Though Islam teaches us to be kind, selfless, benevolent and compassionate all year long, the insistence increases during Ramazan. We tend to be more humble, more careful, more generous, more empathetic and more patient. It feels like that a certain light penetrates our hearts, fill it with Noor, and help us be more devoted. And if we seem to distract from Sirat-e-Mustqeem (path of light), we get constant reminders from people around us to be good, do good. One such reminder is Ramzan film by Surf Excel.
I don’t know if it’s the holiness of this month, or the amazing art of storytelling, or a mixture of both (my bet is on the last one); Surf Excel kept surprising (read: amazing) me with the sheer brilliance. From their #naikiekibadat to the most recent #EsarekIbadat the artistry with which they always manage to capture the essence of Ramzan is outstanding.
I have been waiting for Surf Excel to air their latest campaign and they didn’t disappoint at all. #EsarEkIbadat touches so many right cords. What makes a young boy care so much for a friend, a peer that he doesn’t care about anything else. He doesn’t care about the distance or hurdles and obstacles on the way or anything. He is determined to share the blessing of prayers with his friend, who need it more. His determination is praiseworthy and his intentions are noble. He wants to wish his friend luck before he gets treatment. There is a little bit of despair and so so much hope. There is a selfless act of kindness and many many acts of acceptance and I think that’s not only beautiful but a lesson to remember.
Salim! my young hero, I pray that you always be this selfless. I pray that you always inspire others around you to be selfless and I pray the candle of Esar that you have lighted, may light many many more around the world.
This Ramzan campaign is also special in the context that it’s more inclusive. We see two differently-abled kids, we see acceptance, we see Esar. Although the portrayal could have been better.
From amazing cinematography, top-notch camera work to outstanding music, this is totally becoming my favorite campaign of all times. It has all the right messages not only for children but for all of us.
Thank-you Surf Excel for always reminding us who we are, what’s our purpose and why it’s important to be kind and compassionate.
