A time of reflection & introspection for the global Muslim community, the Holy Month of Ramadan may pose as real challenge for certain brands to stay afloat due to shifts from the regular consumption-centric culture of the public to a more mindful & refined lifestyle.

Generic & gimmicky marketing tactics are often met with criticism of being distasteful & tone-deaf, making it important for brands to present unique ways of connecting with the Muslim audience, embrace a more inclusive & wholesome approach that fosters social responsibility, celebrate cultural perspectives & resonate the evolving values of the diverse global community observing Ramadan.

We’re no strangers to seeing Ramadan advertisement campaigns, themed packaging & arabesque design in full swing during the month but some brands stay a notch above through creative storytelling, unique perspectives or simply feel-good content.

Let’s take a look at brands presenting fresh narratives whilst highlighting these key themes that embody & celebrate the spirit of Ramadan

• Inclusivity
• Fraternity & Compassion
• Social Commitment
• Tradition & Heritage
• Lifestyle & Culture

Inclusivity

UberEats UK – Iftar Incoming (2023)

This digital OOH (Out-of-Home) campaign utilized geo-specific sunset data updated in real-time to let their Muslim audience know what exact time they could break their fast in different parts of the country and schedule their Uber Eats order.

The campaign was seen as a fresh step towards more representation of the growing Muslim population in the UK and it’s inclusive approach & creative outdoor placement was well received.

Coca Cola – No Labels (2015)

The fizzy drink giant took the adage of not judging a book by its cover seriously and brought together 5 unique individuals from various walks of life to break their fast together at a ‘Dark Iftar’ while they were encouraged to form conversations & describe their passion, lifestyle & interests to each other.

Once the lights were back on, the organic reactions of the individuals were of amusement, surprise & double takes, as their preconceived images of the individuals in the dark were contrary to the stereotype. The message was loud and clear here – Labels are for cans, not for people.

Fraternity & Compassion

Dettol & Noon – Taste of Home Away from Home (2023)                 

In 2023 Dettol decided to join forces with Noon to come up with a truly heartwarming campaign to appreciate the tireless efforts of their delivery riders, often unsung heroes who beat the clock to ensure packaged goods & meals arrive on time

The riders were treated to a wholesome Iftar meal and shared Dettol gift boxes as a sign of gratitude & sharing blessings in the Holy Month, the campaign underlined the spirit of fraternity & compassion in a simple yet graceful way.

Tabby – Let Money Set Them Free  (2023)

The fintech brand partnered up with Ehsan, the Saudi digital philanthropy platform to grant financial freedom to those who need it the most – incarcerated individuals.

The campaign highlight were undoubtedly the illustrations by unruly Saudi artist Rex Chouk and the fact that Tabby promised to double every Riyal contributed to the cause.

Social Commitment

Ooredooo- Internet like a Child (2021)

The Qatari telecom brand highlighted the power of positive & appreciative online behavior by encouraging users to create a friendly & hospitable space on the internet akin to raising a child with values & discipline.

The Internet’s potential to do good is often overshadowed by hate mongering, shaming, cyberbullying and malicious intent of users, acting as a mirror reflecting the image of the society. The campaign encourages moulding our own actions with care & responsibility similar to a parent- child relationship.

Al Futtaim Toyota – Journeys of Mindfullness (2022)

This highly contemplative campaign explored the centuries-old meditative power of sacred Islamic geometry & calligraphy through multi-sensory art & tessellating patterns to highlight the important message of calm & focused driving

Featuring 4 intricate illustrations using floral & linear patterns, Islamic architecture, changing gradients & soothing aural chords for each week of Ramadan, this simple yet highly visual campaign got the message across without being too preachy and no shortage of creativity.

Traditions & Representation

Mercedez Benz – Road to Mecca

The journey of the Mecca pilgrimage is one that’s familiar to Muslims since forever, back then it was embarked on foot or atop camels across treacherous terrains, long & arid paths – a humbling experience indeed.

With the advent of cross-cultural interaction, technology & trade, the sacred pilgrimage has become way convenient & accessible. Mercedez Benz enlisted successful commercial pilot Nabeel Al Rostamani to retrace the historic pilgrimage through a fascinating & cathartic journey of self-discovery, nostalgia, and an immersive exploration of Islamic history in a G-Class, a vehicle nearly as old as the UAE and a local treasure to many.

Emirates  – Ramadan Meal Boxes  (2023)

Emirates introduced a comprehensive set of initiatives reflecting the sense of togetherness & generosity during the Holy Month including curated in-flight cuisine & entertainment, Iftar boxes at boarding gates, imsak announcements onboard & ZamZam water bottles for Umrah passengers, but the one that embodied the value of tradition & heritage was the bespoke Ramadan Meal boxes representing the rich weaving heritage of the Al Sadu weaving community

The geometric designs featured on the boxes was a nod to the communal art culture of the nation, practiced by Bedouin women experienced in weaving & handicrafts.

Lifestyle & Culture

Americana – Fawelha Ganen (2022)

F&B giant Americana came in hot announcing their ‘Foul El Arabiya’ product lineup by elevating the humble fava bean staple of the Gulf & Egyptian diaspora to a urban everyday convenience food.

The ad featured an upbeat hip-hop track with funky & stylish elements to highlight the message of how important ‘Foul’ is to the average Arab household, especially during Iftar & Suhoor gatherings by putting their ‘0 % preservatives, nutritious & hygienically packaged’ Foul products.

Cadillac – Brightest Nights (2022)

Cadillac tapped into the unexplored territory of by driving conversation through prominent young content creators to bring out the beauty of the moonlit skies of Ramadan nights, the night-life & the outdoor social activities that forms an important part of the Ramadan lifestyle in the Gulf.

The 4 part docu-series featuring creators highlighted the changing dynamics & cultural landscapes of Dubai, Abu Dhabi, Kuwait City & Riyadh through art that showcased the urban & the Bedouin.

Keep scrolling to find Honorable Mentions that we think fits the bill for thought-provoking ( and creative!) Ramadan campaigns from brands shedding light on relevant themes that are seldom discussed in the Holy Month.

Keep scrolling to find Honorable Mentions that we think fits the bill for thought-provoking ( and creative!) Ramadan campaigns from brands shed light on relevant themes that are seldom discussed in the Holy Month.

The Honorable Mentions

Sustainability

Pizza2Go & Red Crescent – 3/4 Pizza (2021)

The Pizza delivery chain teamed with Red Crescent to highlight a bold message of food waste during Ramadan, the campaign is built on the concept that 25% of all takeout meals end up getting wasted hence a ¾ pizza would be a stark reminder of mindful eating, sustainable food choices and keeping a check on gluttonous craving driven purchases

To add to bigger picture of donation and looking out for those in need, the Red Crescent received 25% of profits of the pizza sale, prompting audience to have a cheesy slice for a worthy cause.

Mental Health

Aramex – Eternal Sunshine (2023)

This emotional campaign from Aramex is primarily about the hectic daily life of a frontline delivery champion during Ramadan but what makes it special is the unexpected twist in the end, shedding light on mental health & raising awareness on individuals ,especially the elderly who struggle with Alzheimer’s & Dementia

Supported by the Alzheimers Disease International (ADI), the video captures the pain of having loved ones lose cherished memories due to debilitating effects of Alzheimer’s even when they long for the warmth of togetherness.

Reconciliation

LEGO Middle East – Building Bridges  (2023)

Commuters on the nation’s arterial highway Sheikh Zayed Road were confused & curious on seeing multi-color blocks on a bridge, this OOH campaign quickly got Dubai talking & guessing on what could this installation sans logo & text could possibly be.

The project was later revealed to be by toy giant LEGO’s Middle East branch as a part of their Ramadan campaign titled ‘Building Bridges’ highlighting the important underlying message of tolerance, reconciliation, unity & togetherness.

With the Holy Month of Ramadan 1445 coming to a close and brands ( & homes) prepping for Eid Al Fitr we hope you enjoyed this quick read on how brands can leverage on values, culture, art & more to create responsible & reflective seasonal campaigns that pass the vibe check.

Feeling inspired? Got an idea (or none) ? Let’s map out the ideal storytelling strategy for your brand

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