Nayaab Rais, Executive Creative Director, FP7McCannI have a complicated relationship with Ramadan advertising. As a Muslim creative, I find myself constantly walking the tightrope between faith and marketing.
On one hand, I love great Ramadan ads — the grand cinematic storytelling, the sweeping scores, the emotional pull that makes you feel all warm and fuzzy, like a halal version of a John Lewis commercial. On the other, I’ve sat in countless meeting rooms debating just how much we should commercialise the holiest month of the year before it feels … well, icky. Sadly, it’s increasingly starting to feel like Black Friday in a thobe.
So, can we do right by Ramadan while still doing our jobs — helping brands build connections, drive relevance, and (let’s be honest) sell things? The answer, I believe, is yes. But only if we recognise that Ramadan is more than just a seasonal moment — it carries deep religious significance for those who observe it and is a sacred time of meaning and purpose.
But if Ramadan is a time for people to reflect on their purpose, shouldn’t brands do the same? And use this month as an opportunity to create real meaning in people’s lives rather than simply capitalising on the occasion?
Purpose vs. play: the eternal debate
For years, Ramadan ads have been predictable: an emotional film with a heartstring-pulling soundtrack, an estranged family member coming home, and a heartfelt tagline about togetherness.
But in the past few years, brands started having more fun. We saw humour, playful narratives, and even influencer-driven content that felt more real than the glossy, idealised Ramadan portrayal we were used to.
The problem? Playfulness in Ramadan ads has been a hit-or-miss experiment. Sometimes, it feels organic—like when brands tap into real-life quirks and needs; other times, it feels forced. The lesson? Ramadan advertising doesn’t have to be serious, but it does have to be meaningful.
The best Ramadan advertising honours the depth of this sacred time, not just reflect the surface of it. While the month itself is unchanging in its spiritual essence, people’s realities shift — each year bringing new ways of experiencing the month, new ways of giving and new realities.
How can brands show up when Ramadan is a month of struggle?
Here’s one reality people are facing that we can’t ignore. While brands debate whether to go funny or purposeful, emotional or commercial, millions of our brothers and sisters are struggling just to make it to iftar.
In Palestine, Lebanon, Syria, Yemen – across our region, really — Ramadan is not just a time of fasting but of displacement, famine, and unimaginable hardship. How can we keep making ads about “togetherness” while so many families have been torn apart? How do we talk about “the joy of giving” when those who need it most are often overlooked?
This isn’t a side note — it’s the only conversation worth having. If there’s ever a time for brands to lean into purpose over fun, it’s now, because it won’t feel forced or performative.
Ramadan is a month of giving and caring for those in need, and today, our region needs that more than ever. This is the one time when brands don’t need to justify doing good — it’s already woven into the spirit of the month.
We have seen our brave client partners get it right simply by finding the right place for themselves in Ramadan and by creating meaning in the lives of those who need it. The latest campaign with our long-standing partner Puck (Arla Foods) is proof that purpose-driven advertising can be both deeply human and commercially viable.
With the unprecedented crisis and displacement, Lebanese mothers — once the heart of the home — now struggle to feed their families while juggling impossible hardships. Yet, these resilient women keep cooking – beside broken-down verandas or in makeshift kitchens – holding on to recipes passed down for generations. These recipes have no monetary value in the traditional sense, but to these women and their families, they mean everything.
Puck’s Recipe for Change campaign … well … changes that. Instead of simply running a donation campaign powered by sympathy, Puck empowers these mothers by assigning value to their intellectual property – their recipes – and bringing them to regional and global restaurant menus.
Thus, allowing the large diaspora of Lebanese expats and others around the world to order these recipes off a menu, with the proceeds going to Lebanese moms. By using its restaurant partners and logistics network, as well as providing products to make the delicious dishes, Puck has gone from being a household staple, to changing their lives.
Also, this campaign isn’t an isolated effort from the brand, but an evolution of the widely recognised Selfless Shelves initiative, proving yet again that when brands go from selling to serving, they can find their true place in Ramadan.
So, what will Ramadan 2025 look like?
If last year was any indication, we’re going to see more AI-driven personalisation, a push for sustainability, and, I guess, hyper-digital engagement. While trends will come and go, what I personally hope to see is a shift away from solely commercial gain and toward real meaning and tangible impact.
At the end of the day, Ramadan advertising isn’t about how many emotions or jokes we can squeeze into a 60-second reel. It’s about whether we can create something authentic with intention and reverence for the Holy Month, helping brands find their true purpose in people’s lives during this beautiful, holy time.
Because if we don’t? Then we’re just selling dates in a month that’s supposed to be about giving them away.
By Nayaab Rais, Executive Creative Director, FP7McCann
