Singapore – BlueBand has launched a new Ramadan campaign across Indonesia and Malaysia, introducing a narrative that encourages families to reflect on the meaning of being “full” during the fasting month. Developed by McCann Singapore, the campaign uses the image of a spoon as a central symbol to represent care, charity and devotion, even when fasting limits food intake from dawn to dusk.
The campaign’s main film, broadcast nationally in both markets, follows a young girl named Putri who is unable to fill her spoon with food while fasting but instead fills it with good deeds. Drawing energy from meals prepared with BlueBand, Putri helps her mother prepare food for…