Storytelling that Connected: The Impact of MTCC’s Brand Films

In an age of shrinking attention spans and 15-second content, MTCC’s Rayyithunge Kunfuni brand films achieved what many campaigns only aim for — they truly moved people.

Released during and between Ramadan 2021 and 2022, these emotionally charged, long-form brand films centered on stories of empathy, second chances, and human connection. Despite each film being over 8 minutes long, they sparked viral engagement across platforms — a rare feat for a government-owned company’s branded content.

BTS - Rayyithunge Dharifulhu

In an age of shrinking attention spans and 15-second content, MTCC’s Rayyithunge Kunfuni brand films achieved what many campaigns only aim for — they truly moved people.

Released during and between Ramadan 2021 and 2022, these emotionally charged, long-form brand films centered on stories of empathy, second chances, and human connection. Despite each film being over 8 minutes long, they sparked viral engagement across platforms — a rare feat for a government-owned company’s branded content.

Real Impact by the Numbers

Across Facebook and Instagram combined, MTCC’s 2022 film “Rayyithunge Ekuveriyaa” alone recorded:

• Over 6,000 shares

• Thousands of reactions, including hundreds of heart and tear emojis

• Thousands of comments, with many viewers openly expressing how the story moved them, tagging family and friends, or recounting personal reflections

• Views well into the tens of thousands across platforms

These weren’t passive scrolls. Viewers engaged deeply — many left multi-paragraph comments. The reaction wasn’t just “great video” — it was “this reminded me of my father,” or “I cried watching this.” This kind of genuine emotional dialogue is a rare outcome for branded communication.

On Facebook in particular, the platform’s community-centered nature allowed the stories to live longer — with comments continuing for days and weeks after the videos were posted. Even a year later, the posts are still being referenced and shared during Ramadan and Eid seasons.

What Made These Ads Work

1. Emotional storytelling

The second film opens with a powerful line:“Sometimes to triumph over the misery in our lives, all we need is some empathy, a second chance and a friend to believe in us.”

That emotional resonance—paired with authentic visuals—created instant connection.

2. Local cultural relevance

They capture familiar life moments and distinctly Maldivian settings, making them feel both personal and universal.

3. Long-form format with bite-sized rhythms

Despite their length, they didn’t feel slow. Dynamic editing, layered narrative arcs, and emotionally charged beats made them bingeable.

4. Share-worthy authenticity

Rather than overt product pushing, they leaned into real human stories—making people want to share and discuss.

Moving Forward

While these long-format stories worked exceptionally well during that time — particularly in the cultural context of Ramadan — audience behavior today favors shorter, more modular content pieces. The same emotional core can (and should) be adapted into platform-native formats like Reels, Stories, Shorts, and bite-sized threads to maintain reach and relevance.