Advertisements communicate messages that market products in a number of ways. Some leave you craving for delicious food or a desire to purchase whereas others may get you emotionally invested from the first second.

Sensodyne, one of Pakistan’s renowned healthcare brands, has taken a new direction with an advertisement that will leave you in awe.

When we hear the name ‘Sensodyne’ we naturally recall adverts of dentists talking about sensitivity.

However, this time around, the brand took a different approach with the vision that out of everything in this world the most sensitive thing we have is relationships.

Whether that relationship is between a husband and a wife, mother and daughter, father and son etc., we all have ‘Hasaas Rishtay’ in our lives.

The ad starts off with a young man in his office. He gets a last-minute phone call from his boss and tells the person on the other side of the phone that he will be late, letting us assume he is updating his wife.

He then works throughout the night and makes it home. While passing the kitchen he realizes that the table has been set for him and that the food has still not been eaten.

He makes his way to the kitchen and says, “aray maa, ap toh kha leti” (Mother, you should have eaten) to which she replies with a plate of delicious food in her hands saying, “teri maa ke liye sub se refreshing time yehi toh hai” (for your mother, this is the most refreshing time of the day).

He then apologizes for being late, to which she tells him that there is no need for the apology and she does not get sensitive on such petty things. With a bit of humor thrown in, she jokingly adds “par teri hone wali biwi ka nahin pata” (but, I cannot say the same about your bride-to-be). Both start to laugh and are seen enjoying their dinner.

https://youtu.be/P9PrCDTXhjw

The campaign- Hasaas Rishtay tugs at heartstrings by showing the beautiful and sensitive moments between a mother and her son.

Sensodyne has built a connection with their consumers over these beautiful relationships, as everyone is working hard for another person, be it their parent, children, sibling or even their spouse.

 

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Ali Yaqooti Senior Brand Manager @sensodyne_pk expresses a beautiful meaasage that we all have someone who we are willing to do anything and everything for. It can be your mother for whom you are working hard for day and night, a spouse who you want to help or your children for who you want to provide a beautiful life for. #HasaasRishtay is all about beautiful and sensitive bonds and moments we all share with someone. #sensodyne #talkingpoint #sensodynehasaasrishtay #floc #mothersday #relationships #sensitivity #brandsynario #pakistan

A post shared by Brandsynario (@brandsynario) on May 10, 2019 at 10:52am PDT

Hasaas Rishtay is a beautiful narration of everyday relationships one shares that help strengthen one’s bond and moments that are treasured.

There is also no forceful advertisement or business angle in the advert, just pure emotions because they define who we are as the importance of these bonds are embedded culturally in us since birth.

The brand also hammered the nail at the perfect time by launching the advert just before Mother’s Day, timing the entire situation just perfectly.

We cannot wait to see more alluring narrations around these relationships from Sensodyne in the upcoming days.

Ramadan arrives in Pakistan with an entirely new atmosphere. We see a mix of different kind of emotions as calm and excitement sweeps throughout the country.

However, amidst the fasts, Sehri, and Iftaar preparations and Eid excitement, we may sometimes overlook the most important thing: the concept of Eesar (altruism, brotherly kindness) in Ramadan.

That’s what the new Surf Excel Ramzan 2019 ad reminds us of, in the most beautiful way possible.

 Eesar: Changing Your Outlook Towards Life

In a nutshell, Eesar translates as Mujhse Pehlay Tu (you before me) and the concept of altruism.

The latest ad by the brand highlights the practice of ‘Eesar’, a significant aspect of prayer, Ramadan, and a Muslim’s life in general.

Take a look at the complete ad here: 

https://www.youtube.com/watch?v=j5kwtC5JS_8

It begins with a mother making a prayer for the first roza of her young son Salim to be accepted. She also prays for her child’s safety and peace and leaves the room for Iftaar preparations.

We then witness Salim running out of the house, with his hands clasped together, stuck to his chest. It seems like he’s carrying something invisible; little do we know, it is the most effective and valuable thing there can be.

Without a care in the world, he makes his way through all kinds of mud and grime, which results in his clothes getting dirty. Finally, he reaches his little friend’s place.

That’s when it is revealed that his handicapped friend, Aadil, cannot walk and is just about to leave for treatment with his parents.

Salim extends his little hands to Aadil, and places them on his face in a gesture of transferring his dua to his friend. “Meri salamati ki dua, tum rakh lo, aameen,” he says with sheer sincerity and innocence on his face.

Aadil and his parents tear up, and the looks on their faces are priceless. Using a very simple yet well-thought concept, Surf Excel’s latest commercial teaches us the importance of choosing for others what we choose for ourselves.

It also instills the motivation to pray for each other, as a prayer is truly the sincerest thing one can offer. Indeed, Eesar is the essence of prayer, and faith is incomplete without it.

Children Learn What You Teach Them!

Another extremely important thing to note in the ad is related to parenting: Salim learns to do exactly what his mother does for him.

Needless to say, little children are highly impressionable. They are also excellent observers and tend to mirror their parent’s behavior.

The ad is a lesson for children and an eye-opener for parents. It shows how parents need to focus on their words and actions, and only then can they expect their children to be well-behaved, good human beings.

Proving Daagh Toh Achay Hotay Hain

Like previous years, Surf Excel has successfully taken social media by storm with its latest ad for Ramzan 2019.

The reputable brand is popular for constantly coming up with ad concepts that are fresh, significant, and highly inspiring.

Not only does the ad teach you to keep others before yourself, but it also teaches you that there is no harm in getting your clothes dirty in the pursuit of kindness.

It seems that Surf Excel is imparting some important life lessons. We are made up of both body and soul – kindness to others is a way to cleanse our souls and be truly spiritual. The message imparted through the ad touches our hearts and inspires!