Marketing with Meaning in Ramadan

Marketing with Meaning this Ramadan by Marwa Kaabour

Every year, around Ramadan, brands gear up for what is arguably the most significant marketing season in the Middle East. The result is a flood of ads, promotions, and content, all vying for attention. Some resonate deeply with the spirit of the season, while others feel like generic sales-driven noise.

Ramadan in today’s world has become heavily about consumerism, but at the heart of it, is about culture, values, reflection, and community. Yet, for brands, it presents a unique paradox on how to honor the values of the season while also meeting the increased demand for products and services. Perhaps the way to go is authentic, purpose-driven marketing where brands don’t just sell but truly engage.

Consumer Mindset During Ramadan

It’s no secret that Ramadan is a peak spending period, but how, when, and why people spend has evolved. According to The Trade Desk Intelligence x Appinio report:

• 79% of consumers said they plan to spend more during Ramadan in 2025.

• 61% of people expect to spend more on travel over Ramadan & Eid than last year.

• 68% anticipate increasing their spending on luxury items.

• 72% of people expect to spend more on clothing than the previous year.

Shopping patterns also unfold in phases. Five months before Ramadan, consumers tend to make large purchases like travel, flights, and hotel bookings gain momentum. Three weeks before, more mid-sized purchases, including fashion, apparel, and luxury products, take center stage. And lastly, a week before Ramadan, essential purchases like food, beverages, and household products see a sharp spike.

It just goes to show that the one-size-fits-all Ramadan campaign doesn’t work anymore. Brands need to align their messaging with these distinct shopping waves, ensuring they reach consumers at the right moment with the right message.

Beyond Discounts: The Need for Emotional Connection

Ramadan is a time of reflection, generosity, and gratitude. The brands that stand out aren’t the ones merely offering the biggest discounts but also tapping into these emotions. People pay closer attention to ads in Ramadan, with a staggering 92% of consumers believing that brands should align with the spirit of Ramadan. but those that tap into these emotions.

A great example embodying this is Amazon’s Ramadan campaign last year, which made Alexa a helpful part of the Ramadan experience. By offering Iftar recipe ideas, Quran recitations, and personalized greetings, Amazon ensured its technology added value to people’s daily routines without feeling like just another sales push.

What makes a successful campaign during a time like Ramadan is asking key questions like:

✅ Does this campaign add value to someone’s Ramadan experience?✅ Is it culturally sensitive and in tune with the emotions of the season?✅ Does it connect to something bigger than just sales?

Where Should Brands Be During Ramadan?

In addition to changing purchasing behavior, Ramadan also impacts how people consume media. There’s a shift in their schedules, late nights become prime time with post-Taraweeh scrolling becoming the norm for the month.

TV remains dominant, but streaming services (CTV) are rising, with 49% of people streaming TV and films exclusively with others during Ramadan. Social media engagement surges, as 59% of people browse social media alone throughout the month. Brands need to meet consumers where they are, not where they assume they might be.

Almarai did a great job of capitalizing on these insights last year. While many food brands poured their budgets into traditional TV spots during Ramadan, Almarai took a different approach on YouTube with a "non-sponsored sponsorship” strategy.

Rather than interrupting the viewer experience, Almarai strategically positioned its ads alongside high-quality, long-form video content, similar to traditional TV sponsorships, making it feel like they were supporting the shows themselves.

With YouTube viewership on CTV surging, the brand saw an opportunity to reach a highly engaged audience on the big screen and garnered millions of views by carefully placing ads within popular Ramadan content like cooking and comedy shows. This made their campaign feel natural, relevant, and enjoyable.

AI, Personalization & The Future of Ramadan Marketing

Since brands clearly need to take more tailored and less generic marketing approaches, personalization and smart targeting are the way forward.  Omnichannel strategies integrating CTV, social media, and in-game advertising allow brands to seamlessly engage consumers across different platforms.Sustainability and purpose is also key. Younger audiences want to know what brands stand for. Companies that integrate CSR initiatives during Ramadan—like food drives, community engagement, or eco-friendly efforts—win lasting goodwill.

The brands that truly stand out during Ramadan are the ones who focus on making the most meaningful noise – through real conversations and emotional connections.