Mohammed Sarwani, Inaya Shaik, Pranav Menon, Abdul Azez and Rouda Sultan El Suwaidi spent weeks creating vibrant illustrations for a card game they knew thousands of families would hold in their hands this Ramadan. The five art students from Rashid Center for People of Determination had no idea their work would reach UAE homes within 15 minutes of being ordered.
That’s the promise behind ‘After Sunset’, a limited-edition card game launched on 20th February by Amazon UAE and Emirati entrepreneur Anas Bukhash.
The game builds on Bukhash’s #ABtalks platform, known for intimate celebrity interviews that probe beyond surface-level answers. Now those probing questions arrive in card form, designed to turn Iftar and Suhoor gatherings into moments of genuine connection rather than polite small talk.
Three categories of cards make up the deck. Question Cards push families into deeper territory. Action Cards inject movement and laughter between courses. Then there are the AB Question cards—a personal collection written by Bukhash himself, each one decorated with artwork from the five Rashid Center students.
“There’s something beautiful about watching friends and families get together during Ramadan. ‘After Sunset’ was created for those moments – to bring people closer through meaningful conversations that spark warmth and presence,” Bukhash explained. “We hope this game bridges generations, with questions that resonate with everyone, whether they’re 13 or 70. Through this collaboration with Amazon, we are bringing these conversations into homes across the UAE, with hopes that the values of kindness, reflection, and connection last long after the gatherings end.”
The age range matters. Thirteen-year-olds and seventy-year-olds rarely find common ground at family gatherings, but the questions aim to span that gulf.
Amazon is betting customers will pay AED 130 for that bridge—though Prime members get free delivery through Amazon Now, the e-commerce giant’s ultra-fast service that promises products in 15 minutes. For a physical item like a card deck, that timeline represents the aggressive edge of last-mile delivery competition in the UAE market.
The collaboration carries weight beyond commercial appeal. When Rashid Center students see their artwork featured on cards passed around dinner tables from Dubai to Abu Dhabi, it shifts perceptions about artistic ability and determination.
Mariam Othman, Director at Rashid Center for People of Determination, noted the significance. “This collaboration with Amazon and #ABtalks opens doors for our students to reach new heights as they share their artistic vision with communities near and far,” she said. “When their artwork becomes part of something as meaningful as ‘After Sunset’, it amplifies their voices and demonstrates that creativity knows no boundaries. We are proud to see their talents recognized, inspiring others to appreciate the diverse perspectives and abilities within our community.”
The Rashid Center partnership adds a social enterprise dimension to what might otherwise read as a straightforward influencer product launch. Bukhash, whose #ABtalks YouTube series has attracted millions of views across the Middle East, has built his brand on vulnerability and authentic dialogue—qualities not typically associated with celebrity-endorsed products.
Whether families actually use conversation cards at Ramadan gatherings, or whether the deck sits unopened on a shelf, will become clear in coming weeks. The format isn’t new—conversation card games have proliferated globally over the past five years, from ‘We’re Not Really Strangers’ to ‘TableTopics’. What distinguishes ‘After Sunset’ is its cultural specificity and the 15-minute delivery window.
Stefano Martinelli, Vice President of Amazon Middle East, North Africa, and Turkey, positioned the launch within Ramadan’s broader themes. “Ramadan is a time for reflection, gratitude, and reconnecting with the people who matter most,” he said. “By collaborating with Anas Bukhash to create this #ABtalks Ramadan card game, exclusively available on Amazon Now, we are offering customers a new way to create meaningful moments together during this special season. With 15-minute delivery of the complete ‘After Sunset’ experience directly to their doorsteps, we are making it easier for customers to spend less time planning and more time focusing on what truly counts for them: sharing meaningful conversations over Iftar and Suhoor with loved ones.”
The game launched exclusively through Amazon Now, accessible via the Amazon mobile app or at www.amazon.ae/abtalksnow. That landing page also features what Amazon describes as Bukhash’s favourite Ramadan snacks and essentials—a curated selection that extends the collaboration beyond a single product.
Limited-edition status adds urgency. Amazon hasn’t disclosed how many decks were produced, but the Ramadan window is finite. Once the Holy month ends, so does the cultural relevance of a game called ‘After Sunset’—a reference to Iftar, the meal eaten after sunset during Ramadan fasting.
The timing of the 20th February launch gives customers several days to order before Ramadan begins, though the exact start date varies by lunar calendar observation. For families planning their gatherings, that buffer matters.
What remains uncertain is whether conversation cards can genuinely shift family dynamics, or whether they become another well-intentioned purchase that feels awkward in practice. The answer likely depends on the family—and whether anyone actually shuffles the deck after the meal is served.
For the five student artists whose work decorates the AB Question cards, the impact is already tangible. Their illustrations will sit on tables across the Emirates, sparking conversations they’ll never hear but helped make possible.