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Hires, Wins & Business

Creative Agency Mud Orange Launches in London

Agency aims to redefine how Muslims are represented in the industry

Creative Agency Mud Orange Launches in London

Mud orange, founded by Arif Miah and Ala Uddin has opened in London today. Launching on the eve of Ramadan, the creative agency is aiming to redefine and reposition the role Muslims play within the industry, as well as how they are portrayed in mainstream brand activations. Mud orange will focus on creating campaigns that are deeply rooted in contemporary culture and showcase accurate representations of specific target audiences based on strategic insights. 

Arif Miah, co-founder and creative strategy director of mud orange and previously a strategist for Ogilvy: “The mainstream narrative about Muslims is often surrounded with oppression, misogyny, and lifestyles which are against western ideals. So most Muslims, understandably, feel like their true identity is not represented on the main stage. They want authentic and empowering creative that makes them proud, which is exactly what we aim to do at mud orange.” 

Ala Uddin, co-founder and executive creative director of mud orange, who has previously ran his own design business: “We founded mud orange because we deeply care about our cultures - particularly how brands can use it creatively and authentically to resonate with their audience in a way that will truly enable them to cut through.”

The first campaign launch from mud orange is set to be for MyTenNights, which allows users to automate their donations over the last 10 days of Ramadan, meaning they never miss giving on Laylatul Qadr. Currently four out of five Muslims in the UK say they would use an automating donation service, to ensure they don’t forget to donate every night.

Set at night, the ‘I Caught Laylatul Qadr’ campaign focuses on donor-centric activity and aims to redefine charity empowerment by shifting from helping beneficiaries, to control over individual Ramadan goals and donations, while also proudly flaunting Muslims in diverse and empowering scenarios.

The campaign, which launches on Friday 17th April, will be shown across the UK, US and Canada in the form of an extensive digital campaign through paid social and digital, including TikTok and Snapchat, as well as across Sky and other VoD services. 

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