“Ramadan in Egypt is something else” this is the first line in a viral song by Emirati singer Hussein El Jassmi. Although Ramadan is celebrated in many countries across the globe, there are many traditions and rituals that are only observed in Ramadan in Egypt. From decorations adorning every street to the mesaharaty’s voice
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This year’s Ramadan Advertising barely mentions the pandemic, but optimistic, purposeful creative that looks to the bigger picture shows that Covid-19 has transformed brands’ approach
Across the Middle East and North Africa, the holy month of Ramadan and the festival of Eid have become a key moment for marketers. The focus on family and the evening fast-breaking meal Iftar makes it a natural space for FMCG and telecoms sectors, while the strong association with charity and helping the poor means that it’s also a time of year for third sector organisations and purpose-driven brands to come to the fore.