Here and Now 365’s campaign for Morrisons, ‘Living is Giving’, recently won the award for Best Food Marketing Campaign at the Asian Food and Restaurant Awards for 2021. The award was accepted on behalf of Morrisons by our Media Director Suhrud Chimbalkar.
Launched in 2018 to award-winning success, the Living is Giving campaign works to embody the generosity of Ramadan and the joyous spirit of Eid, reaching out to Muslims across the UK every year. It was the brainchild of Noor Ali, and it has previously won Best Advertising Campaign 2018 at the Asian Food and Restaurant Awards and Community Campaign of the Year 2020 at the British Asian Media Awards.
In 2021, the campaign ran across multiple platforms, including TV, radio, print and social media, with the aim of highlighting ‘Giving’ as one of the central themes of Ramadan. Living is Giving 2021 was supported by influencers like Faryal Makhdoom, as well as ten of the leading South Asian brands in the UK such as Elephant Atta, KTC, Rubicon, Lofresh, Veetee, Humza, and Shazan’s Select.
The highlight of the 2021 campaign was a picture book retelling of ‘Kabuliwallah’, by Nobel Laureate Rabindranath Tagore, which came as a welcome moment of levity in a year in which Afghanistan was going through a period of unprecedented crisis. The story went viral in the UK and beyond.
The Kabuliwalah Story
Kabuliwalah, the beautiful story of intergenerational friendship by Nobel Laureate Rabindranath Tagore, was the highlight of the 2021 Living is Giving campaign when a picture book retelling of the iconic story gained traction online in the UK and beyond. This tale reminds us of the importance of a generous spirit, and provided a welcome moment of levity in a year filled with such crisis and strife for Afghanistan.
Below is an English translation of the Kabuliwalah story by Ratikanta Singh.
My five years’ old daughter Mini cannot live without chattering. I really believe that in all her life she has not wasted a minute in silence. Her mother is often vexed at this, and would stop her prattle, but I…
Alternatively, you can watch an illustrated version of the Kabuliwalah story below.