“Mamnoon” The new Loyalty Program

As part of its commitment to delivering innovative and audience-centric communication, Zain Iraq launched the “Mamnoon” Rewards Program through a strategic collaboration between Khumra Group, a leading Iraqi production company specializing in television series and advertising, and Ogilvy, one of the world’s foremost global advertising agencies.

The campaign represents a fully integrated creative effort, built upon an original concept developed by Ogilvy’s creative teams and translated into a visually and technically compelling execution by Khumra Group. The production was designed to align with the latest industry standards in storytelling, visual effects, and advanced production techniques.

Filming took place entirely in Baghdad, under the direction of Muhaned Abu Khumra, a director widely recognized across Iraq for his expertise in directing, acting, and visual and technical effects. Leading his creative team, Abu Khumra successfully transformed the core concept into a comprehensive 360° campaign that included:

The main campaign film

High-end photography

Digital content and social media reels
The project unfolded over several months, encompassing strategic planning, creative development, production, and post-production phases. The result was a cohesive and impactful campaign that reflects the spirit of the “Mamnoon” program, strengthens Zain’s relationship with its audience, and highlights the power of collaboration between global agencies and local creative leadership.