Household appliance brand Midea has launched the “Mo Mushkila” campaign to support home makers during Ramadan, bringing to life the brand’s philosophy ‘Surprisingly Friendly.’
The campaign features a catchy 90-second musical film depicting a home maker’s daily struggles during Ramadan.
With relatable lyrics capturing the anxiety of a homemaker and lively tunes, the film brings attention to common stressors experienced during Ramadan and how Midea products become the solution to every problem.
Additionally, it cleverly reinterprets the role of unexpected guests, reframing them as allies with the reassuring mantra of “Mo Mushkila” (No Problem).
Danish Haider, Marketing & Communications Manager – MENA, Midea Group, explained, “We want to acknowledge the challenges faced by homemakers during Ramadan and offer practical solutions through our products.”
Leslie Paul, Executive Creative Director, Amber Communications, said, “We aimed to break away from conventional marketing approaches with our musical film. The lyrics ingeniously encapsulate the emotional journey of a homemaker during Ramadan, setting our campaign apart from the rest.”
Shynil Hashim, Director – Brand Services, Amber Communications, added, “Our goal was to disrupt the market by blending our products seamlessly into a captivating musical narrative that resonates with our audience.”
Midea’s “Mo Mushkila” campaign aims to ease the burden for homemakers throughout the Middle East, demonstrating the brand’s commitment to making Ramadan more manageable for all.
Credits
Client – Midea
Production House – Film Dojo
Director – Arun Joseph Francis
Agency – Amber Communications
Agency Team – Leslie Paul, Shynil Hashim, Muraleekrishna, Athina V, George Allen
