Omani dairy and juice brand Asafwah has launched its nationwide consumer engagement campaign, ‘The Joy of Khareef’, running from June 11 to September 16, 2026, as part of efforts to celebrate Oman’s iconic Khareef season and strengthen consumer engagement across the Sultanate.
Inspired by the natural richness of Dhofar, the campaign aims to bring the spirit of Khareef to communities across Oman through a series of digital and on-ground activities. Asafwah, a locally produced dairy and juice brand, said the initiative reflects its commitment to delivering fresh, high-quality products while supporting local manufacturing and food security goals.
The Joy of Khareef social media campaign offers prizes
Centered on the theme ‘Wherever You Are- Asafwah Brings You The Joy of Khareef’, the campaign invites consumers to share photos featuring any Asafwah product from locations across Oman via Instagram.
Participants will be entered into multiple prize draws, with rewards including 40 return flight tickets to Salalah and 300 Asafwah gift boxes. Draws are scheduled for July 16, August 2, August 31, and September 16, 2026.
Participation and community activations
To participate, consumers must post a photo featuring an Asafwah product on Instagram, tag @Asafwah, add their location, and use the hashtags #TheJoyOfKhareef, #Asafwah, and #DFI. Participants must also comment ‘I Participated’ on the official competition post, tag five friends, and follow both @Asafwah and @DFI.
In addition to the digital campaign, Asafwah will conduct product sampling and on-ground activations at various locations across Oman from June to September, offering consumers opportunities to engage with the brand and experience its product range.
Vipul Bahl Acting CEO – Dhofar Foods & Investment
“As a brand that originates from the land of Khareef, this season holds a special significance for Asafwah. It represents the natural purity, freshness, and sense of togetherness that have shaped our identity over the years. Through ‘The Joy of Khareef,’ we wanted to share that experience with consumers across Oman, enabling them to celebrate and create memorable moments wherever they may be. The campaign reflects our commitment to remaining rooted in Oman while continuing to nurture meaningful connections with families and communities throughout the Sultanate.”
The Joy of Khareef underscores Asafwah’s ongoing focus on celebrating Omani heritage, supporting community engagement, and creating memorable consumer experiences across the Sultanate.
