Every Year, Ooredoo Maldives, unveils its annual Ramadan campaign that focuses on local culture, traditions or a historical event that reinforces the message of togetherness, kindness, compassion and building relationships with loved ones during the auspicious month. Unlike any other year, this year, Ooredoo’s Ramadan initiative is packed with special flavors as the company has focused on a special local chilli, Kandoodhoo Mirus, one that is very close to people’s hearts, especially during the month of Ramadan.
In line with Ooredoo’s vision to enrich the lives of local communities, the campaign focuses on establishing the Kandoodhoo Mirus as a brand to enable the people of Kandoodhoo to market the product to new local and international markets to take this unique product to the even greater heights. The campaign was launched at a special ceremony held to unveil its Ramadan offers that was attended by the President of Local Government Authority, Ms. Afshan Latheef, President of Kandoodhoo Council, Mr. Ahmed Reehan, Managing Director & CEO of Ooredoo Maldives, Mr. Khalid Al-Hamadi, management of Ooredoo Maldives and esteemed guests from Kandoodhoo Council.
Building upon the popularity and the chilli’s uniqueness, Ooredoo together with Kandoodhoo Council has built a brand for the chilli, based on its story, taste and flavor. This includes brand guidelines, a special logo and a dedicated website for Kandoodhoo Mirus with the aim to further establish the product across Maldives and beyond, connecting the people of Kandoodhoo to new opportunities and socio-economic growth. In addition to the establishment of Kandoodhoo Mirus Brand, as a special ramadan gift, Ooredoo Maldives also partnered with Enzi to create a special hot sauce using Kandoodhoo Mirus. The sauce comes in different levels of spiciness from Hot, Very Hot to Fiery Hot which can be enjoyed by people with different levels of spice tolerance. This special sauce will be available for purchase through the newly developed Kandoodhoo website and ecommerce platform Moolee.
“For this year’s Ramadan, we have partnered with Kandoodhoo Council with the initiative to elevate the locally produced Kandoodhoo Mirus into a brand that to new local and global markets, which will ultimately flourish the local economy of the island. We are proud to see the works of our partnership with Kandoodhoo Council come alive today and we will continue to further develop and support the people of Kandoodhoo in their venture to reach greater heights.” Managing Director and Chief Executive Officer, Khalid Al-Hamadi.
“This initiative greatly aligns with the strategic aims of LGA, especially in creating vibrant local economies. I hope this partnership becomes a strong example of how corporates can support local communities in the islands by facilitating exciting new opportunities for economic growth.” CEO of Local Government Authority, Ms. Afshan Latheef.
“It was with great pleasure we welcomed Ooredoo Maldives team when they visited us months back, with their ideas on how to develop the Kandoodhoo Mirus Brand together. It has been a great journey working with the team and today, we are delighted to see our plans come to life. We thank Ooredoo team for this generous and important initiative that will drive the socio-economic growth of Kandoodhoo not just for agriculture but in various different aspects.” President of Kandoodhoo Council, Mr. Ahmed Reehan.
Since 2001, Kandoodoo Mirus has quickly gained popularity among the local communities for its distinct taste, smell and its fiery hotness. Kandoodhoo Mirus is a unique locally produced variant of scotch bonnet, which has now become a household name in the Maldives. As a community focused company, Ooredoo Maldives has always remained a close partner of the local communities, and acted as an enabler of small businesses providing guidance, expertise and necessary tools for their growth. Understanding the value of branding, Ooredoo Maldives joined hands with Kandoodhoo council with the aim to support local farmers, build the Kandoodhoo Mirus brand and support their efforts to take this exceptional product to a larger global audience.