Nayaab Rais, Executive Creative Director, FP7McCannI have a complicated relationship with Ramadan advertising. As a Muslim creative, I find myself constantly walking the tightrope between faith and marketing.
On one hand, I love great Ramadan ads — the grand cinematic storytelling, the sweeping scores, the emotional pull that makes you feel all warm and fuzzy, like a halal version of a John Lewis commercial. On the other, I’ve sat in countless meeting rooms debating just how much we should commercialise the holiest month of the year before it feels … well, icky. Sadly, it’s increasingly starting to feel like Black Friday in a thobe.
So, can we do right by Ramadan while still doing our jobs — helping brands build connections, drive re
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