The recent advertising campaign by “Blaban” has stirred up a storm in the Egyptian sweets industry, leading El Abd Sweets to take legal action. The campaign started with a sweet and sincere thank you to those who’ve made Kahk a beloved Eid tradition – from the bakers to those who cherish it as part of the holiday ritual. But things quickly took a cheeky turn.

In one scene, the ad directly addressed the man who claims to have created Kahk, saying, “Thanks for the legacy… but this year, step aside, because Blaban is bringing new creations and flavors!”

 

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The unexpected move has stirred up quite a bit of drama!

The sweets company El Abd, feeling that the campaign is unfairly tarnishing their reputation, has officially filed a complaint with Engineer Khaled Abdel Aziz, head of the Supreme Council for Media Regulation, demanding that the “Blaban” campaign be stopped.

The company claimed that the ad is misleading and disrespects the legacy of their late founder, Ahmed Abdel Rahim Al Abd, a pioneer in Egypt’s sweets industry and a key figure in the Cairo Chamber of Commerce and Confectionery Division.

Is it just a competition?

For El Abd, this goes beyond healthy competition. They’re not just concerned about the rivalry between the two brands but are focused on protecting the integrity of their brand and honoring the memory of their founder.

They believe that the “Blaban” ad misuses their legacy and could mislead the public about their values and ethics.

As the legal battle heats up, the drama has spilled over onto social media and the internet keeps buzzing with all the drama.

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