We know what it’s like to feel like to be the only person of colour in the room. To walk into a supermarket and see celebratory banners announcing ‘Ramadan Mubarak’ in all their glory… draped over displays of bottles of beer.
There’s nothing quite so alienating as off-key marketing. It’s like someone’s talking to you in French, but insisting they’ve been speaking English the whole time. It just feels… off.
For 10 years, we – a Londerner and a Northerner named Basit and Adil – had been working in Marketing, Communications and Fundraising to build a humble charity into the largest Muslim brand in the UK.
We’d both spent our entire working lives building connections with the South Asian marketplace, and one Friday evening during our weekly family get-together, an idea sparked… We know that our communities are looking for an alternative, quality offerings; from food to fundraisers, from fashion to fun. And we knew that we were the ones who could connect ethnically diverse markets with the brands which could serve us best.
We know what it’s like to feel othered, and we also know that true connection is at the heart of breaking down prejudice and ignorance. Together, we work with brands to break down these barriers and build real connections.