Ramzan in Pakistan is not only a month of fasting and reflection – it is also the peak season for brands looking to capture consumer attention. Some do so beautifully, crafting meaningful and memorable campaigns that align perfectly with the spirit of the month. Others, however, are not as successful. Relying on tired gimmicks consumers can see right through, some brands seem unable to understand the essence of the season and how to execute a campaign that connects. Over-the-top emotional storytelling, ‘special’ Ramzan sales (they aren’t special at all) and awkward product placements in dramas are just a few culprits. Today’s consumers are more mindful than ever. They can tell when a brand is sincere versus when it is simply cashing in on the season. Just like parents can spot fake friends a mile away, audiences can instantly recognise exaggerated advertising. In this article, we will break down the most overused marketing gimmicks during Ramzan, why they don’t work, and what brands can do instead to successfully build engagement and establish themselves on this ‘occasion’ the right way.

If there is one thing brands love to milk during Ramzan, it’s sentimental advertising. Every year, we see industries of all kinds – detergents, telecom companies, etc. – trying to tug on our heartstrings with emotional messaging about kindness, generosity, family and faith. Although some campaigns hit the mark (Surf Excel’s ‘Neki Nahi Rukegi’ series or Pepsi’s ‘Litre of Light’), others come across as disconnected from the brand’s purpose and feel forced. Take a generic cooking oil ad where a young boy buys samosas for an orphan at iftar. His mother looks on with tears brimming in her eyes before the camera zooms in on the oil bottle. What exactly does cooking oil have to do with kindness? This moment is about good parenting, not the product itself. Let’s be honest – kindness is not exactly an added ingredient in the product. Consumers appreciate emotion, but it needs to be tied meaningfully to the brand’s message rather than left to feel like an afterthought. With advertising costs at an all-time high, brands must be strategic. Instead of filling premium spots with meaningless tearjerkers that don’t work, they should focus on campaigns that make an impact and reflect their core identity. Emotional storytelling is just one piece of the puzzle. Another common misstep? The so-called ‘Ramzan sale’.

Pakistani consumers have become more discerning when it comes to ‘Ramzan sales’. Many brands increase prices just before the month begins, only to bring them back down and call it a ‘special discount’. This is a common tactic in fashion retail, where brands advertise ‘flat 30% off’ when, in reality, prices had mysteriously increased just a week before. E-commerce platforms and grocery chains also engage in deceptive discounting, where the original price is inflated, making the discount seem more significant than it actually is. Instead of these tactics, consumers would appreciate real savings that ease the financial burden of the month. Just as some brands play games with pricing, others resort to surface-level symbolism to stay ‘relevant’ during Ramzan.

For many brands, Ramzan is treated as an ‘aesthetic’ rather than a time for meaningful engagement. The outcome? Ads filled with crescent moons, prayer beads and golden-hued mosques but lacking real substance. The imagery may ‘set the mood’, but without depth, it feels like a surface-level attempt to cash in on the month’s significance. The banking sector in particular is guilty of this. These financial institutions release deeply spiritual ads with poetic voiceovers yet fail to offer any real benefits, such as easier zakat payments, donation matching programmes or financial relief incentives. While on the topic of guilty industries, luxury fashion brands cannot be left behind. The brands that spend the entire year promoting bold, modern trends do a complete 180-degree, launching modest wear collections covered in calligraphy (Poo bani Parvati indeed).

Brands that want to incorporate Ramzan themes should take notes from golden campaigns that actually made the audience emotional. A standout example is Shan Foods’ ad featuring two brothers spending Eid away from home. The ad beautifully highlighted the role of food in bringing a ‘taste’ of home, even when you are away. This is the kind of storytelling that resonates: authentic, heartfelt and naturally connected to the brand. Speaking of storytelling, let’s talk about the not-so-subtle product placements in ‘Ramzan dramas’.

Post Suno Chanda and Chupke Chupke, we have seen the growing variety of and competition in ‘Ramzan dramas’ – daily soap-style series with a similar template, and where there will always be a happy ending. Every year, these dramas manage to gain a decent viewership, and brands recognise their potential for product placement. However, not all integrations are subtle or executed smoothly. The carefree, bubbly female lead frying pakoras? Let’s zoom into the bottle of cooking oil placed perfectly on the kitchen counter. Or, the Punjabi relative added for comedic relief is getting ready, and her go-to is an infamous beauty cream. The male lead comes home from a long day; cue a randomly placed bottle of rose-flavoured sherbet with a jug of water.

When done right, product placements can blend seamlessly into a story. But when brands interrupt the storytelling and force themselves into the narrative, audiences see right through the stunt. In some cases, entire scenes end up feeling like they were built around a product rather than the other way around, turning what should be an engaging drama into an awkwardly staged ad break. However, perhaps the most uncomfortable marketing tactic during Ramzan is when charity is used as a PR stunt.

Ramzan is about giving and brands love to associate themselves with acts of charity. Highlighting corporate social responsibility is good for brand reputation, but when the focus is more on showcasing generosity rather than making a real impact, it comes across as performative. Large corporations often run massive charity campaigns, but if the messaging is centred on their efforts rather than the cause, it starts to feel duplicitous. Add in a special Ramzan jingle (moving past the irony) with phrases like ‘Barkat bhara Ramzan’ or ‘Emaan ki Roshni’ and it starts to feel like a marketing template rather than an effort to genuinely connect with the audience. Consumers today value transparency. If a brand is giving back, it should showcase real impact and encourage audience participation – not just put on a marketing spectacle. A fresh, creative approach that reflects the brand’s identity while respecting the spirit of Ramzan can make a much stronger impact.

Consumers look for authenticity, not gimmicks. If brands want to resonate during Ramzan, they should focus on meaningful engagement. Instead of deceptive discounts, they should offer real price relief on essential items. If a brand wants to associate itself with Ramzan meals, it should do so in a way that aligns with actual consumer behaviour rather than forcing an artificial connection. Charity efforts should be transparent, with a clear impact rather than PR-driven spectacles. Product placements within content should be seamless rather than distracting, and Ramzan-specific campaigns (jingles, ads or themes) should be fresh and original. At the end of the day, brands that treat Ramzan as more than just a marketing opportunity and focus on sincerity, generosity and real value will not only build stronger relationships with consumers, they will also contribute positively to the spirit of this holy month.

Ayesha Aman is Senior Manager – Planning, Starcom. ayeshaamanwork@gmail.com