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Ramadan Turns Into Big Business
The holy month of Ramadan is of great importance for the Muslims all over the World. In Islam, this holy month is meant to be a time for spiritual cleansing and contemplation while the indulgences of the consumer culture and material world are put aside. Recently, a new trend is observed.i.e.,Ramadan has been transformed into a boon for business and advertising like Christmas in the West.
Across the Middle East and Persian Gulf , The Advertisement business is at its peak during Ramadan. The rates of advertising spots are very high and the media outlets generate huge amount of money in this specifice Ramadan period and the money generation is so high that it cannot be compared with any other period of the year.
As far as Electronic Media Advertisement is concerned, the Advertising rates shoot up for certain time spots.For Exam, Iftar Timing and Sehar Timing. The cost of TV ads right after iftar is sky rocketing. Iftar is the Time Period when the daily fast is broken with a meal with friends and family.and following the meal, most families gather around the TV for an evening of special Ramadan programming, including soap operas and game shows.It is important to mention here that after iftar at least 80% of the entire population of the Arab world can be targeted. It is estimated that 60 million people watch television in the hours after iftar. The Media Companies have experienced 50% increase in their sales during the month of Ramadan.
During Ramadan, Muslims abstain from food, drink, smoking, sex and negative thoughts from sunrise until sundown -- beginning their fast at the call of the first of the five daily prayers, and breaking it with that of the fourth. Most importantly, Ramadan marks the time of the year when the first verses of the Quran are believed to have been received by the prophet Muhammad.
In Dubai, Ramadan is also celebrated with all its religious requirements i.e., by keeping fasts and saying prayers. The Muslim Residents of Dubai both native and from other countries of the world following the obligation of Islam with all their religious enthusiasm. According to Islamic teachings, Ramadan meals must be modest as the basic purpose of Ramadan is to teach the people to live a simple life. However, In modern times, There a great shift has been observed in the approaches of the people in this month. The month has turned into one that sees daily feasts and extravagant spending on food and entertaining.
Ramadan has become an ideal time for Food manufacturers to launch their new products.The business for Food Manufacturers gets a boost in this month just like the business for advertising Agencies. They invest millions of dollars in products in time for Ramadan and get quick rewards as sales of the food items are sky rocketing in this specific month.
The prosperity and the rise of the living standards of the people of Dubai have encouraged them to indulge them into this new trend enjoying feasts. They cook much more in Ramadan than any other time in the year. At the same time,.Ramadan outings have increased in the past few years, with special "Ramadan tents" hosted by five-star restaurants and hotels serving iftar and a prefasting meal called suhour..
In the United Arab Emirates , Masafi, a leading mineral-water company, took full advantage of the new trend of Ramadan Commericalisation and introduced its apricot-based drink, Qamaruldeen, a Ramadan staple with great success. Its ad campaign plays on the Islamic element, using Arabic script and design.
Moreover, Ramadan massages have become the effective marketing and advertisement tools and essential part of the publicity campaigns for the marketing companies in order to popularize the businesses like Cars, hotels, Electronics stores and retailers. In order to avoid the criticism of Ramadan's commercialization, some marketers have incorporated religious messages in their ad campaigns.
On the Whole, Ramadan is giving the industry a lift.
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