PepsiCo’s Roza Kushai Ad Sparks Nostalgia and Togetherness

In Pakistan, the tradition of Roza Kushai marks a significant milestone: a child's first fast during Ramadan. More than just a personal achievement, it's a moment woven into the fabric of family and community, a celebration of faith, resilience, and togetherness.

A new campaign is tapping into this cultural touchstone, sparking a wave of nostalgia and prompting reflection on how this cherished practice continues to evolve.

Roza Kushai, traditionally a personal milestone for a child, involves family gatherings, special meals, and gifts to mark the accomplishment of fasting for the first time. A new ad by PepsiCo beautifully depicts these intimate moments of familial joy and support.

However, the campaign also subtly highlights how Roza Kushai has expanded beyond the individual, often becoming a communal event. Mosques and community organizations now frequently host Roza Kushai celebrations, providing meals and support to children and families, particularly those in need. This shift reflects a broader trend towards collective celebration and shared responsibility in society.

The ad showcases families coming together, children receiving gifts, and communities ensuring everyone is well-fed at Iftar. In a rapidly changing world, the campaign serves as a potent reminder of the enduring significance of Roza Kushai. The ad has sparked an important discussion about how families and communities continue to adapt and preserve this tradition. Social media is abuzz with individuals sharing personal Roza Kushai memories, underscoring the tradition's deep roots in Pakistani culture.

Ramadan campaigns in Pakistan typically experience high digital engagement, with brands often seeing a substantial increase in consumer interaction. Nostalgia-driven ads, like PepsiCo's, strengthen brand recall and foster a deeper connection with audiences by tapping into shared cultural experiences.

Ultimately, PepsiCo's ad does more than celebrate a tradition; it acknowledges its evolution and its continued importance in fostering community and preserving cultural identity. The campaign encourages viewers to consider how Roza Kushai, whether celebrated within the family or as part of a larger community, remains an experience of love, joy, and togetherness.

What's your most cherished Roza Kushai memory?