Glucon-D had wrangled a spot in Inquilab, the popular Uttar Pradesh publication, during Ramadan. Now its challenge was to not get lost in the festival advertising clutter, and to escape the trap of stereotypes and tropes that this festival typically inspires…

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The insight that we came away with post our chats with people celebrating Ramadan was that it is not just a fasting ritual; it is a reminder of the human values one should live by. Glucon-D’s campaign celebrated 30 small and everyday acts that embody and spread the Ramadan spirit.

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