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 entertainm
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