By Bilal Rachman, senior planner at VMLY&R Commerce.
Ramadan, the time of the year when marketers bring out the big guns when every brand borrows from age-old Ramadan narratives and themes established decades prior, a time when our screens are riddled with clichés and traditions we’ve probably already heard or seen before. Was that tear-jerking ad about a mother’s dedication from this year or last year? Which brand made that generosity campaign again? Who was it that wanted to ‘elevate’ my Iftar dinner moments? Was it tea? Biscuits? Perhaps ready-made meals?
Despite the fact that many of us today may cons
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