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Ramadan is already knocking at our doors, and as always, it is one season that we always await with burning passion. It is a month of reflection, spirituality, mindfulness, and forgiveness. It is also a month that grabs family warmth and love and puts them together under one roof. And in the marketing world? We’re used to seeing a certain theme coming from different ads, platforms, agencies, and more. That is why this piece is made to discuss Ramadan themes and what we see in ads every year and what we wish we saw as well.
Theme #1: The Emotional Family Gathering Formula
There is always that one image we all have engraved in our Egyptian ad memories, and that is the big dining table, the different family generations, and the warmth in between them. Along with passing food, memories, giggles, and stories, this is one theme that Ramadan is considered incomplete without.
Telecom companies like Vodafone Egypt, Telecom Egypt, Orange Egypt, and e& Egypt are known to always implement their ads with that theme. A theme that always revolves around connection, family reunions, and heartwarming moments.
Two production names, like Tarek Nour and Saadi Gohar, are known to always take part in such campaigns as well under that theme. You’d think with the years they’d get boring; however, we love them. But we cannot deny that sometimes it is just the jingle or ad music that differs rather than the whole vibe, no matter how many years pass.
Theme #2: The Celebrity Musical Marathon
Ramadan means a big budget for an ad. This also means that a marathon within companies starts with who will gather more celebrities under one roof.
Sherine, Elissa, Amr Diab, El Jasmi, Esseily, and more tend to always use their voices in an ad. As well as top-known faces like Ahmed Ezz, Yousra, Sawsan Badr, Maged El Kedwany, and more tend to brighten up Ramadan scenes with their presence.
Brands compete fiercely over who gets the more relatable voice, the catchiest song, and more loved faces. These ads are fun. They trend. They get millions of views. But do they always deliver a message deeper than the melody? I think it is safe to say that under that theme, it is a matter of “depends.”
Theme #3: Charity, Giving, and Kindness
Non-governmental organizations, or NGOs, also play an important role as a theme pillar in Ramadan. This is a month that is known to be the month of giving. The month of kindness, patience, and the month of “kheir.”
In Ramadan, NGOs thrive. Celebrities donate their time, faces, and voices to spread the message of awareness surrounding a certain organization. Ones like the Magdi Yacoub Heart Foundation and Angham being their main voice. Another is the El Nas Hospital and 57357 Children’s Cancer Hospital; these two always gather celebrities from all over Egypt to spread the message.
Another would be Misr El Kheir Foundation and Ahl Misr Hospital. These are all leaders in the market that always dominate the charity, giving, and kindness Ramadan theme. Their campaigns rely heavily on real-life stories, heartfelt scripts, and strong calls for donations. These ads are made to hit hard.
Sometimes even too hard. And that is why we advise those who use the theme to always come up with different narratives to not cause ad fatigue or emotional burdens for viewers.
Theme #4: Taking The Comedy Route
Egyptians, humor, and sarcasm go a long way together. For us Egyptians, it is always known that we love to implement our humor in our daily lives. Is it because we are too creative? Too bored? Too indulged? You’ll never know. And this takes us to the lighter side of Ramadan ads. The comedic one.
Brands such as Midea, Breadfast, Juhayna, Chipsy, Crunch, Freska, and more tend to take that route from time to time in Ramadan. Big Gorillas, Ramadan Chaos, dry humor, sarcasm, and more tend to capture the playful essence of Egyptian vibes during Ramadan. They entertain, go viral, and even sometimes become memes. And the key message? Creativity could always be brilliantly funny.
In Conclusion
We always wait for Ramadan ads to bless us with their ideas and their creativity. It is known that Ramadan advertising in Egypt is a culture of its own. One that shapes memories, creates traditions, and sometimes even defines how we emotionally experience this holy month.
