Posted on by Nathalie Tay
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MBCS and sooka Combat Doomscrolling & Ease The Fasting Experience
27 Mar
MBCS, the media-fuelled creative content practice within the IPG Mediabrands network, and Malaysian streaming app sooka, today announced a unique Ramadan campaign designed to address the increased social media consumption and fasting challenges faced during the holy month.
Recognising the shift in viewing habits and the prevalence of “doomscrolling” during Ramadan, the sooka Ramadan – Buat Puasa Tak Terasa (ease your fasting struggles) campaign aims to offer a refreshing alternative: engaging content on the sooka streaming platform.
Leveraging insights from Google’s YouTube data, the campaign targets key moments throughout the day when people are most likely to be online – before and after Sahur (pre-dawn meal before the fast), lunchtime, before breaking fast, and after Terawih (evening prayers). These times are often associated with challenges like oversleeping or the struggle of viewing food content while fasting. The campaign directly addresses these hurdles, positioning sooka as a solution to make the fasting experience more manageable and enjoyable.
“While every other brand is serving ads around typical festive themes, they don’t actually talk about helping people through a difficult fast,” says Kevin Le, Executive Creative Director at MBCS. “We understand that doomscrolling peaks during Ramadan and happens at key times. We see this as the perfect time to explore sooka as a useful distraction. We understand your struggle, and sooka can help you through this.”
Unlike traditional Ramadan advertising focusing on emotional family issues and food-based ads, the campaign tackles the often-overlooked issue of excessive social media consumption. Instead of simply adding to the noise on social platforms, the campaign aims to provide a compelling alternative.
Kevin adds, “the Ramadan-themed messages and sooka clips are specifically designed to encourage viewers to shift their focus from mindless scrolling to immersive and fulfilling content on sooka. It’s also our first foray into YouTube Shorts, getting our viewers to go from vertical to horizontal viewing. By acknowledging and addressing the unique challenges of Ramadan, we hope to not only help you through your fast but introduce you to a truly valuable service.”
