Ya Maafer is a new Ramadan release that is being widely aired on Egyptian television as part of a Bank Misr commercial.

Released on 1 April (just one day prior to Ramadan) on Banque Misr's YouTube and Facebook channels, the song has since reached over 27 million and 35 million views on each platform respectively. Moreover, the song has been shared by Facebook users almost 20,000 times with most of the social media followers sharing their opinion about Sherine's newest appearance.

Presenting the slogan “Ya Maafer, Kamel LelAkher” (Continue until the End), the video clip presents the Egyptian people from a variety of social classes and occupation – students, workers, gymnasts, newspaper sellers, people with health conditions, etc – with lyrics implying the importance of personal strength and persistence to overcoming obstacles to success, whether in education, work or home.

The numbers and the high engagement of the viewers makes Ya Maafer one of Sherine's most successful songs. The imagery and touching lyrics have spoken to millions of viewers who applaud the song for its truthful and touching content.

Ya Maafer is among many examples of companies reaching out to their customers through commercials that feature the best known artists and other public figures.

Increased television consumption during Ramadan has meant that the month is characterised by significant advertising campaigns.

Over the recent years, commercials have featured big names such as Bahaa Sultan, Mahmoud El-Esseily, Mohamed Ramadan, Mohamed Mounir, Amr Diab and Mo Salah, among many others.