In this analysis of Promasidor’s latest seasonal campaign, Brand Communicator’s Jeremiah Agada dissects this Onga Seasoning’s Ramadan 49-second spot. Agada’s review examines how Onga has strengthened its “Mama’s Helping Hand” positioning by situating its product within the emotional construct of Ramadan – from pre-dawn Sahur preparations to sunset Iftar gatherings. In evaluating the advertisement against a comprehensive framework of storytelling effectiveness, cultural authenticity, brand integration, and production quality, Agada offers readers a nuanced appreciation of how Onga has created what he considers “one of the most impactful Ramadan campaigns of this season” – an advertisement that nourishes both the viewer’s sense of tradition and the brand’s connection to Nigerian Muslim households.
Ramadan, the ninth month of the Islamic lunar calendar, is a period of spiritual reflection, communal prayers, bonding, and disciplined devotion for Muslims worldwide. In Nigeria, a nation with a large Muslim population, this holy month is observed with deep reverence. The pre-dawn Sahur (or Sehri as some know it) and sunset Iftar meals are central to the Ramadan experience – nourishment, gratitude, and familial unity.
The importance of nutritious, healthy, and flavourful meals cannot be overstated, particularly during this period. For families, especially mothers, preparing these meals is an act of love and devotion. The pressure to serve dishes that satisfy families after long hours of fasting is immense. It is within this context that Promasidor’s Onga Seasoning launched its Ramadan-themed TVC, reaffirming its role as “Mama’s Helping Hand”—a brand that eases the burden of cooking while enhancing the joy of dining. Onga has long established itself as the king of “owambe” in Nigeria, leveraging sponsorship opportunities and cultural positioning to deepen its brand equity. From its unforgettable presence at the Cultural Night of the 2023 AMVCA Awards to its dominance in household kitchens, Onga has become synonymous with delicious, flavourful, and authentic Nigerian meals.
TVC Overview and Plot Analysis
The new Onga Ramadan TVC captures the essence of the holy month by illustrating the role of food in forging, advancing connections and nourishing both body and soul. The narrative begins with a teenage boy waking up to the sound of an alarm, just in time for Sahur. A male narrator’s voice accompanies the scene: “During this blessed month.…” The scene transitions to a close-up of an Onga cube before cutting to the boy’s mother crushing it into a simmering pot of stew. The family soon gathers around the dining table to enjoy the meal.
“…we begin with prayers…” the narrator continues as the boy and his family observes Fajr, the first of the five daily prayers.
“…with faith…” he adds, , as the passage of time is creatively depicted through a visual transition of daylight shifting to evening, showing the fast-paced hours of devotion and self-restraint that characterize Ramadan. As the sun sets, the focus shifts to a community compound converted into a makeshift kitchen, where large quantities of food are being prepared for Iftar. Onga cubes and sachet powder are seen being used alongside fresh onions, highlighting the brand’s role in elevating traditional meals.
“…and with the spirit of giving….” This scene is particularly touching, as it shows a young girl and an adult offering food to a woman who appears to be displaced, possibly a refugee seeking shelter in a government school in one of the crisis-prone areas of Northern Nigeria. The act of sharing during Ramadan is beautifully captured here.
“Ramadan is more than just about prayers…” the narrator continues as Muslim faithfuls observe the Maghrib prayer, the fourth among the daily prayers held at sunset. Prayer is a cornerstone of Ramadan, and the TVC ensures it is prominently depicted.
“….it’s about bringing hearts together through the joy of sharing meals cooked with Onga.” Iftar, a communal tradition during Ramadan, is shown in full swing as meals prepared earlier are now served to a group of people who share laughter and warmth while enjoying their food.
As the community settle into their meal, two children—likely Almajiris—stand hesitantly at the periphery. Their presence is soon acknowledged by a kind-hearted host who gestures to her daughter to invite them to join. The TVC concludes with wide shots of the gathering enjoying their meal, as the narrator warmly says, “Ramadan Kareem!”
What Makes a Ramadan TVC Effective?
To assess the Onga TVC’s success, we evaluate it against key parameters such as cultural authenticity, emotional resonance, brand integration, and production quality.
Storytelling & Narrative Flow
The Onga Ramadan TVC is a masterclass in storytelling. It seamlessly weaves together themes of faith, family, and community in just 49 seconds. Each scene transitions effortlessly into the next, maintaining a consistent emotional pull and capturing the essence of Ramadan. The depiction of individual, family, and communal moments resonates deeply, making it highly relatable. The narrative arc is well-structured, concluding on an uplifting and inclusive note as the act of sharing extends beyond family to the wider community.
Emotional and Cultural Relevance
One of the strongest elements of the TVC is its deep emotional and cultural resonance. It highlights faith, family, and generosity—core values of Ramadan. The depiction of Iftar preparation and the inclusion of Almajiri children being welcomed into the communal meal reflect the spirit of giving that defines the season. The voiceover narration enhances the emotional appeal, making the message even more heartfelt. Additionally, the use of familiar imagery, such as traditional meal settings and prayer moments, ensures a genuine connection with the audience.
Brand Integration and Positioning
Onga’s presence in the TVC is natural and organic. Rather than feeling forced or overly promotional, the brand is seamlessly woven into the narrative as an essential ingredient in meal preparation. The visual cues of Onga cubes and sachet powder being used subtly reinforce the brand’s positioning as “Mama’s Helping Hand.” The TVC further amplifies Onga’s longstanding role in Nigerian cuisine, further emphasizing its relevance during Ramadan, a period when meal preparation is especially important.
Visual and Cinematic Quality
The TVC boasts high-quality cinematography with warm, inviting visuals that enhance its storytelling. Lighting transitions effectively convey the passage of time, from the early morning Sahur with a single family to the Iftar gathering. Close-up shots of meals being prepared highlight the sensory appeal of Onga seasoning, while wide-angle shots of communal dining reinforce themes of togetherness and generosity. Each frame is intentional, contributing to the overall visual richness of the campaign.
Sound Design and Voiceover Effectiveness
The choice of a calm yet evocative male narrator adds depth and warmth to the TVC. His voice guides the audience through the unfolding scenes, reinforcing the themes of prayer, faith, and sharing. The background score is subtle yet effective, complementing the visuals without overpowering them. Together, these elements create an immersive experience that keeps the audience emotionally engaged from start to finish.
Call to Action and Brand Recall
The TVC’s conclusion, marked by the words “Ramadan Kareem!” and the final branding shot, leaves a lasting impression. It successfully reinforces Onga’s role in making Ramadan meals special, positioning it as an indispensable part of the season’s culinary experience. The strong emotional appeal and culturally relevant messaging ensure that viewers not only remember the ad but also associate Onga with the joy of shared meals during Ramadan.
A Winning Ramadan TVC
Onga’s Ramadan TVC is a beautifully crafted campaign that aligns perfectly with the brand’s positioning as “Mama’s Helping Hand.” It is a brilliant example of effective advertising, balancing storytelling, cultural authenticity, and strong brand positioning. Through powerful storytelling, emotional depth, and culturally relevant themes, it celebrates the spirit of Ramadan. With high-quality visuals, an engaging narrative, and a message that resonates, this TVC stands out as one of the most impactful Ramadan campaigns of this season.
Final Verdict? This TVC beautifully encapsulates the spirit of Ramadan, making it one of the standout campaigns of the season.
