American non-caffeinated soft-drink brand 7UP yesterday unveiled a Ramadan campaign featuring brand ambassador Shakib Al Hasan, marking the auspicious month of fasting for muslims.

The film captures the spirit of Ramadan and camaraderie among people, which is accompanied by limited-edition Ramadan-inspired packaging to add joy to iftar celebrations across Bangladesh, said a press release. The new television commercial (TVC) is an ode to the resilience and kindness that people share with each other as they observe fasting during the month of Ramadan.

The TVC opens with Shakib singing a refreshing jingle and ends with him returning home and reminding his brother to do just that, as they all enjoy their iftar meal over a chilled bottle of 7UP.

The ad symbolises that we should all come together to support and help each other as we practice restraint and look inwards and find happiness in the month of Ramadan.

"Our new campaign beautifully reiterates the generosity, kindness and love we share with our friends and family during Ramadan. This film is a reflection of our 'Think Fresh' philosophy with a thoughtful message and we are confident that it will resonate well with the audience," said Anuj Goyal, associate marketing director for Bangladesh Region at PepsiCo.

"This year's campaign not only encourages everyone to observe Ramadan with a pure heart, but also to think fresh and share love and kindness with one and all," said Shakib.

"This new campaign of 7UP with Shakib Al Hasan will make our consumers happy and help them think fresh," said Sharfuddin Bhuiyan, head of marketing of Transcom Beverage.