Pepsi and Lay’s “Strings of light that brings us together” campaign video goes viral

Pepsi and Lay’s exclusive Ramadan video, featuring the voice of Emirati singer Hussain Al Jassmi, has gone viral with more than 18 million consumers across the region viewing, sharing and commenting on the video across social media platforms as they look to bring back the spirit of Ramadan. 

The “Strings of light that brings us together” video, which also stars a host of celebrities from the past and present including Jamal Bajandouh and Haitham Zaki, builds on the promise to bring people together and create joyful memories. 

Speaking about the success of the campaign, Al Jassmi said: “I am so pleased to see the excitement around the video so far. I have really been moved by the comments I have seen and it’s a pleasure to be involved in a campaign like this.”  

“Strings of light that brings us together” is designed to recreate the joy that used to light up the region and unite people during the Holy Month of Ramadan. We are delighted to see the interest and positive comments on social media platforms and would like to thank the celebrities who helped revive the nostalgia of the past,” said Carla Hassan, Chief Marketing Officer, PepsiCo Middle East and North Africa.

This Ramadan, PepsiCo is also giving back to communities across the region to help those most in need. In the United Arab Emirates, PepsiCo Saudi Snack Food Company Limited (SSFL) has partnered with Dubai Charity Association (DCA) to supply more than 50,000 meals to orphans in Africa to commemorate the Holy Month of Ramadan.  In Saudi Arabia and in partnership with Dar El Ber, PepsiCo is donating 10% of the price of each Lays pack purchased to feed the needy. 7UP trucks are also circulating the Kingdom to distribute 10,000 gifts to children in need. And in Egypt, in partnership with the award winning Liter of Light initiative and Misr El Kheir, Pepsi and Chipsy have lit up three villages in one of Egypt’s poorest governances, providing indoor and outdoor lighting in Upper Egypt.

“For us at PepsiCo, giving back to the communities in which we operate is extremely important. I hope that you will all join hands this month and contribute to the happiness of those less fortunate,” added Hassan.