McDonald’s MY highlights the everyday joys of Ramadan in new ad

McDonald’s Malaysia has unveiled its “Indahnya Ramadan” ad, which follows four characters through their Ramadan experience. Paired with the closing title “Syukur nikmati Ramadan sekali lagi”(grateful to be able to enjoy Ramadan again), it reminds everyone to enjoy the little moments in the day throughout Ramadan.  

The uplifting film began with a mother waking her children up for sahur (pre-dawn meal), a man rushing through his sahur meal but forgetting to drink water, before taking us to an office scene where an office worker apologises for offering a drink to a colleague who is fasting.  

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These are parts of the day which a Muslim experiences every Ramadan, which may be a cause for complaint, but McDonald’s has flipped the page to encourage gratitude, even for moments as such.  

The ad brought us through to the afternoon, where a lorry driver stops by the roadside to perform his solat prayer, and a man being reminded by his brother to join in their solat prayer mid-game. Over in a supermarket, two women eyeing the same piece of galangal, a cooking ingredient, decides to smile and give way to each other instead of picking an argument. In the evening, the film follows three men to the mosque— one of whom loses his pair or slippers in a sea of similar-looking pairs, as well as groups of family and friends gathering in their own ways to break fast.  

“This year's 'Indahnya Ramadan' campaign centers around the theme of gratitude, or kesyukuran. The film aims to capture the essence of Ramadan, highlighting the cherished moments that Muslims look forward to each year. It celebrates the simple yet meaningful experiences of each day, filled with profound thankfulness for those observing the holy month,” said Azman Mohammad, senior brand director, McDonald’s Malaysia.

This year’s Ramadan commercial was done in collaboration with McDonald's creative agency Leo Burnett and is featured on the fast-food brand’s Instagram and Facebook platforms as a reel. 

"While Mekdi (McDonald's) is known for satisfying the stomach, 'Indahnya Ramadan' was created as a platform to nourish the soul. The film, though lighthearted, emphasizes small moments with deeper significance, showcasing the spirit of Ramadan and the gratitude of being able to experience the occasion once more," added Barry Victor, senior client and creative partner, Leo Malaysia. 

Last year, MARKETING-INTERACTIVE reported that Ramadan ads in Malaysia were muted due to geo-political tensions, especially amid calls for boycotts against McDonald’s and Starbucks following the war in Gaza. McDonald’s Malaysia had been in the middle of a lawsuit over the boycott issues, which was subsequently withdrawn. The company’s statement on donating RM1 million towards the Palestine Humanitarian Fund remains pinned on its Instagram account.  

McDonald’s Ramadan ad for 2024, also titled “Indahnya Ramadan” featured a McDonald’s delivery rider who continued to work hard delivering food despite fasting for Ramadan. It also highlighted labour workers including a gas tank delivery man and a construction worker, who remained resilient through the fasting month. The video garnered 517 likes on Instagram, but received a barrage of Palestine and Israel-related comments on its social media platforms.  

In comparison, the Ramadan ad for this year has garnered 182 likes and 49 shares, as the brand’s comments section remained turned off. 

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