Increasingly the gap between the older and younger generations is widening. During the Holy Month of Ramadan, Qtel decided to embark on a campaign to bring people closer together. ‘It’s time to talk again’ raises the issue through a six-part TV ad series, airing throughout Ramadan and Eid. The TV campaign, developed and executed by Leo Burnett Qatar, follows the bored Jawaher who reluctantly goes to her grandmother’s house only to be delighted by her grandmother reminiscing about the past. Her grandmother draws the memories from her Sunduk (traditional wooden box). Tactical support and special offers throughout Ramadan are communicated through print, outdoor, DM and in-mall activity.
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