By: Simon Walsh, Creative Director at LIGHTBLUE


Creating concepts that resonate during Ramadan requires global brands to navigate a landscape rich with cultural significance and spiritual depth. Therefore to truly create authentic concepts during Ramadan brands need to stay away from leveraging the month for commercial gain but engage with the community in a way that honours the purity of the season. 

Global brands that succeeded in doing so, demonstrate that the key lies in understanding Ramadan’s core values, engaging consumers through the landmark moments of the season. This approach not only resonates with audiences but also builds lasting relationships based on respect and mutual understanding.

Ramadan is more than Suhoor to Iftar, it is a 2-month event and brands must take the opportunity to strategically connect with consumers with targeted strategies during the key moments. Ramadan is a period characterised by distinct phases, each with its own set of behaviours, emotions, and needs. 

Noticeably, successful brands have moved beyond the traditional lunar concepts and basic releases of abayas. They are now introducing considered and varied collections that genuinely integrate their brand DNA to meet the needs of the audience throughout the phases of the festive period.

This phased approach allows brands to tailor their messaging and creative concepts to align with the evolving narrative of the month. From the anticipation and preparation in the lead-up to the festive period, to the heightened spirituality and communal gatherings during Ramadan, and finally, the celebration and joy of Eid al-Fitr. By combining these phases with creative storytelling and we can build a more immersive experience that spans the length of the season and beyond.

For global brands, this means developing a timeline of communication that speaks directly to the needs and sentiments of each phase. In the pre-Ramadan period, content can focus on preparation and reflection, offering products and services that help consumers gear up for the month ahead. As Ramadan progresses, the emphasis can shift towards triggering emotions of community and togetherness, with creative concepts that highlight shared experiences and communal values. Finally, the approach towards Eid is a celebration, with themes of joy and giving, highlighting gift ideas, personalisation, and festive collections.

By adopting this approach, global brands can create concepts that resonate deeply during Ramadan. This strategic framework not only allows for nuanced and respectful engagements but also helps brands build meaningful connections with the community, enhancing their presence and relevance during this sacred month. While remaining authentic by honouring the cultural and spiritual nuances of Ramadan, fostering a sense of trust and loyalty that extends beyond the month itself.