You may think Ramadan might still be weeks away (just to put it in context, we’re less than 14 weeks away), but the race to stay top of mind begins long before the moon is sighted. In the UAE, this shift starts quietly: in search queries, in shopping carts, and in tone. The UAE’s Consumer Sentiment Index edges up pre-Ramadan, shifting spending habits as over half of MENA consumers increase their spend in real terms during this period.
But every Ramadan campaign plan begins with one decision: when to start.
The short answer? Now.
1. The pre-Ramadan advantage
The ‘pre-Ramadan phase’ is typically 4 to 8 weeks before the canon is fired.
This is when brands earn their place in Ramadan conversations.
Search intent begins to rise, optimism builds, and consumers start planning with purpose. And, while this window attracts early planners, it remains strategically underutilized with brands often shift spend closer to Ramadan’s start, missing a key opportunity to connect before the clutter peaks.
Attention may cost more but so does waiting too long.
The smartest marketers use this phase to test creative narratives, refine targeting, and seed emotional equity; setting the stage for meaningful engagement when the season truly begins.
Consumer planning peaks 2-3 weeks pre-Ramadan; across groceries, modest fashion, décor, gifting- ad its early entrants that catch the advantage.; lLess clutter, more curiosity, better engagement. This is when teaser stories, subtle brand associations, and soft emotional cues build momentum.
2. Storytelling with intent
Ramadan storytelling isn’t about volume – it’s about values.
The emotional curve shifts from anticipation to reflection, and brand messaging needs to evolve with it. Stories of kindness, community, and human connection cuts through the noise.
Think simple visuals, soft tones, and authentic narratives that live naturally across digital and OOH. Real people, real scenarios, in essence, the real lived experience of Ramadan. This is the season for campaigns that feel shared, not sold.
It’s key to strike a fine balance between reverence with engagement.
Aseem Bhandari , our Head of Offline Media, shares what resonates with him:
“For me, as the Holy Month approaches, tone becomes everything. The most powerful campaigns don’t speak louder – they feel deeper. In a time of reflection and restraint, authenticity matters most. Campaigns that honor the spirit of fasting- like Coca-Cola’s beautifully simple Ramadan billboards or Emirates NBD’s acts-of-kindness stories remind us that it’s empathy that always connects stronger than a promotion.”
Brands that align with optimism, family, and preparation rather than pure promotion – become part of the season’s emotional landscape before competition floods the feed.
3. Where attention moves after sunset
Ramadan resets routines – and attention follows the rhythm of the day.
Engagement peaks post Iftar and stays high until 3 AM. Between 7 PM–12 AM, transactions spike, and digital activity surges across social, streaming, and shopping. This is where adaptive media strategies truly shine. Content that reflects real moments – conversational, visual, and mobile-first – performs best.
Short-form video (under 10 minutes) now drives 79% of total viewership, while shopping app activity has surged by 126% YoY.
Programmatic DOOH adds another layer of flexibility – allowing brands to tailor messaging by time of day. For instance, an automobile brand could focus on awareness and CSR messaging like “Drive Safe” during morning commutes, then shift to Ramadan offers in the evening. The result? One medium, multiple objectives, achieved seamlessly.
4. Meaning that moves markets
In Ramadan, generosity drives engagement.
53% of MENA consumers increase spending, driven by essentials and generosity, while 64% of UAE consumers prefer brands that engage in philanthropy; not performatively, but purposefully.
Campaigns that connect commerce with contribution; whether through donations, community programs, or collaborations, create emotional equity that lasts beyond Eid.
Partnerships with local charities, donation tie-insactivations, or community initiatives, build deeper trust and drive long-term loyalty.
Ramadan isn’t just about conversion – it’s about contribution.
The Bottom Line: Brands that plan now last longer.
The pre-Ramadan phase is where foresight becomes an advantage. It’s when strategy, creative timing, and empathy meet performance.
Early planning captures the search surge before Ramadan noise takes over – and builds foundations that carry through Eid and into Q2.
Because whilst some brands scramble during the Holy Month, those brands that start early are already part of the story.
Sources: (Riwaya Blog, Campaign Middle East / Motivate Media Group, Digital Bee Studio, Sherpa Communications, LIIGX / Karve Digital, YouGov, BYYD Inc., Al Etihad Payments (AEP), Sila Insights, Carril Agency)