From top left, clockwise, Hanan Eissa, Vice President – Marketing and Public Relations, Atlantis; Kiran Haslam, Group Chief Marketing Officer, Diriyah Company; Özge Onur Aboughali, Senior Director Marketing MENA, Lipton Teas and Infusions; Terry Kane, Managing Director MEA, The Trade Desk; and Sheila Chaiban, Chief Marketing Officer, Majid Al Futtaim Retail.Ramadan resets the rhythm of life across the Gulf region with reverence, and with it the cadence of marketing. In a month when mealtimes move, nights lengthen, families gather, and all that is sacred comes to the fore, brands find themselves playing to a different tempo. The beloved Holy Month of Ramadan in the region can be both a quieting of the commercial drumbeat and a moment of intense orchestration. The contrasts are instructive – and constructive.
In some parts of the region, the month is observed in a way that dovetails fasting and food with family time, moments and memories with meaning – with subdued brand-building and muted marketing. In the more metropolitan cities, the impera
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