Dhiraagu has introduced its Ramadan campaign for this year, framing the month around the theme of family connection while pairing it with a series of customer promotions and charitable initiatives.
Details of the campaign were announced at a press conference, where the company outlined offers aimed at mobile and broadband customers alongside digital payment-based donation drives. The theme, titled “Ailee Gulhun,” centres on maintaining family ties during the holy month, with promotions structured around daily engagement and late-night connectivity.
Among the offers is a daily in-app promotion allowing customers to receive 2GB of free data by participating in a “Crack A Kaashi” activity through the DhiraaguApp. Customers who take part throughout Ramadan will also enter a draw to win a holiday trip for two to China.
Mobile users are also being offered unlimited data during Tharaavees hours when activating a monthly add-on, or through special add-ons priced at MVR 35 for one day and MVR 199 for 28 days, usable between 9:00 pm and 1:00 am. A separate night-time benefit provides one hour of unlimited data or voice calls free of charge between 1:00 am and 4:00 am.
Broadband customers can upgrade to higher-speed packages at no additional cost for two months under the “Limitehneh” promotion. The company is also encouraging shared data usage within households through its “Salhi Aailaa” feature, which allows customers to share up to 30GB of data with up to four family members.
Beyond connectivity, the campaign includes digital gifting and donation options through DhiraaguPay. Customers can gift Foodies vouchers, donate iftar packs for migrant workers through Mission for Migrant Workers Maldives, and contribute towards care baskets for vulnerable families via MOMS Aid. Dhiraagu stated it will begin the family donation drive by supporting 100 households. Users can also pay Fitr Zakat through DhiraaguPay during the month.
The company confirmed that its Gudi Fest and Thashibari Movement initiatives will continue during Ramadan across the Maldives. A short film centred on family connections is scheduled for public release on the first day of Ramadan as part of the broader campaign.
