By: S.M.A. Kazmi
Let’s be honest—food is something every Pakistani loves, no matter their background, beliefs, or bank balance. And when it comes to the two biggest religious festivals, Eid-ul-Fitr and Eid-ul-Azha, food is always front and center. This should be a golden opportunity for advertisers to connect with us through vibrant, creative campaigns—but strangely, Eid-ul-Azha ads often feel lacklustre or downright scarce compared to the marketing blitz during Ramzan and Eid-ul-Fitr.
As Eid-ul-Azha approaches, with the usual chatter about livestock prices, weather woes, and last-minute butchers’ negotiations, there’s an interesting shift in messaging. Advertisers have slowly started embracing the deeper meaning of “sacrifice,” which is a positive change. But here’s the catch: most of this thoughtful advertising energy is poured into Ramzan and Eid-ul-Fitr campaigns, which means Eid-ul-Azha is left with very little fresh content. The heavy emphasis on themes like “roza” (fasting), “iftar,” and “Eid-ul-Fitr” in these ads leaves no room for repurposing during Eid-ul-Azha, even though the social messages about sacrifice and family values would perfectly fit both occasions.
Here’s a simple idea for advertisers: just tweak your Ramzan ads slightly, and they’d be perfect for Eid-ul-Azha too!
Take Shan Foods, for example—a brand that’s nailed memorable and often viral Eid campaigns over the years. Their ads have celebrated cooking as a family affair, broken traditional gender roles, and even tugged at our heartstrings with touching stories. Who can forget that iconic ad where two expat brothers connect with their mother over a lovingly prepared Eid meal? Or the one featuring a Chinese woman bonding with her Pakistani neighbors through biryani? Shan’s campaigns manage to capture our attention, sometimes even making us chuckle at their over-the-top melodrama, but always cementing the brand’s place in our kitchens.
Their ‘doctor bahu’ (doctor daughter-in-law) ad was another standout—challenging old stereotypes by showing the whole family, including the son, pitching in to cook. It’s a brilliant nod to modern working women and fits Shan’s image of making cooking accessible to everyone.
But lately, Shan’s been strangely quiet during Eid-ul-Azha. Meanwhile, brands like KFC have taken a stab at Ramzan with campaigns highlighting medical professionals and inclusive celebrations. However, some portrayals feel a bit forced or even patronizing, reducing lower-income characters to overly cheerful caricatures.
When it comes to Eid-ul-Azha, Sapphire’s ‘Eid II’ campaign offers beautiful visuals and soothing music, but it lacks any real connection to the festival itself. Without the Eid label, it could just as easily serve as a generic celebration ad.
The real gem this year? A local store’s ad for qurbani knives, which is clever, funny, and visually striking. It markets knives not only for butchers but humorously for “bhais” (gangsters) and “tais” (paternal aunts)—a playful nod to the cutting of meat and, well, some family dynamics! This ad stands out because it embraces the practical side of Eid-ul-Azha and adds a dose of humor—something sorely missing in most other ads.
Unfortunately, Eid-ul-Azha rarely sees dedicated, exclusive promotions. The imagery of sacrificial animals doesn’t translate well into appealing visuals for advertising, and the central message of sacrifice is mostly exhausted during Ramzan and Eid-ul-Fitr campaigns.
On billboards and around town, Eid-ul-Azha’s presence boils down to discount offers on textiles, spices, cooking gear, and ironically, fast food outlets pitching themselves as an easy alternative to heavy home-cooked meals.
At the end of the day, it feels like all the creativity, heartfelt messaging, and social awareness get dumped into Ramadan and Eid-ul-Fitr campaigns, leaving Eid-ul-Azha to pick up the crumbs. For a festival so rich in cultural and religious significance, that’s a real missed opportunity—for advertisers and audiences alike.
