Google Play, in collaboration with DDB Group Singapore, has launched an action-packed campaign that transforms a typical family gathering into an epic virtual arena this Ramadan.

The ‘Level Up Ramadan with Google Play’ campaign video taps into gaming habits around the holy month of Ramadan when gamers play in solidarity with family and friends to pass the time until their fast-breaking evening meal or Iftar.

The nationwide initiative illustrates how these moments of togetherness can extend into the digital realm, turning a family’s preparation for Iftar into a playful, competitive gaming session that crosses generational lines.

The campaign delivers an unexpected twist when the family matriarch is revealed to be the mastermind behind the most formidable gaming character, an Orc. This creative decision speaks to the inherent truth that gaming truly is a pastime for everyone.

Vinod Savio, CCO of DDB Group Singapore, said, “Our aim was to create a campaign that resonates with the familial spirit of Ramadan while also reflecting the modern dynamics of family entertainment. We wanted to subvert the usual expectations and celebrate the gaming prowess that can come from any member of the family, even the most unassuming ones.”

Recognising the importance of convenience during Ramadan, the campaign also highlights the ease of topping up on gaming needs with Google Play. With just a tap, gamers can continue their play, a welcome reprieve from the complexities of daily life during the fasting period.