As we enter February 2025, there’s little running through the minds of marketers in the Middle East – or those within agencies servicing them – as much as Ramadan.
For most consumers in the Middle East, Ramadan is a month of reformation and resolutions, as well as amended habits and behaviours. It is a month of fasting, physical and mental cleansing, togetherness, prayer, gifting, iftar and suhoor, and family gatherings.
For a few others not observing the Holy Month, it is a month of shorter working hours, cultural experiences, community get-togethers, and contributing to social good – on top of business as usual.
For brands and marketers, however, Ramadan is often considered the ‘Super Bowl’ of advertising in the region. Significant budgets, time and resources are allocated to being distinctive and discerning in the way they connect with communities, curate meaningful customer experiences, create culturally sensitive campaigns, contribute to social impact, and communicate authentic stories.
This not only requires a clear understanding of Ramadan – and what it means to various groups of consumers – but also understanding how media, moments, timing and targeting for Ramadan have evolved over time.
To discuss all this and more, The Marketing Society in partnership with The Trade Desk, virtually brought together a group of marketers, including:
- Aida Al Busaidy, AVP Consumer Advocacy and Social, Dubai Department of Economy and Tourism,
- Ahmed El Gamal, Senior Director – Marketing, Jumeirah Group,
- Marilena Hadgianni, Marketing Director, Chalhoub Group,
- Gaurav Sinha, Marketing Director AMEA, Domino’s Pizza, and
- Terry Kane, Managing Director MEA, The Trade Desk.
… for an in-depth conversation moderated by Alasdair Hall-Jones, Global Director, The Marketing Society.
Togetherness, changing behaviours and big investments
The conversation began with a look at the current Ramadan marketing landscape, what it entails, as well as its broader impact on the region.
Jumeirah Group’s Ahmed El Gamal got the conversation started saying, “Ramadan is all about togetherness. This means creating avenues to share moments and create memories. The hospitality industry sees a shift towards a lot of F&B programming bringing guests together for 30 days on 2 key occasions Iftar and Suhoor. Togetherness is an underlying theme in every business category throughout the holy month and it is apparent in a lot of the ads we see.”
Building on the concept of togetherness, Dubai Department of Economy and Tourism’s Aida Al Busaidy said, “The dynamic of togetherness is also witnessed by people spending more quality time with friends and family outdoors, considering the Holy month moving into the cooler season. It’s something that we, as marketers, need to consider as well, especially in terms of digital out of home (DOOH) or just traditional out of home (OOH).”
Making the case for outdoor advertising, Al Busaidy added, “You’ll also see people working out an hour before they break their fast, or a couple of hours after they’ve broken their fast. The city is also completely transforming. The are a lot more paths for walking, exercising and a lot more areas for people to congregate. It’s going to be very critical to think about what sort of content we’re pushing through our outdoor ads, partner locations as well.”
The Trade Desk’s Terry Kane said, “TV is still such a dominant part of the Ramadan conversation because some of the best Ramadan content is on the platform. But more importantly, it’s also because the ‘togetherness’ factor. People are still gathering around the box to watch TV together. And that happens particularly at a suhoor moment. It happens before sunrise, and it happens after iftar as well.”
The panellists went on to discuss why TV commercials remain the biggest investment during Ramadan and why linear TV remain expensive for brands and advertisers, referring to the Holy Month of Ramadan as 40 days of ‘Super Bowl’ for advertisers in the region.
El Gamal said, “This is our Super Bowl. We see a lot of content and TV shows, at least in the Arab world, being produced and being aired specifically for this part of the year. The big networks and platforms, like the MBCs and Shahids, are creating programmes just for that season because they know that they’re going to get people to gather around that space.”
He added, “We also know that during Ramadan, in the GCC, TV commercials have the biggest investments because people are looking forward to a specific type of entertainment during that time of the year.”
Overall, discussing budgets set aside for Ramadan advertising, some of the marketers revealed that they set aside as much as 20 per cent of their annual marketing budget for the limited duration of Ramadan.
The discussion also brought to light global trends: In more mature markets, investments are moving towards programmatic because brands are demanding more transparency, more efficiency and, particularly, more data-driven television investments.
“Globally, marketers are saying transparency and measurement are really important, particularly on live and seasonal content,” Kane said, adding “because that’s where the eyeballs are. But it’s got to be better than what we were doing decades ago: buying TV spots upfront at $1m. Clearly, this is the platform where most of the content is during Ramadan. Investment will follow the eyeballs. However, the business model behind it is changing and brands should demand better.”
The group of marketers also discussed changing consumer behaviours, habits, purchasing trends and consumption patterns – pre-Ramadan, during Ramadan and through Eid-al-Fitr.
Chalhoub Group’s Marilena Hadgianni said, “Within retail, for example, the trend in behaviour pre-Ramadan leans towards kaftans, local dresses, etc., while during Ramadan it shifts to casual wear and skincare products that ensure the skin remains hydrated. During Eid, we see the shift towards evening wear and festive, celebratory products.”
Understanding what consumers want before, during and after Ramadan will remain key to a brand’s success during the Holy Month.
Timing, timeliness and Ramadan advertising budgets
Marketers also reached a consensus that the timeliness of planning for Ramadan, as well as the timing and timeliness of ad placements, are critical.
They discussed how the lunar cycle of Ramadan affects the planning cycle and how changing behaviours in content consumption during Ramadan, which takes place during specific times of day, affect ad placements.
El Gamal said, “With the lunar cycle moving backwards, we really need to start planning far ahead for campaigns and initiatives. If we’re not talking about it in the third quarter of the previous year, then we’re already late. And with the cycle it is only going to get earlier year on year.”
Domino’s Pizza’s Gaurav Sinha took this is a step further stating it’s also essential to consider when people are consuming content. “The overlap lies with food,” he said. “The time of day that people in the Middle East consume food during iftar and suhoor is also the time when they consume content,” Sinha shared.
“We also convert a lot of our communications into late-night communications during Ramadan,” Hadgianni said.
Commenting on the timeliness of campaigns and consumer behaviour, Hadgianni added, “Our campaign runs for about 10 weeks. So, the pre-Ramadan period is extremely important. We’re seeing that people are shopping for Ramadan as early as early-January to mid-January, and we’re seeing a lot of interest in local brands.”
Targeted marketing during Ramadan
Marketers at the virtual round table also discussed the need to break stereotypes around Ramadan, especially given that marketing during Ramadan is not catered only to Muslims observing the Holy Month.
Al Busaidy, explained, “This is the perfect time for us to embrace the narrative and change perceptions around Ramadan and what it is all about. It’s not only for Muslims and whilst the norm is that everything shuts down in Dubai during Ramadan, Dubai’s interface with seasonal activities is different because we cater to different audiences.
If you go to the malls, you won’t see anything different with the exception of the vibes of the Ramadan decor. During Ramadan, people get to enjoy what they would normally do – water parks, dining, experiences, as well as the added cultural experiences of Ramadan tents and Suhoors – because we cater to everybody.”
Sharing views in a statement to Campaign Middle East, Unilever’s Head of Marketing Alex Shibanov echoed these sentiments saying, “Ramadan is not a ‘one-size-fits-all’ opportunity. Not every brand needs to invest heavily in Ramadan campaigns. The relevance of Ramadan to a brand’s core values, audience and category should be thoughtfully evaluated. Ramadan is more of a tactical priority rather than a big strategic bet. It’s an opportunity to show cultural understanding and respect, but only when executed authentically.”
Alex added, “For brands, it’s not just about visibility but about building emotional connections that resonate with the values and spirit of Ramadan, which can provide strong amplification and long-term goodwill.”
The marketers also discussed how Dubai is built on the ethos of diversity and a combination of several different nationalities living side by side, who get to experience this globalised approach of the world.
Al Busaidy added, “Gastronomy in Dubai has been boosted in the last 5 years with home grown concepts to international names gracing the covers of magazines and appearing in Michelin Guides and the 50 best. The diversity of nationalities means you can have Jamaican food in the morning, Emirati food for lunch, and then enjoy a bowl of Japanese ramen at night. So, even during Ramadan, it’s not a one-size-fits-all form of marketing. We need to cater to fitness influencers, travellers, couples, individuals and families from across more than 180 different nationalities either already in Dubai or travelling to the Emirate.”
Kane added, “It’s about being relevant at a very specific cultural moment. We need to take into consideration what it means to be a mother or a wife during Ramadan and the messaging around that, or what it means to be a teenager during Ramadan or a father during Ramadan. The common analogy is that 50 per cent of our media spend and our advertising is wasted, because we’re not clear on how to address specific moments, seasonality or individual needs.”
Hadgianni agreed, adding, “We’re making sure that the communication across the full-funnel and across every channel is quite personalised to two or three key target customer groups. We also work with influencers and key opinion leaders, who resonate with each of the key customer profiles, and then tailor our customer relationship management (CRM), gifting, the messaging, and the way in which we communicate with those customers.”
This is where technology has got a leading role to play. The marketers discussed how AI-based technology allows for real-time positioning of message to a specific person, not just based on their generic demographic profiles, but based upon what they’re interested in at a specific moment of the day, almost down to the second, and how to create content that could be adapted in real-time to that interest at that moment in time.
“Striking the right balance between adhering to global brand guidelines and being hyper-relevant to local audiences is another key challenge. Ramadan demands a nuanced understanding of cultural sensitivities, but there’s often no global blueprint for activation. This means starting from scratch to create campaigns that authentically resonate with the local audience while staying aligned with overarching brand standards,” Alex added.
Meaningful marketing during Ramadan
The understanding of what a consumer wants in real-time must also result in meaningful marketing. The group of marketers discussed whether brands are truly leaning into Ramadan in a meaningful manner, rather than just ‘Ramadan-washing’.
El Gamal said, “We must, at all costs, avoid falling into clichés of motifs of lanterns and generic crescents. Instead, we should look for mutual value where the spirit of Ramadan and the shared values of a brand meet. It could be kindness, generosity or a specific aspect of culture. There’s a lot of room for brands to start exploring – to create something slightly more authentic.”
The marketers went on to discuss how this authenticity can be communicated through relatable storytelling, whether it’s through branded content, or events and experiential activations, or by engaging on the right platforms and media.
Sharing her top advice for brands and marketers, Al Busaidy said, “Bring back nostalgia. It plays such a beautiful role in storytelling in this region. Storytelling has always been part of our ethos. We’ve always tried to document who we are as human beings, especially in the Arab world, through the likes of Nabati and Najdi poetry. Our channels are just an evolution of platforms where you can tell a story.”
She added, “Ramadan stories and activities are so beautiful. Enjoying Iftar with a South Indian Muslim is such a different experience from enjoying Iftar with a Kazakhstani Muslim or an Emirati Muslim, because we all have very different memories, moments, and upbringings related to Ramadan. We need to bring these back.”
Storytelling, thus, becomes the bridge that ties brands to the emotions of Ramadan – through themes of togetherness, generosity, reflection or hope.
“However, storytelling doesn’t always have to explicitly tie back to a cultural message,” Alex explained. “Sometimes, it’s more about tapping into universal emotions that resonate during Ramadan, such as family connections or acts of kindness, while subtly align them with your brand’s purpose. The key is authenticity – your story needs to fit into the Ramadan narrative without feeling forced. When done well, storytelling can transform your campaign into something that people not only remember but also relate to on a personal level.”
To make Ramadan truly meaningful marketers also called for brands to play a more significant role in society through social good.
“I think Ramadan is also a great time for brands to look at social impact and the role that they play to give back to communities,” El Gamal said. “Yes, sometimes it’s in the form of food donation drives. But is there something else that they could do?”
Alex echoes these sentiments saying, “The first step is for us to immerse ourselves in the essence of Ramadan – not just its factual aspects, but the deep emotional significance it holds. Understanding why this period is so meaningful to people is crucial. As someone who is not Muslim, this is both a challenge and a fascinating journey, allowing me to appreciate the values of reflection, generosity, and community that define Ramadan.”
Alex added, “We need to identify common themes such as togetherness, gratitude and giving back, which form the foundation of our campaign messaging. The next – and often the most challenging – step is integrating our brand naturally into these insights. It’s about finding authentic connections between our brand’s values and the spirit of Ramadan, ensuring that our presence feels supportive rather than opportunistic.”
Sharing his final thoughts, Sinha wrapped up the discussion well, saying, “During Ramadan, consumers think very honestly. They’re not thinking much about brands or products. They often are just doing their own thing and being the best version of themselves. For brands to be relevant, we need to become a part of their lives and what they consume. We need to be a part of those moments, memories and add meaning.”
