Peugeot brings genuine Ramadan vibe in new campaign by Science & Sunshine
Posted on 2022 Apr,05  | By ArabAd's staff

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During Ramadan, traditions come alive. Reuniting with your nearest and dearest, spending time together, breaking fast as one. But some traditions slip into the past… Unless we catch them just in time.

‘The Misaharaty’ is one of the oldest, most deep-rooted traditions of Ramadan. El Misaharaty is the name given to a person who walks and beats a drum in residential areas to wake people up for Suhur,  the pre-dawn Ramadan meal. He typically uses a number of different calls to wake up the faithful for suhoor. These include “Awake and praise Allah,” “The fast draws near” and “Pray for mercy and forgiveness in the fasting month.”

With expedite growth in technology, this beautiful duty is fading into the past, due to the usage of cell-phones, apps, alarm clocks, etc. Yet, many believe that Ramadan would be “incomplete” without the traditional Misaharaty.

This Ramadan, Peugeot wanted to keep Ramadan tradition alive, and remind people about the value of time through a touching story—a story that brings the genuine Ramadan vibe and spirit to a whole family to enjoy the holy month.

Titled “to traditions that live for ever”, Peugeot’s new Ramadan-themed campaign created by Dubai-based Science & Sunshine, shows how a simple gesture and a modern twist on an old tradition can turn time around, slow it down, and bring people together through new experiences and ways of celebrating, while staying faithful to childhood Ramadan memories.

Rakesh Nair, Managing Director for European Brands at Stellantis Middle East, said: “Ramadan is a very special time of the year that reminds us to gather with loved ones and break fast as one. Through this campaign, we wanted to highlight that there are some traditions that are too important to be allowed to slip into the past. At PEUGEOT, our mission of turning time into quality time led us to create a story about how a simple gesture and a modern twist on an old tradition can help turn time around, while also bringing people together.”




Brand: Peugeot Middle East          

Advert title: El Misaharaty

Advertising Agency: Science & Sunshine

Creatives: Wael Baytamouni / Katrina Patrenko

Suits:  Myriam Ghazal / Bilal Saab



Alpha Ba, Head of European Brands, Stellantis Middle East

Lara Ayoub Agha, Head of Social Media & Content Production, Stellantis Middle East

Marko Radzic, Head of Group Marketing, Stellantis Middle East

Melhem Najem, Chief Marketing Officer, Stellantis Middle East


Director: Rashad Al-Safar

DOP: Gino Palmes

Production House: Sensa productions

Executive Producer: Rashad Al-Safar

Producer: Dalal AlAlawi

Published: April, 2022