By Kamil Abi Khalil, head of production, Anghami Studios
During COVID, advertising and media had to adapt to the new reality and traditional advertising immediately became less relevant. At the start of the lockdown, people did not know where the end was. As a platform for advertising, we asked ourselves how we can inspire people at home. It started during Ramadan, when Pepsi, a client of ours, decided to create a song focused on the concept that although Ramadan may be more isolated this year, we can still celebrate together.
The song was a hit and immediately followed by other brands tapping into us to create music to inspire and cheer people up. We realised that branded content was a mediu
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