Video by Kuwaiti telecoms firm Zain aired during Ramadan divides opinion with depiction of victims confronting a bomber

A Ramadan TV ad by a Middle Eastern telecommunications company in which victims of terrorism confront a suicide bomber and urge society to “bomb violence with mercy” has provoked a heated debate in the region, with some praising its attempt to tackle extremism and others criticising it for using victims of bombings and a simplistic portrayal of terrorists.

The three-minute video by Zain, a commercial mobile operator based in Kuwait, went viral over the weekend with some calling for it to be withdrawn, while others praised its tagline of “we will counter their attacks of hatred with songs of love, from now until happiness”.

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