By: Fazalur Rahman, Regional Marketing Director, Hisense MEA

Ramadan is a time of togetherness, reflection, and shared experiences. For brands, it represents a unique opportunity to engage with audiences in a meaningful way, but also presents challenges in capturing attention amid an influx of seasonal marketing. To truly stand out, brands must go beyond conventional promotions and focus on storytelling that aligns with the values of Ramadan. Our ‘Together Means More’ campaign was designed to cut through the noise, focusing on the essence of togetherness to create messaging that not only resonates but also adds genuine value to consumers’ Ramadan experience.

Creating Meaningful Messaging

At the heart of effective campaigns is authentic storytelling. Rather than focusing solely on product promotions, brands that tap into the emotional connections of Ramadan—family, generosity, and shared moments— establish a deeper connection with their audience. Content that highlights how products or services enhance the Ramadan experience, whether through entertainment, meal preparation, or home convenience, ensures brands remain relevant and valued during this time.

As an example, we’ve tapped into the sentiment of togetherness in our campaign. During Ramadan, entertainment plays a crucial role in bringing families together. The shared experience of entertainment during Ramadan makes it an ideal time to enhance home environments. High-quality visuals and immersive sound elevate these moments, making entertainment more engaging. Our ULED TVs, equipped with cutting-edge technology, ensure that viewers experience vivid colors, crisp resolution, and dynamic sound—bringing Ramadan storytelling to life. Similarly, ensuring homes are comfortable and well-equipped for gatherings fosters meaningful connections—whether it’s a multi-door refrigerator that keeps ingredients fresh for Iftar feasts, an advanced air conditioner ensuring a cool, inviting atmosphere for family and friends, or smart kitchen appliances that simplify Suhoor preparations. These thoughtful elements elevate everyday moments, reinforcing the true essence of togetherness.

Influencer partnerships also play a pivotal role in driving engagement. By collaborating with trusted voices who genuinely connect with their audiences, brands can showcase their offerings in real-life Ramadan scenarios, making the messaging feel authentic and immersive rather than promotional.

The Strategy Behind ‘Together Means More’

Ramadan is a time when media consumption patterns shift—families come together for Suhoor and Iftar, TV series viewership spikes, and digital engagement surges. Understanding these behaviours, successful campaigns prioritise digital platforms, leveraging a mix of social media, Video on Demand (VOD), and influencer marketing to reach audiences where they are most active.

Strategic partnerships with platforms such as Shahid and Yango have allowed us to create tailored content that seamlessly integrates into people’s Ramadan routines, reinforcing the spirit of unity and connection. By aligning with these cultural touchpoints, brands can ensure their messaging is present in the moments that matter most—when families and friends are gathered around the screen, sharing laughter, emotions, and conversations inspired by the content they enjoy.

Challenges and Opportunities of Marketing During Ramadan

Ramadan is one of the most competitive advertising periods of the year, with brands vying for consumer attention. The key challenge lies in breaking through the noise while remaining culturally sensitive and relevant. Consumers expect brands to understand the nuances of Ramadan, and anything that appears tone-deaf or overly commercialised risks alienating audiences.

One of the opportunities lies in the increased time spent on digital platforms, particularly VOD and social media. Aligning with Ramadan’s most-watched content and curating experiences that add value to consumers’ daily routines can create touchpoints that feel natural rather than intrusive.

Another challenge is balancing promotional messaging with brand storytelling. Consumers during Ramadan are inundated with sales-driven ads, so the most effective campaigns strike the right balance offering value-driven promotions while keeping the emotional narrative at the forefront.

Measuring Success

Success in Ramadan marketing isn’t just about sales metrics—it’s about engagement, sentiment, and brand affinity. While increased conversions are a positive outcome, the true measure of a campaign’s success lies in how well it connects with the audience. Digital performance metrics, including video completion rates, social media interactions, and influencer engagement levels, help gauge the effectiveness of messaging. Additionally, partnerships with content and service providers offer insights into audience reach and conversion rates, allowing strategies to be fine-tuned in real time.

Beyond digital metrics, brand perception studies can analyse how well a campaign resonates with audiences and contributes to long-term brand loyalty. This holistic approach ensures that marketing efforts go beyond a seasonal push and leave a lasting impact.

Marketing during Ramadan is about understanding the cultural nuances that make this time of year special. A well-executed campaign doesn’t just drive engagement; it strengthens connections with consumers by adding value to their Ramadan experience. By focusing on storytelling, strategic partnerships, and digital-first engagement, brands can create meaningful interactions that resonate beyond the season.