Surf Excel’s latest Ramadan campaign, created by Lowe Lintas Mumbai, captures the spirit of kindness during the holy month.
The ad unfolds in a bustling marketplace, where families shop and share meals after the evening prayer. Amidst the festive energy, a young boy notices an elderly vendor struggling with his broken samosa and jalebi cart. Without hesitation, he gathers his friends, scoops up samosas in the fold of his kameez, and starts selling them to the crowd. Together, the children help the vendor recover his losses, turning a moment of hardship into one of generosity. In the process, the boy’s clothes are stained with oil and chutney, but when his mother sees him, she doesn’t scold—she smiles. His selflessness embodies Ramadan's true essence: helping others without expecting anything in return.