Christelle Azar- Senior Graphic Designer
Bhaskar Bateja- Head of Strategy
Yasmina Raydan- Senior Strategy Manager
Kevin Kurian – Business Director
Alaa Nour – Account Director
Haya Dajani- Account Manager
Amna Ashraf- Senior Account Executive
Karl El Hitti- Head of Social
Ahmed Nour- Social Account Director
Beverney Shane- Senior Social Account Manager
Toleen Barahmeh- Community Manager
Shadi Kharmacho- Head of Arabic
Jaison George- Studio Manager
Haitham AbiOrm- Senior Layout Designer
Minas Minassian- Finalizer
Media: PHD
Jad Haddad- Digital Senior Performance
Anwar Karame- Social Executive
Elias el Chami- Senior Executive Paid Search
Sajeed Dongarkar -Senior Manager T&M
Ilaiyaraja Krishnamoorthy – Programmatic Specialist
Production House: Boomtown
Daniel Kilalea- Executive Producer
Kholoud Etman- Producer
SAL- Director
Matthew Macdonald- DOP
Suresh Nair- Editor
Mannu Singh- Post Producer
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