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posted on May. 12, 2026 at 2:50 pmMay 18, 2026

العشرة – An ‘untranslatable’ word in a Magix social experiment translates into 125.2 million views

posted on May. 12, 2026 at 2:50 pmMay 18, 2026

On television, a brand film celebrated 20 years of Magix tied to a consumer prize offering rewards to buyers. On digital, a social experiment format brought the concept of العشرة to life in real time.

Magix campaign

Magix, Morocco’s leading laundry brand and part of the Mutandis Group, has revealed details about its Ramadan 2026 campaign, which was carried out in partnership with Casablanca’s Brainbow Agency, and released in the form of a brand film and a five-episode unscripted, social experiment.
Celebrating its 20th anniversary in Moroccan households, Magix gave the agency a mandate to celebrate what made 20 years possible: the everyday values that hold a relationship together, including trust, reliability, daily presence and generosity.
The strategic bet held in a single sentence: “Don’t celebrate a milestone, celebrate the values that made it possible.”
The brand didn’t want a self-congratulato

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Tags:Advertising authenticity Brainbow Agency brand film Brand loyalty brand milestone Brand Values Campaign consumer emotions daily presence emotional content emotional resonance feelings generosity gratitude honesty L3chra Loyalty Magix marketing Morocco Mutandis Group Ramadan Campaign relationship reliability social experiment trust unscipted العشرة

the authorAnup Oommen

Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.