Hey friends,
Welcome to our first Ramadan issue. Let’s get right to it!
Back in 2019, I was at my agency job attending a client meeting where one of the attendees, let’s call her Paula, a client team member flown in from their EMEA HQ, presented their Ramadan plan. She began with a basic intro to Ramadan, explaining what the month means—to a room full of MENA-based professionals well-versed in Ramadan traditions. It felt patronizing and out of place.
Fast forward to 2021, I’m on a Zoom meeting with a tech company, and the same scenario played out. Each new speaker started by defining Ramadan to an audience of seasoned MENA agencies and marketers. That's when I realized we needed to reclaim and reshape the Ramadan narrative. It’s 2024 and this needs to stop, hence this newsletter was born.
Replacing Lazy Insights with a biiiit more Nuance
Let's skip the “connection” and “sharing” clichés and dive into three alternative observations that have more nuance and resonate with the MENA audience. Try to incorporate some or all next time:
Religion: The spiritual aspect of Ramadan is paramount, leading to a spike in the consumption of religious content. While there's not much for marketers here, it's important not to overlook this aspect. We’ve seen a considerable amount of content coming out of KSA-based advertisers that lean on the spiritual aspects beautifully. I think with all the things happening in our region right now, we will be seeing more of this in 2024 as a means to bring a sense of familiarity and safety to viewers. It’s the content that makes you feel awed and inspired.
Food: We've reached a saturation point with Ramadan recipes. However, food remains central, and dare I say, TikTok has single-handedly revitalized it with short-form content. 2024 might be the year to re-engage with food creatively, swipe through some food content, and look at what our MENA kids are cooking these days, it’s worth it!
Entertainment: The biggest draw during Ramadan, with comedy leading the charge. It’s not just about the shows; it’s how they become memes, infiltrate pop culture, and shape the very way we talk. Needless to say, Egypt is the comedy factory of the region, but the gulf is also trying to become better at this with fresh faces and a more laid-back, drier sense of humor. The jury’s still out on this one. Keep an eye on this evolving trend in 2024
I ended with entertainment on purpose because next week, I'll dive into the top MENA entertainment genres that captivated audiences in Ramadan 2023.
Catch you then!
Samer
