7UP has introduced an innovative outdoor campaign with the aim of inspiring neighbours to eat together. Billboards that dispense dastarkhwans have been installed in various locations with a wonderful message on them: let’s eat together with our neighbours.
Anybody can simply roll a new dastarkhwan off the billboard and take it home. The insight behind this novel campaign was simple: Ramazan, a time of spiritual reflection and communal harmony, traditionally brings people together from all walks of life to break their fast and share meals. However, in recent times, societal changes, including urbanisation and socio-economic disparities, have led to a decline in the practice of communal iftars.
Additionally, the messaging printed on the mats effectively convey the campaign’s theme of togetherness. Initially utilised as Out-of-Home (OOH) advertisements, the tearable mats serve a dual purpose, catching the attention of passersby while also encouraging community engagement. As the campaign progressed, the mats transitioned into practical tools for hosting communal iftar gatherings, further reinforcing the message of togetherness. The campaign extended its reach beyond residential areas to include marginalised communities.
