Title explains itself.

1. RAMADAN 2019:
CULTURALLY SPEAKING
FINDINGS, LEARNINGS & OBSERVATIONS

2. 20 HYPOTHESES
7 MAJOR FINDINGS
4 TOOLS: GOOGLE KEYWORDS, SYNTHESIO, GOOGLE TRENDS & CRIMSON HEXAGON
UAE & KSA, 2015-TODAY
T A C K L I N G T H E O P P O R T U N I T Y

3. MOMS MOVE FROM GRAND INTENTIONS
TO EFFICIENT MEANS

4. Key takeouts:
This doesn’t just apply to recipes – it’s a mentality
that people are much more receptive and excited
before and then the grind sets in.
Ramadan preparations occur 2 weeks in advance.
People eat out more often after the first weeks of
Ramadan, so recipe search declines after
Google search trends / Ramadan 2015 - today today

5. RAMADAN IS THE START
OF A NEW ME

6. Key takeouts:
It’s also the month of giving to yourself.
Think of it as the January resolutions that
we all make and do not follow (joking)
There’s a whole new mindset that people
are experiencing and brands are not
communicating… so it’s a good opportunity
to tap in to that mindset and help them
achieve their personal aspirations
Google search trends / Ramadan 2015 - today today

7. PEOPLE DON’T GET LAZY DURING RAMADAN

8. Key takeouts:
It is a misconception. There’s an
increase in people wanting to work out
or do more in Ramadan than the rest of
the year, search data shows peaks in
looking for exercise and so on or taking
part in sports challenges and do the
extra mile.
Google search trends / Ramadan 2015 - today today

9. MOM STEALS THE SHOW DURING
RAMADAN

10. Key takeouts:
Mom’s role is limited to the kitchen and is
not seen as an individual with her own
personal life and ambitions
She’s depicted as a parson that needs to
serve the best Ramadan, but not
necessarily experience it
There might be merit in exploring other
audiences in the family – like kids who are
having their first Ramadan experience or
even fathers.

11. EID MEANS TRAVEL TIME!

12. Key takeouts:
Data shows that Muslims and non-Muslims
start planning Eid holidays a month ahead
or even more because it is a minimum of 3
days and is usually linked to a weekend or
so, also - they chose the places to travel to
based on weather, they like to do the
opposite while at it.
Usually the Levant, Europe & the UK
dominate the search results.
Google search trends / Ramadan 2015 - today today

13. RAMADAN IS A GLOBAL PHENOMENON,
JUST LIKE CHRISTMAS!

14. Key takeouts:
We’re not promoting controversial or socio-
political conversations here, but what’s interesting
to point here is that we shouldn’t fall in to the trap
of generalizing that Ramadan is the same thing or
celebrated the same way for all Muslims around
the world. It would be interesting for brands to
explore how in Ramadan we’re together in our
understanding of it but different in celebrating it..
This allows for a wider conversation about a multi
cultural world through out Ramadan.. And it could
range from food, stories, rituals, decorations, etc…
#MECCA_LIVE
#RAMADAN
SNAPCHAT RAMADAN COMPANION GOOGLE
#BlackMuslimRamadan

15. MUSLIMS USE MUSIC APPS IN RAMADAN,
JUST NOT THE WAY YOU THINK THEY DO

16. Key takeouts:
Anghami, claims that at least 40 million of its 90 million
listeners browse additional content tailored for the Holy
Month. This includes religious and spiritual songs and
Anasheeds by Muslim singers, Quranic recitals and Duaa’ by
Sheikhs, themed songs from Ramadan television
blockbusters, cooking and workout content.
To respond to the needs of its listeners, Anghami has
curated additional content for users who seek an alternative
audio consumption. Global and regional singers of the
spiritual and religious genre, such as Sami Yousif, Maher Zain
and Hussein Al Jasmi feature their Anasheed songs on
Anghami this Ramadan. Also, through its partnership with
MBC, Anghami will be hosting the soundtracks of the
channel’s television series, featuring music industry stars.
Research suggests that the GCC and Egypt recorded 110
percent increase in content consumption on specific topics
during Ramadan including religious, workout and cooking
content. While 50 percent of the consumption on Anghami
remains from the mainstream libraries, the remaining and
growing 50 percent is for Ramadan content and customized
playlists for the Holy Month. Saudi Arabia, UAE, Egypt and
Kuwait take up to 70 percent share of traffic in Ramadan.

17. MISCONCEPTIONS

18. Ramadan is about fasting, It is not about food
When hunger strikes, one cannot think of anything but food. And
especially when one had a full day of not eating, no quantity seems to be
enough. Research shows that 50%-‐70% of the food prepared in Ramadan
is wasted and thrown, 1.3 billion tons are wasted food during Ramadan,
2.8 billion Saudi riyals are spent on food and 45% of the waste bin in
Ramadan consists of food.
And they’re all WRONG
Not keeping up the good deeds after Ramadan
The common misperception is that seeking forgiveness and doing good in
Ramadan will erase the bad deeds a person commits throughout the
entire year. Accordingly, people do good only in Ramadan and then go
back to their bad habits immediately after Ramadan. Instead, Ramadan is
about a period of worship and doing good so that one can start a habit of
doing good and get rid of any bad habit.
Idleness, hunger & killing time until Iftar
Hunger can get one tired and even sleepy. However, it should never be an
excuse to sit idle and kill the time. People have made it a habit to find
activities that kill the time. While history shows us that major events in the
history of Islam have taken place while Muslims were fasting like Conquest
of Mecca and Battle of Badr.
Ramadan is when TV content is at its best
Naturally people get together more often in Ramadan and stay at home.
Therefore, TV broadcasters invest the most in content during Ramadan.
However, with so many Satellite TV channels, this has gone out of control.
In 2015, an excess of 70 TV programs have been produced only for
Ramadan.
Fasting is deprivation from eating and drinking
Fasting is about seeking forgiveness, and staying away not only from food
and drinks, but from swearing at people, from getting angry at people,
from seeing/watching obscene views and generally only doing what is
good and decent. Fasting and being hungry has become some kind of an
excuse for people to drive recklessly, become impatient and actually be
mean to people.

19. These activities happen in Ramadan too.
Mawaed Al Rahman
It is basically inviting those in need to have
free food for Iftar (fast breaking meal).
It is more of community work, many rich
celebrities and even brands use it as a CSR
activity – you should do it and not brag about
it, as it’s against Islam to brag about good
deeds.
Girrgeean
Is an Arab gulf countries related celebration
time. It is a tradition from the past, happens
between 13-15 nights of Ramadan, children
wander through the neighbourhood in groups
dressed in traditional outfits. They keep
singing and praying to Allah to protect the
children of the houses they visit. The mothers
give them candies and nuts in celebration. It's
kind of like Halloween in the states minus the
pumpkins.
Musaharati
This is one of the oldest, most deep-rooted
traditions found during Ramadan. Happens
mostly in the Levant & North Africa. El
Misaharaty is the name given to the person
who walks and beats a drum in residential
areas to wake people up to eat their sohor
(meal eaten before the beginning of the fast)
before morning prayers.
Bazaar
During last days of Ramadan and before Eid,
in most of Arab countries you have the
Bazaars where you can buy food and sweets
to serve during Eid, outfits and giveaways to
give in Eid as well and it is more of a Goodbye
to Ramadan.

20. These newer habits happen in Ramadan too.
Ghabgha
Ghabga is a GCC-related tradition, it is a meal
between Taraweeh prayer (extra prayers after
5 prayer on ramadan nights) and it is where
families & friends gather over dessert and
coffee and talk about life, think of it as a social
club gathering.
More about Ghabga in Arabic here.
Mosque hopping
A new social habit has emerged where men
gather and do a tour of visiting a different
mosque every day for prayers and try to visit
as many as they can and meet others, get to
know people and make new friends after
prayers and talk about life in general
Ramadan Tents
This is where people gather under one roof to
attend an iftar buffet, dessert, see Sofi dancers
or listen to religious music and maybe hear
stories told by a hakawati over nargileh and
meet other families and friends and spend the
night hanging out together, it is the most
commercial gathering you’ll ever see during
the month of Ramadan
Mall Sports
This is new. It’s been happening in the GCC
mostly, where people use big mall spaces as
running tracks before Iftar time where most
shops are closed. They gather and make
Facebook groups/social pages and call
themselves Ramadan runners.

21. This year new trends popped up…
Khamm Al Ramad
Is a new Saudi trend where people do
gatherings before Ramadan celebrating it and
doing everything they’ll avoid in it.
This includes taking their fasting to the next
level, where they abstain from certain favorite
foods.
Ramadan foods for non-Muslims
Restaurants are coming up with Ramadan offers
and menu items while opening during the day
catering to non-Muslims yet, giving them a taste of
Ramadan

22. Work starts
Normal Day
Vs. Ramadan Day
Work ends
Lunch Break
Free time
Day ends
9:00 am
6:00 pm
1:00 pm
6:05 pm
Midnight
Work starts
Work ends
Break-fast time
Free time
10:00 am
4:00 pm
6:30 pm
7:00 pm
Free time4:05 pm
Last meal time3:00 am
Day ends with
morning prayer
5:00 am
Work hours in Ramadan are often down by
30% going from 8 hours to 5-6 hours,
depending on industry/job type.
No lunch breaks and no public eating
before sunset, so if you’re a non-practising
Muslim or from another faith, you
shouldn’t eat in front of those fasting.
Offices/companies usually offer a space/
room for those who need it or exceptionally
allow them to have lunch breaks.
Nights in Ramadan are longer, waaaay
longer and social gatherings, family
meetings, prayers, shopping and going
online are the top things to do.
Normal Day Ramadan Day

23. MERCI, THANK YOU, ً‫ـﻜﺮا‬‫ﺷ‬