Maldives’ leading telecommunications operator Dhiraagu has unveiled a multi-layered Eid al-Fitr promotional campaign centered on free data gifting and a gamified rewards mechanism, signaling the company’s continued push to deepen customer engagement through interactive, seasonally driven activations.
Running from March 20 to March 26, 2026, the campaign allows both prepaid and postpaid subscribers to send complimentary data packages to up to five contacts via the DhiraaguApp, a move that simultaneously incentivizes app adoption and broadens the reach of the promotion through peer-to-peer sharing.
Building on Ramadan Momentum
The Eid initiative extends to commercial framework established during Dhiraagu’s Ramadan campaign, “Crack a Kaashi,” which employed a daily prize mechanic to sustain user engagement throughout the month. For Eid, the company has scaled the concept, embedding rewards directly into the gifting process to create a socially shareable experience aligned with the spirit of the holiday.
Tiered Benefits by Subscription Type
Recipient benefits are structured along subscription lines. Prepaid customers receiving a gift will unlock 1GB of free monthly data for 12 months, valid for five days per month, a long-tail engagement tool with the potential to influence long-term usage behaviour. Postpaid recipients, by contrast, receive a 24-hour bonus data pack, catering to higher-spending subscribers with more immediate, flexible data needs.
Gamification as a Retention Lever
At the core of the campaign is a points-based lucky draw system. Each successful data gift earns both sender and recipient five “Rann Tickets,” functioning as entries into a grand prize draw. Customers who complete all five gifts and unlock the “Rann Kaashi” milestone earn additional bonus data and 50 supplementary tickets, a tiered incentive designed to maximize participation rates and reward the most active users.
The prize pool targets aspirational consumer segments, featuring premium electronics and lifestyle products including an Apple MacBook Neo, Sony ZV-E10 camera, Apple AirPods Max, Amazon Echo Dot, Nespresso coffee machine, and gamine furniture from TTRacing.
Broader Promotional Context
In parallel, Dhiraagu is offering a 25 percent bonus on selected prepaid data add-ons through March 31, reinforcing the overall value proposition of its Eid lineup and supporting near-term revenue from data add-on purchases.
The campaign reflects Dhiraagu’s broader commercial strategy of leveraging key cultural moments to drive measurable engagement metrics, combining product utility with experiential and reward-based mechanics to strengthen subscriber loyalty in an increasingly, competitive telecoms landscape.