Shifting to authentic moments for Ramadan

Shifting to authentic moments for Ramadan

Ramadan is one of the most popular seasons in the media and entertainment industry. However, the market hasn’t been experiencing pivotal shifts when it comes to communication.

Brands sometimes tend to forget factoring in new consumer behaviour, as people’s preferences of how content is packaged changes with time and technology.

When it comes to the Egyptian market; Egyptian celebrities are great – they’re close to every household.

Ultimately, brands still use jingles and a line-up of celebrities as a winning formula and it has been the case for years now – even though it was actually discovered through studies that there are higher engagements and rankings in ads that do not use celebrities.

While some Egyptians love seeing celebrities explode from screens, at the end of the day they’re only admired for a very short period of time.

Consumers are shifting to authentic moments and how they relate to those moments from their own lens. Today, brands cannot afford anything but meaningful authenticity; and if you’re even 1 per cent superficial you’re out of the game.

‘‘GIVEN THE FORESEEN MARATHON OF ADS… IT’S BECOMING TOO EASY TO GET LOST IN THE SEA OF SAMENESS”

LONG-HAUL RIDE

Knowing Ramadan is the month when consumers spend most of their time