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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. ....

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