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Ramadan around the world: how brands celebrated the Muslim holy month

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By Charlotte McEleny | Asia Editor

June 4, 2019 | 2 min read

As Muslims around the world prepare to celebrate the end of Ramadan, and the end of fasting, by feasting with friends and family, the last of the Ramadan campaigns also draw to a close.

Some parts of the world may be considered behind in creative stakes for celebrating Ramadan. Many businesses are understanding that the holy month is an opportunity to connect with customers that are experiencing one of the most important times of the year.

In fact, specialist marketing agency for minority groups The Unmistakables ran a study on the stereotypes of Muslims in Britain which found that 60% of the younger generations wanted brands to address them more like a legitimate demographic.

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Asad Dhunna, founder of the Unmistakables, says the opportunity being missed in the UK alone is sizeable.

“Being a Muslim is for life - not just for Ramadan. While most major brands are trailing behind when it comes to engaging with the Muslim community, we’re seeing ‘Mipsters’ - Muslim millennials - increasingly stepping in to fill the gap in the market by creating start-ups and brands such as iEat and Muzmatch.

"Part of that inertia comes down to a misunderstanding about the size of the prize, however, a lot of it comes from not having the right knowledge and counsel within organisations to understand the nuances of a ‘minority’ of over 2 million people in the UK," adds Dhunna.

For some brands, however, it has become one of the key points in the cultural calendar and The Drum has selected some activities from around The World for 2019. Vote for your favourite campaign below.

Mondelēz: Stay Playful by FCB

By Mondelēz

Overall Rating 4/5

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redBus: Mudik by m&c saatchi

Overall Rating 4/5

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Almosafer: Almosafer: As far as we go by FP7/McCann

By Almosafer

Overall Rating 4/5

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P&G: #AkuPilihMaafIbu by Grey

By P&G

Overall Rating 4/5

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Reality is served by Goodstuph

Overall Rating 0/5

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Volvo: #StandforSafety by Grey

By Volvo

Overall Rating 4/5

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Apple: Finding Balance by TBWA Media Arts Lab

By Apple

Overall Rating 4/5

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Kinship by Tribal Worldwide

Overall Rating 4/5

Vote now

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