As the holy month of Ramadan begins, global home appliance brand, Midea, has unveiled a series of initiatives aimed at promoting the values of giving, sharing and family bonding among Muslim faithful across Nigeria.
The campaign, tagged "Midea Ramadan," is designed to support Muslim communities through food sharing and gift donations, while also highlighting the role of small domestic appliances in easing meal preparation during the fasting season.
Activities under the initiative will take place in three major cities, Lagos, Ibadan and Kano.
Midea said the campaign is aimed at reinforcing the importance of compassion and communal support during Ramadan, while encouraging families to make the most of Sahur and Iftar periods using efficient and time-saving appliances.
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Speaking on the initiative, marketing manager, Midea Nigeria, Kenneth Ekwueme, noted that the prolonged hours of fasting during Ramadan make proper nutrition essential.
"Muslim faithful fast for long hours during Ramadan, and Midea small domestic appliances can be used to prepare nutritious meals that help balance the protein and calcium the body requires.
"Research has shown that the first meal after fasting is critical, and this can be achieved effectively with the use of Midea SDAs."
Ekwueme added that the company is leveraging various platforms to engage Muslim consumers throughout the holy month, encouraging reflection, acts of charity and family togetherness.
"To mark this special season, Midea will continue to remind Muslims of the importance of zakat, kindness to others and strengthening bonds with family and friends," he stated.
He further disclosed that Midea has partnered with selected chefs to develop nourishing recipes tailored for Sahur and Iftar, all prepared using Midea small appliances to simplify the cooking process.
According to the company, Muslim influencers have been selected to drive the message online, engaging followers through interactive content and conversations centred on sharing, love and community support.
