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How Brands Are Winning Hearts During Ramadan

By Staff Writer

How Brands Are Winning Hearts During Ramadan

For brands in the Middle East, the Holy month is a prime opportunity to connect with audiences on a deeper level.

Eid is more than just a religious celebration in the Middle East, it’s a cultural phenomenon that brings families together, sparks generosity, and drives consumer spending. For brands, it’s a prime opportunity to connect with audiences on a deeper level. Over the years, several Middle Eastern brands have mastered the art of Ramadan marketing, creating campaigns that are not only commercially successful but also culturally resonant.

Let’s take a closer look at some of these brands and what makes their Eid campaigns stand out.

Almarai Focuses on Family Values

Almarai’s Eid campaigns are a masterclass in emotional storytelling. Their campaign, “The Table of Togetherness,” featured a family reuniting after years apart, with Almarai products seamlessly integrated into their breakfast. The ad resonated deeply with audiences, showcasing the brand’s understanding of Middle Eastern family values. By focusing on themes of unity and togetherness, Almarai positioned itself as a brand that celebrates the essence of Eid, making it a staple in households across the region.

Emirates NBD Celebrates Generosity and Community

Emirates NBD’s 2023 campaign, “Eid for Everyone,” celebrated generosity by partnering with local charities to provide meals and financial support to underprivileged families. The campaign also encouraged customers to donate through their banking app, making giving effortless. By aligning with the spirit of Eid, Emirates NBD strengthened its reputation as a socially responsible brand while deepening its emotional connection with customers. The campaign’s focus on community values made it a standout example of impactful Eid marketing.

STC Bridges Distances with Technology

Saudi Telecom’s “Eid Calls Us Together” campaign highlighted how technology bridges distances during Eid. The ad featured a grandfather video-calling his grandchildren, emphasizing STC’s role in keeping families connected. It was a perfect blend of modern technology and traditional values. By showcasing the emotional impact of staying connected, STC not only promoted its services but also reinforced its brand as an enabler of meaningful relationships during festive times.

Matajer Creates an Immersive Eid Shopping Experience

Matajer, the Mall of Qatar, took shopping to the next level with its “Eidya at Matajer” campaign. They created a virtual Eid market where users could explore stalls, watch live performances, and shop online. The campaign also included AR filters for social media, making it interactive and engaging. By blending tradition with innovation, Matajer offered a unique shopping experience that catered to the digital-savvy generation while maintaining the festive spirit of Eid.

Chalhoub Group Elevates Eid Gifting with AI

The Chalhoub Group’s luxury brands, like Ounass and Level Shoes, used AI to offer personalised gift recommendations in their “Eid, Elevated” campaign. They also featured exclusive, limited-edition products, creating a sense of urgency and exclusivity. By leveraging AI, Chalhoub Group not only enhanced the customer experience but also positioned itself as a forward-thinking brand that combines luxury with cutting-edge technology.

Careem Makes Eid Travel Seamless

Careem’s “Eid Rides” campaign offered discounted family packages, making it easier for people to visit loved ones during the holidays. Supported by humorous ads showcasing the chaos of family outings, the campaign was both practical and relatable. By addressing a real pain point, that is Eid travel, Careem reinforced its brand as a reliable and customer-centric service provider, while adding a touch of humor to resonate with its audience.

The Middle East is home to some of the most creative and effectiveRamadan and Eid marketing campaigns in the world. Brands like Almarai, STC, Matajer, Chalhoub Group, Careem, and Ounass have set the standard by combining cultural authenticity with innovative technology. Their campaigns resonate with audiences because they understand the values of Eid that are family, generosity, and celebration, and translate them into compelling narratives.

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