'Neki' is indeed an 'ibadat' on its own, and watching this teary ad for Ramazan gives a new meaning to that sentiment.

The ad opens with the scene of typical sehri time rush in the household. Sirens and alarm bells are ringing, moms are busy in the kitchen making parathas. And there's one young guy in particular who is neither sleepy nor yawning at the dinner table — he is, in fact, running around the neighbourhood, making sure he gets to the one dark house on the block — that of the elderly chacha of the mohalla - before sehri time ends.

Extra brownie points for the soundtrack too — you can't help gushing in love for the young lad and the bond that he shares with his elderly neighbour.

With the right mix of emotion, adorable scenes and the simple act of extending compassion and kindness to everyone, this ad shouts out a very important message loud and clear: being selfless and extend care to those around us.

This Ramazan, look past the extravagant iftaris and Eid fanfare and celebrate the real essence of the month — reaching out with kindness to those who need it the most.

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