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  • What is Ramadan like around the world? Voices from across the global Ogilvy Noor network

    What’s most important in engaging with Muslims is to understand the human experience of Ramadan. In this special extended feature, some of the Muslim marketing experts from Ogilvy Noor’s global network, write about their personal experiences of Ramadan, some of the unique features of their local culture during this month, and how their work changes at this time. We’ve been featuring one blog post each day, so here’s a round up of their insights.

    Combining local insights with personal experience, it’s a chance to get close up on a month that brings together families, communities and enhances spirituality, through the lens of Ogilvy Noor’s deep experience in building relationships with Muslim consumers.

    From Thailand, John Goodman reflected on the small but tight knit Muslim community in Thailand. And then in his role as Ogilvy Noor president blogged about how brands can make a genuine contribution in Ramadan, but that this challenge is not yet being met by communicators.

    From the UAE, Vaquas Alvi explained how brands start planning months before Ramadan for their campaigns. Then he opened up a world of local traditions in the country for us such as charity, Ramadan tents and TV dramas.

    Indonesia is the world’s largest population, and Will Taylor and his team explained how the entire national ambiance changes, from the imagery used, to PR activities, to songs played in malls, their decorations and how night time suddenly comes alive.

    In Pakistan, the journey for Muslims towards spiritual reconnection continues. In the brand space, Agha Azfar talks about how there is a move away from price promotions only, towards thematic Ramadan campaigns.  His client Mondelez gives a sneak insight into what Ramadan means for their brand Tang.

    Malaysia transforms during Ramadan, explains Farris Baharom. Night life comes alive with Barams (Bazaar-Ramadan), if you can reach them through the heaving traffic, that is! The country’s love of food is only heightened during this month. But the workaholic Malaysian’s still work long hours, squeezing an iftar break into their busy schedules.

    In the USA, Sabrina Malik peels back the layers of the multicultural Ramadan that American Muslims experience. And as a New Yorker, gives us an insight as to how the city ebbs and flows in response to its Muslim natives.

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