Industry experts commonly refer to Ramadan as “prime time.” Apparently, this is because TV viewership in the Middle East reaches an all time high during this period, reminiscent of the Superbowl in the United States. I realize this is just an industry term and no offense is intended by it, but my concern is that it is so far removed from the actual spirit of this most holy of months. Brands that intend to approach the Muslim consumer with a “catch them while you can” opportunistic spirit are unlikely to endear themselves, let alone succeed in cementing any meaningful long-term relationship.
Research recently conducted by Ogilvy Noor, in partnership with TNS, focused on the Muslim consumer’s relationship with brands. The findings revealed that consumers feel closest to brands that play a significant and genuine part in improving their lives. Reaching out involves more than just being at the right place at the right time, or saying the right words. The consumer’s decision-making is highly influenced by a brand’s behavior, approach and tone, and this susceptibility to actions is, unsurprisingly, greatly enhanced during Ramadan.
A celebration of spirituality, not consumption
Unlike the half-day Superbowl experience, which is commonly enjoyed at home with a rowdy group of friends guzzling snacks and beverages, Ramadan lasts an entire month and calls for a spiritual mindset. It is a time for purity, abstention, tolerance, and refrain. Ramadan is, therefore, not a good time to expose audiences to brand communication that is loud, boisterous, boastful, challenging, or provocative in any way, but rather to evoke a sense of harmony and inner peace. All aspects of communication, from the choice of copy, to visuals, casting, and media channels need to reflect and enhance this sense of peace with the world.
Empathize, don’t sympathize
An entire month of fasting might sound like a severe and sober experience for communications experts unfamiliar with this ritual. Muslims, however, do not consider it a hardship, but rather a time for spiritual introspection and festive celebration to which they look forward. The Muslim consumer will welcome all initiatives by brands that support their practices, as witnessed by the strong popularity and customer loyalty enjoyed by the global telecom brands that customize their product offerings and tailor them to suit the needs of their Muslim customers. These brands stand in sharp contrast to brands that got it wrong in the past, through communication that approached the consumer with a sympathetic, and slightly irreverent approach to the ritual of fasting, inadvertently causing offence. Consumers will reject pity and welcome encouragement and support.
Stay creative
What is it about the words “Ramadan communication” that paralyzes the most creative of minds? Ramadan is one of the most emotionally charged, active, culturally rich periods of the year… overflowing with nuance and themes to draw from and inspire with. Brands that are best able to capture this emotional spirit by expressing it tangibly through communication, as certain beverage brands have succeeded in doing, win hearts and minds in the long term. Unfortunately, the exceptions are few and year after year, most creative executions are still restricted to variations of the crescent theme.
Get into the spirit
Among the many reasons this Holy Month is cherished is that it is also a time to feel and re-connect with others. Family, friends, and colleagues gather over iftar and open their homes to each other. The poor and disadvantaged are top of mind, as people actively and generously donate. They enthusiastically take part in charitable deeds. Brands that display a sincere wish to share in this generosity of spirit by reaching out to their communities in an effort to strengthen unity and improve lives, will find that gratification comes in many shapes and sizes. Getting into the real spirit of Ramadan promises to be much more rewarding than any over-hyped football game could ever claim.
– Tanya Dernaika is strategic planning director at Memac Ogilvy & Mather, and co-author of the 2010 Ogilvy Noor report ‘Brands, Islam and the New Muslim Consumer.’