During Ramadan the usual rules of content consumption are rewritten

Babyshop’s Mitin Chakraborty says strategic planning is key for this important period

The Ramadan advertising marathon spans over 60 days, including the pre-Ramadan buzz and the Eid celebrations that follow. Each phase has its unique consumer behaviour patterns.

For instance, the pre-Ramadan period sees a surge in interest for food & groceries as families prepare for the month ahead. This is closely followed by a focus on home decor/furnishing, as people spruce up their homes for the festivities.

In recent years, kids fashion has also seen a spike, something we’ve capitalised on at Babyshop, ensuring our campaigns are timely and relevant.

Ramadan today is not what it was a decade ago. The traditions evolve, and so do the consumer expectations from brands during this holy month. Investing in consumer research coupled with ‘listening’ abilities is more critical than ever.

Brands that take the time to understand the changing dynamics of Ramadan—from the fasting and the feasting to the spiritual and the social—can create campaigns that not only capture attention but also hearts. It’s about aligning your brand message with what Ramadan means to your consumers today.


The last few years have only solidified digital’s reign, with brands finding innovative ways to engage with their audience. From targeted social media campaigns to interactive online content, the digital world offers a playground for marketers.

For example, local brands have leveraged AR filters on Instagram to engage users in festive activities, while others have used YouTube series or OTT platforms to share stories that resonate with the spirit of Ramadan.

The key is to create content that is not just seen but felt, making your brand a part of the Ramadan experience.

As we navigate the digital landscape of Ramadan advertising, the convergence of creative storytelling, precise data analytics, and authentic influencer partnerships forms the cornerstone of impactful campaigns. These elements not only enhance the resonance of our messages but also ensure they reach the right audience at the right time.


During Ramadan, the usual rules of content consumption are rewritten. It’s perhaps the only time of the year when audiences are not just willing but eager to engage with long-form content, provided it captures the essence of storytelling.

This shift offers brands a unique canvas to paint stories that resonate deeply with the spirit of Ramadan. A prime example of this is Babyshop’s campaign, ‘A World Without Walls’ which invited viewers to see the world through the innocent and unprejudiced eyes of a child.

What made these campaigns stand out is not just their narrative depth but their alignment with the true spirit of Ramadan—kindness, empathy and unity. These stories transcend the conventional, tapping into universal emotions that speak to everyone, regardless of their background. They remind us that at the heart of Ramadan is a call to see beyond our differences and come together in celebration of what makes us human.

Adding to these remarkable narratives, Coca-Cola’s “Dark Ramadan” campaign brilliantly leverages the power of storytelling to foster a sense of community and togetherness.

By turning the focus away from its product and towards the shared experiences that define the holy month, Coca-Cola captures the essence of Ramadan. The campaign underscores the importance of gathering, sharing, and reflecting, which are central to the Ramadan experience, making it a standout example of how brands can connect with their audience on a deeper level during this time.


Data analytics can significantly enhance the frequency of purchases during Ramadan by analysing shopping basket compositions over several years to predict future purchases. This insight allows brands to tailor their promotions with precision, adding gratification elements where necessary to boost performance.

Understanding the timing of when different customer segments make their purchases enables brands to schedule their messages for maximum impact. This strategy, coupled with tactics for cross-selling and upselling, encourages multiple visits and purchases, driving overall sales volume.


During Ramadan, when the audience is more receptive to messages of kindness, generosity, and community, influencers can effectively convey your brand’s values and stories, creating a deep emotional connection with their followers. This approach not only enhances brand visibility and engagement but also strengthens brand loyalty and trust, making influencer collaborations a strong strategy for Ramadan campaigns.

Incorporating these refined strategies into your Ramadan marketing efforts can lead to more effective campaigns. By leveraging data analytics for smarter targeting and timing, and embracing the power of influencers for authentic storytelling, brands can achieve a deeper connection with their audience, driving both immediate campaign success and long-term brand loyalty.

Ultimately, the key to Ramadan advertising lies in truly understanding our audience — what moves them, what matters to them, and how they connect with our brand during this holy month.

By Mitin Chakraborty, Head of Brand & Marketing, Babyshop