Google Play and DDB Group Singapore Celebrate Ramadan with an Epic Family Battle

In a captivating blend of tradition and digital entertainment, Google Play, in collaboration with DDB Group Singapore, has launched an action-packed campaign that transforms a typical family gathering into an epic virtual arena this Ramadan. 

Launching nationwide on 4 March in Indonesia, the ‘Level Up Ramadan with Google Play’ campaign video taps into gaming habits around the holy month of Ramadan when gamers play in solidarity with family and friends to pass the time until their fast-breaking evening meal or Iftar. The nationwide initiative beautifully illustrates how these moments of togetherness can extend into the digital realm, turning a family's preparation for Iftar into a playful, competitive gaming session that crosses generational lines. 

The campaign delivers an unexpected twist when the family matriarch is revealed to be the mastermind behind the most formidable gaming character, an Orc. This creative decision not only adds an element of surprise and delight but also serves to break down stereotypes, speaking to the inherent truth that gaming is a pastime for everyone. 

Vinod Savio, CCO of DDB Group Singapore, said, "Our aim was to create a campaign that resonates with the familial spirit of Ramadan while also reflecting the modern dynamics of family entertainment. We wanted to subvert the usual expectations and celebrate the gaming prowess that can come from any member of the family, even the most unassuming ones." 

Recognising the importance of convenience during Ramadan, the campaign also highlights the ease of topping up on gaming needs with Google Play. With just a tap, gamers can continue their play, a welcome reprieve from the complexities of daily life during the fasting period. 

Amanda Chan, product marketing manager at Google Play, added, "Ramadan is a time of unity and reflection, and we wanted to ensure our users can enjoy gaming together without hassle. Partnering with DDB Group Singapore, we've managed to capture the essence of this season, celebrating the joy of gaming with seamless and secure transactions.

To further sweeten the deal, Google Play has collaborated with beloved gaming titles like Free Fire and MLBB to roll out exclusive promotions, allowing players to enhance their gaming experience during Ramadan. This strategic move not only benefits gamers with more engaging playtime but also illustrates Google Play's commitment to providing value to its vibrant community. 

The campaign will run on YouTube and YouTube Shorts with support from influencer video collaborations. 

The campaign follows DDB’s viral ‘Protect Your Play’ initiative featuring Indonesian action hero Iko Uwais.Launched in August 2024, the campaign warned gamers against taking online security for granted and emphasised the importance of remaining vigilant against hacker traps.