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posted on Feb. 18, 2025 at 9:40 amFeb 19, 2025

Localisation: From preaching to living for Ramadan and beyond

posted on Feb. 18, 2025 at 9:40 amFeb 19, 2025

Panel 1 at Campaign's latest Breakfast Briefing highlights how brands can approach Ramadan marketing, emphasising the importance of localisation and authenticity.

On February 7, Campaign Middle East hosted our Breakfast Briefing: Ramadan Advertising and the Year Ahead for Media & Marketing 2025 featuring three engaging panels. The event organised by Motivate Media Group’s Campaign Middle East, was held in partnership with Criteo, MBC Media Solutions and Snap Inc.

The first panel was an insightful discussion that focused on how brands can approach Ramadan marketing, emphasising the importance of localisation and authenticity.

It was moderated by Anup Oommen, Editor of Campaign Middle East, in partnership with MBC Media Solutions.

It included speakers:

Ana Elisa Seixas, Head of Marketing at New Balance Middle East, Africa & India;
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Tags:Ana Elisa Seixas Arabisation authenticity Campaign Breakfast Briefing Campaign Breakfast Briefing 2025 content creators Hicham Fakhoury localisation Mahmoud Maghraby Marketing that resonates Mars Mashreq MBC Media Solutions New Balance purchasing behaviour Ramadan Ramadan marketing storytelling Suad Merchant UGC

the authorHiba Faisal

Hiba Faisal is a Junior Reporter at Campaign Middle East, part of Motivate Media Group. She handles coverage on influencer marketing and the luxury industry, and is also tasked with the brand’s social media presence. Alongside her daily reportage, she produces and edits video content for Campaign’s digital platforms — including Reels, interviews, and behind-the-scenes features. She specialises in capturing how brands build emotional connections with their audiences by prioritising relevance and authenticity through co-creation and storytelling.