The Challenge

Ramadan is our biggest season of the year, bringing the highest spike in subscriptions. However, as the season comes to an end, we typically see a sharp decline in subscriber retention. The goal of this campaign was to turn that seasonal spike into longer-term engagement by giving users a reason to stay beyond Ramadan.

The Concept

The core idea was built around emotional continuity. During Ramadan, audiences form strong connections with the shows, characters, and stories they follow throughout the month. We wanted to use that emotional attachment as a bridge to what comes next.

The campaign centered on the idea of pairing: pairing the content audiences had grown fond of with upcoming series they could look forward to, pairing familiar emotions with new ones, and ultimately showing viewers what they would miss if they chose not to renew their subscription.

At its heart, the campaign was about carrying the emotional connection built during Ramadan into the next chapter of the viewing experience.