Pepsi and Lays have launched their Ramadan campaign across the region through the exclusive video clip featuring the voice clip featuring the voice of Emirati singer Hussain Al Jassmi.

Starring celebrities from old and new eras such as Jamal Bajandouh, Haitham Zaki and Al Jassmi, the video clip has been filmed using a one-of-a-kind technology marrying scenes from different movies to create a story.

Carla Hassan, chief marketing officer, PepsiCo Middle East and North Africa, said: “This campaign’s objective is to bring back the hype of Ramadan and recreate the joy that used to light up the region and unite people together during this holy month.

“Thanks to the cherished celebrities showcased in the video clip, we hope to revive the nostalgia of the past and unite people together to create new exiting memories today.”

“I am so proud to be associated once again with Pepsi, and featured in the clip. The video is an emotional message that makes me want to flash back and get inspired by the good old days, to create great and exiting new experiences in Ramadan today, and I hope consumers will feel the same way and enjoy this holy month,” said Al Jassmi.

Jamal Bajandouh, a popular Saudi Arabian football player, said: “I would like to thank Pepsi and Lays for involving me in this initiative marrying old and new eras, and I hope that it will inspire consumers to create exiting experiences and build new memories this Ramadan.”

Speaking of the campaign, Zaki, son of the late actor Ahmad Zaki, stated: “I am so happy to have contributed to the campaign, and I am grateful to Pepsi and Lays for bringing back the memory of my father through this emotional video clip and giving consumers the opportunity to relive the old beautiful days.”

As part of this campaign, and built on its commitment to ‘Performance with Purpose,’ PepsiCo will also be giving back to communities across the region to help those in needs.

In Saudi Arabia and in partnership with Dar El Ber, PepsiCo will be helping to feed the needy by donating 10 per cent of the price of each Lays pack purchased. 7UP trucks will also be circulating across the kingdom to distribute ten thousand gifts to kids in need.

“One of our main commitments at PepsiCo is helping those in needs and giving back to the communities where we operate, and I hope that this campaign will bring happiness and joy to the faces of millions of consumers across the region,” added Hassan. - TradeArabia News Service