Ramadan & Brand Marketing

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Millions of Muslims around the world observe a month of Ramadan every year. It is a holy month where Muslims observe a spiritual reflection, and where healthy adults choose to fast during daylight hours, with a total abstention from food, drink, sexual relations, negative or immoral behaviors. Muslims practice self-control and focus on exerting compassion and kindness and Ramadan is often associated as a month of good will and generous spirit. Ramadan concludes with the holiday of Eid-al-Fitr. A religious celebration and public holiday in Muslim countries which is a special time for friends & family.

Muslims show a great deal of generosity during Ramadan and Eid and spend a great deal more during this time, mainly driven by the kind act of gifting amongst friends & family. Entertainment and food see a huge boom during this month as Muslims celebrate breaking fast every evening at sunset with feasts and large sharing meals, commonly known as ‘Iftar’. Charitable donations are also very much a focus at this time of the year.

Overall this huge shift in consumer behaviors has has led to brands waking up to the notion of ‘Muslim marketing’ creating targeted campaigns to speak to their Muslim consumers in a relevant way during this key retail period.

Brands have become adept at creating these big impactful campaigns around Ramadan, and many do it well. You can witness brands doing this simply by walking through a mall in a Muslim country during the holy month, you will see brand specific messaging aligned to Ramadan, shop windows will wish customers ‘Ramadan Kareem’, the classic greeting during this time, or ‘Eid Mubarak’. It is a big retail opportunity for brands, and many will go to great lengths to tailor- make limited editions or special occasion products & services. Brands also run promotions and one-off events of all kinds.

Ramadan is a key moment for brands to be smart about speaking to their consumers, and the brands that do this in a relevant, clever, respectful, and qualitative way are the ones who will see the best results and earn the respect and loyalty of their Muslim customer.