L3CHRA

125.2 million cumulative views. With high number of fully organic views and interactions. 89% above target. These are the numbers that define "l3chra" campaign.
Produced by Brainbow Agency for Magix (Mutandis Group) during Ramadan 2026, L3chra was built to celebrate the brand's 20th anniversary by embodying its core value rather than narrating it. The concept centers on an untranslatable Darija word, L3chra (العشرة), the tacit bond of trust and loyalty built over time, which the team decided to put to the test, live on camera. Passersby are stopped in the street and asked to call, unscripted and unannounced, the person they trust most, with an unexpected request. Across five episodes released throughout the entire month of Ramadan, the campaign turned a household staple into a serialized appointment that audiences waited for like a TV show.