Every year, as the crescent moon signals the arrival of Ramadan, millions across the MENA region prepare for a month of reflection, togetherness and spiritual connection. It’s a time when routines shift, families gather around the iftar table and people seek content that aligns with their values and emotions. But it’s not just daily habits that change – consumer behaviour undergoes a significant transformation as well.
Purchasing patterns shift across key sectors such as consumer goods, travel, luxury and electronics. Media consumption also sees notable changes, with audiences spending more time on TV content, digital audio, gaming, streaming and digital out-of-home platforms.
While social media remains crucial in MENA, 72 per cent of online time is spent on the open internet – on websites, apps and streaming services. For brands, Ramadan is more than just a marketing opportunity; it’s a crucial period to foster meaningful connections and celebrate shared values with consumers.
Understanding the Ramadan mindset
Ramadan is more than just a shift in eating schedules; it’s a time of heightened emotions, generosity and cultural significance. People consume content differently – prime time moves to after iftar, social media usage spikes late at night, and family-friendly content takes centre stage. Brands that fail to recognise these shifts risk missing out on one of the most engaged audiences of the year.
However, while regional habits shift during Ramadan, these changes vary significantly between countries, cities and even age groups. For example, the way a target audience in Saudi Arabia engages during Ramadan is different from those in Egypt or the Levant. This is a crucial factor that many brands overlook when planning their campaigns. The stories created must align with the values and traditions of each audience during this month, ensuring that storytelling feels personal and relevant. Rather than integrating the audience around the brand, the focus should be on seamlessly integrating the brand into narratives that genuinely resonate with them.
Simply repackaging the same content with a Ramadan theme won’t resonate. Instead, brands should focus on storytelling that reflects the spirit of the season – values like kindness, community and gratitude. Authenticity matters. Audiences are more discerning than ever, and they can tell when a campaign is merely transactional versus when it’s built with cultural understanding at its core.
Curating relevant and meaningful content during Ramadan
Ramadan is a time when families come together, and entertainment choices reflect this. Viewers gravitate toward emotionally rich dramas, uplifting reality shows and inspiring documentaries.
Ensuring that advertising aligns with this type of content enhances, rather than disrupts, the viewing experience.
Brands should also consider creative ways to integrate their messaging. Instead of standard ad placements, sponsorships of Ramadan-themed programs, interactive digital content, or co-created storytelling can make a campaign feel more organic and meaningful. Thoughtful content integration allows brands to be part of the experience rather than just another commercial break.
Smart product placement in TV shows, cartoons and more
For brands looking to go beyond traditional advertising, product placement within TV shows, cartoons and streaming content is a powerful way to integrate seamlessly into Ramadan viewing habits.
Family dramas and sitcoms: Given the popularity of Ramadan series, brands can place products naturally within scenes – such as featuring a well-known food brand during iftar table conversations or showcasing a tech gadget being used in a meaningful moment.
Cartoons and kids’ programming: With children playing a big role in family entertainment choices, brands targeting families can incorporate subtle yet effective placements. A food or beverage brand can appear in an animated kitchen scene, or a toy brand can be embedded into a storyline that resonates with themes of generosity and sharing.
Cooking and lifestyle shows: Sponsored segments within Ramadan cooking shows can highlight ingredients in a way that feels organic rather than overly promotional. Lifestyle and home makeover shows can also feature home essentials or decor brands that align with the festive atmosphere.
Gaming and interactive content: With increased digital engagement, in-game advertising and branded content within mobile and console games offer another avenue for connection. Brands can incorporate limited-time offers, Ramadan-themed skins, or challenges that reflect the spirit of the season.
Streaming and social video: Many streaming services offer ad integration that allows brands to become part of the storytelling rather than disrupting it. Branded web series or collaborations with influencers who create Ramadan-themed content can build authentic engagement.
The power of emotional connection
The most memorable Ramadan campaigns don’t just promote a product; they tell a story that evokes emotion. Whether it’s a heartwarming tale of togetherness, a message of giving back or an inspiring journey of personal growth, successful Ramadan advertising is about forging genuine connections. Consumers remember how a brand made them feel during this sacred time, and that emotional impact extends far beyond Ramadan itself. After all, life tastes beautiful with every story and every act – it’s these shared moments that create lasting memories and strengthen bonds between brands and their audiences.
The key takeaway? Ramadan isn’t just a marketing moment – it’s a cultural and emotional touchpoint. Brands that take the time to understand their audience, craft meaningful content and align with quality programming will not only see higher engagement but will also build long-term consumer trust.
As we step into another Ramadan season, it’s time to move beyond conventional advertising and create campaigns that truly connect. Thoughtful, relevant and culturally aware messaging will always stand out, making a lasting impact on audiences during this special time of year.
By Layla Tamim, Director of Ad Sales MENA, Warner Bros. Discovery.
