Zain encourages peace in Ramadan TV commercial

Telecommunications operator Zain Group focuses on achieving peace throughout the Middle East in its 2016 Ramadan television commercial for the Holy Month.

The commercial, which stars Moroccan artist Saad Lamjarred and Indian child superstar Harshaali Malhotra, reflects on the past in which people seemed happier despite having less materialistic things then they have access to nowadays. It was filmed in Sri Lanka and received more than 4 million views within five days of the commercial appearing on the company's YouTube channel.

The commercial features a song consisting of lyrics written by Hiba Mishary Hamada and music composed by Bashar Al Shatti, as well as a musical mix by Rabieh Saydawi. The ad is part of Zain's corporate social responsibility goals and commitment to establishing a conflict-free world.

"Every year the Holy Month of Ramadan offers us a chance to reinforce our credentials as a company whose history and future is tied closely to this region," Zain Group CEO Scott Gegenheimer said. "At a time when there is so much turmoil and insecurity for so many of our citizens, it is necessary for Zain to promote the strong message of peace."