Traditionally, Iftar is the meal with which Muslims end their daily Ramadan fast as a family. Today, the tradition sees fewer families breaking the fast together. Betty Crocker has been a resource for nearly a century helping home cooks to make meals special to bring families together. Looking help preserve the tradition of families coming together for Iftar, they created an experience that highlights family connection.
The Iftar of Lights is a unique tablecloth that lights up only when every family member is at the table. Created by VMLY&R, the tablecloths feature designs screen-printed with special conductive ink, built-in lights, and a battery powered circuit. The design lights up only when all plates are placed on the table. One missing plate, the circuit remains incomplete.
Experiential advertisement created by VMLY&R, United Arab Emirates for Betty Crocker, within the category: Confectionery, Snacks.
Chief Creative Officer: Kalpesh Patankar
Associate Creative Director: Kapil Bhimekar
Senior Copywriter: Sambhav Khandelwal
Marketing Director, General Mills: Sajjad Hussain
Business Director, Account Management: Darine El Kaissi
Account Executive: Maria Jabbour
Agency Producer: Vitthal Deshmukh
Agency Producer: Khushi Rawat
Editor: Prathyush Kumar
Producer, Joy Filmz: Ali Azarmi
Music Artist: Sameer Suri