The time of Ramadan has always been a linchpin in the brand landscape in the Middle East, a time crucial for companies to forge deeper and meaningful connections with consumers. The creative advertising approach for Ramadan, traditionally, has revolved around highly visible spots, emotive storytelling and large-scale partnerships.
However, powered by the evolution of consumer behaviour, digital acceleration and a heightened demand for authenticity, Ramadan advertising in today’s time is no longer about visibility alone. It is about resonance.
Recent data underlines the extent of this transformation. While essentials such as groceries remain the biggest category spenders, digital entertainment and social commerce show significant growth. In the UAE and KSA market, 61 per cent of consumers currently shop via Instagram and TikTok, underlining a marked shift toward e-commerce-led discovery.
Video consumption habits have also changed. 32 per cent of viewers in the UAE now prefer short-form content under 20 minutes, with a growing inclination toward religious and Ramadan-specific programming. Brands still investing predominantly in traditional media risk losing relevance among an audience that expects tailored, omnichannel experiences.
The digital-first consumer has flipped the Ramadan marketing playbook on its head. Connected TV has emerged as a serious game enabler, a bridge between premium content and digital target capability. YouTube has also emerged as a key platform for engagement; Ramadan-related searches start to surge weeks in advance of the Holy Month.
Influencer-led content is working now more than ever, as 25 per cent of regional consumers say product recommendations by trusted creators influence their purchasing decisions. The takeaway is simple: the audience is no longer passive. They want brands to meet them where they are, on the platforms they frequent and in the formats in which they engage most.
While digital adoption accelerates, one fundamental expectation remains unchanged, and that is authenticity. The appetite for purpose-driven campaigns is at an all-time high. Consumers are increasingly scrutinising the intent behind brand communications, especially when it comes to charitable giving. This transparency is important. 64 per cent of UAE consumers and 65 per cent in KSA claim they want to know exactly where their donations will go.
Superficial gestures and token corporate social responsibility activities will no longer cut it. Instead, the brands must embed real social impact into Ramadan strategies, either through direct engagement with the community, transparent philanthropic contributions, or initiatives fostering meaningful connections.
Another defining characteristic of modern Ramadan advertising is its move from mass appeal to hyper-personalisation. Artificial intelligence and data-driven insights are enabling brands now in crafting bespoke experiences that cater to distinct audience segments.
From personalised offers mapping on to a consumer’s shopping history to AI-powered chatbots facilitating real-time engagement, the focus has shifted from broad reach to individual relevance. This level of personalisation is not just a competitive advantage; it is fast becoming an expectation.
Ramadan, by nature, is social and not only online. Offline habits remain well-ingrained, with a high number of UAE and KSA residents visiting parks and public spaces in the evening. This presents a very real opportunity for brands to engage in experiential marketing. Hosting community iftars, cultural activations and immersive brand experiences are proving powerful ways to foster goodwill and lasting affinity. It is not just about physical presence; it is about meaningful participation as well.
This means Ramadan activations succeed or fail based on how well they will be remembered rather than how much noise they create. In this direction, brands that smoothly integrate into the consumer’s Ramadan experience will find their place in their audience’s traditions beyond seasonal appearances.
Digital engagement for Ramadan campaigns is taking a whole new turn now. Augmented reality (AR) filters, interactive mobile experiences and AI-powered personalisation engines are redefining how brands engage with their audiences. A successful campaign today balances digital sophistication with human contact so that every touchpoint, whether it is a social media advert, a branded content piece, or an on-ground activation should feel personal, relevant and valuable. This is well demonstrated in the consumer electronics segment.
A YouGov Guide to 2024 Ramadan Shopping Insights Report indicated that 40 per cent of UAE consumers were likely to consider buying electronic gadgets during Ramadan, while 24 per cent were actively looking for devices embedded with the latest technologies. This trend is a pointer to the need to position products according to consumer expectations of novelty and relevance during the Holy Month.
In this new era of Ramadan advertising, the brands that will make it to the top will be those that put meaning over marketing. This Holy Month is not only an opportunity to sell; it is also a time for reflection among people, a time of sharing and being with people. The objective is to make sure campaigns cut through while staying true to the spirit of Ramadan. Only those who can balance this scale will achieve relevance in the Holy Month and even further, long after it has ended, with the consumer.
By Jobin Joejoe, Managing Director, Sony Middle East and Africa
