During Ramadan, some of the most meaningful moments don’t happen around big occasions, but in the quiet, late-night hours between Taraweeh and Suhoor. In the Gulf Region, that moment comes alive through the Ghabga a gathering typically filled with food, laughter and unfiltered conversations. With Vaseline Ghabga, the brand set out to capture this feeling and turn it into something people could experience beyond their own circles.
The result was a four-episode series scripted by Team Reactivate which aired on MBC Shahid, designed not as a typical branded campaign, but as a show that feels as real and spontaneous as the tradition itself. The campaign was brought to life in partnership with media agency PHD and influencer agency Mumkin, while the production was overseen by Team Reactivate Middle East.
Hosted by Yusur Al Khalidi, the series brought together a mix of creators, artists and personalities across different episodes, each reflecting a different side of what a modern day Ghabga can look like.
Lara Sabbagh, Brand Manager at Vaseline, Unilever Arabia, explained, “For us, it was important to show up in a way that feels true to Ramadan. This is a time built on rituals and connection, and we wanted to be part of that in a meaningful way. With Vaseline Ghabga, we focused on creating something people would genuinely enjoy watching, while naturally reinforcing the importance of skin hydration during the season.”
From chaotic kitchen moments and playful competition to mystery-driven challenges and the buzz of Eid preparations, the show moved naturally between themes that audiences already relate to during the season.
Instead of building a scripted narrative, the idea was to create space for genuine interaction. Conversations unfolded organically, energy shifted from calm to chaotic, and moments of humour and connection took centre stage. It felt less like watching branded content and more like being part of a gathering you didn’t want to miss.
Choosing MBC Shahid as the platform was key to this approach. Ramadan viewing habits in the region lean heavily towards longer, more immersive content, making it the perfect space to introduce a 15 to 20 minute format that audiences could sit with and enjoy.
The show was designed to feel like a live experience, mirroring the unpredictability and warmth of a real Ghabga.
Speaking about the idea, Saria Qureshi, Creative Director at Team Reactivate, said: “Ghabga is something everyone relates to, but no one had really brought it to life in this way before. We didn’t want to recreate it, we wanted to extend it. The thought was simple if people can’t be at every gathering, why not bring that energy to them in a way that still feels real and unscripted.”
The brand’s presence was intentionally subtle. Rather than leading with product messaging, Vaseline was woven into the experience through context and conversation, particularly around hydration, a concern that naturally becomes more relevant during Ramadan. This allowed the brand to stay authentic to the moment without interrupting it.
With Vaseline Ghabga, the brand moves away from interruptive advertising and steps into a space where culture leads and storytelling follows. By turning a deeply rooted tradition into a shared viewing experience, the campaign shows how brands can connect more meaningfully when they choose to be part of the moment rather than speak over it.
CREDITS:
Client: Vaseline – Unilever Arabia
Marketing Manager : Sarah Khalil
Brand Manager : Lara Sabbagh
B&W Digital Marketing Lead: Rawan Ghannam
Creative Director: Saria Qureshi
Business & Strategy Director: Sidra Ahmed
Account Team: Muhammad Waleed & Maya Al Khatib
Creative Copy: Rania Algethami
Social First: Mahmoud Hamdy & Arslan Hameed
Creative agency: Team Reactivate Middle east
Media agency: PHD
Influencer agency: Mumkin
Production Agency: Team Reactivate Middle east
Executive Producer: Muhammad Ahmedullah Jung
On-site : Faisal Sangi
Producer : Faizan Baloch
Content Producer: Joanna Jabre
DOP: Elias Trad
Production Manager: Nada Saade
Script and Screen Writers : Nadine, Saria Qureshi, & Asma Alndhi
Art Director: Nida Akber Khan
Music: Danny Maroun
Design Director: Bilal Khan
Set Design : Muhammad Sarfaraz Khan
‘ The preceding article may include information circulated by third parties ’
‘ Some details of this article were extracted from the following source campaignme.com ’
