Ramadan is one of the most popular seasons in the media and entertainment industry. However, the market hasn’t been experiencing pivotal shifts when it comes to communication.
Brands sometimes tend to forget factoring in new consumer behaviour, as people’s preferences of how content is packaged changes with time and technology.
When it comes to the Egyptian market; Egyptian celebrities are great – they’re close to every household.
Ultimately, brands still use jingles and a line-up of celebrities as a winning formula and it has been the case for years now – even though it was actually discovered through studies that there are higher engagements and rankings in ads that do not use c
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