The spirit of the month is focused on giving, self reflection, connecting with each other and helping the less fortunate.
All muslims fast from dawn till dusk. Iftar – the meal prepared at dusk is a bit of a celebration in every household.
Organizations and companies reduce their working hours and employees tend to return home a bit earlier. Fridays are half days.
Television channels prepare and broadcast exclusive Ramadan programmes. It’s a good time for brands to build communication campaigns to speak to the consumers about how their products fit into the consumer’s lifestyle.
Coca Cola released a TVC based on this same concept this Ramadan. Not particularly my favorite of their work but it does give out an idea of how the spirit of Ramadan can be communicated through a TVC. You can watch the Coca Cola Ramadan TVC 2013 by clicking on the link.
TVCs during Ramadan reflect the spirit of sharing and coming together. Consumers relate to a sense of family as the muslim community comes together to observe fasting as one family.
Family oriented advertisements can be a great way to talk about your offers and packaging.
Big brands in Pakistan roll out their Ramadan campaigns early in the month. Others put up their special Ramadan offerings closer to the last ten days.
Opportunity for media relations
In Pakistan, the month of Ramadan brings multiple opportunities for media relations for PR professionals.
For PR pros, this is a great time to get busy.
At the sighting of the moon, a ‘Ramadan Mubarak’ message should be sent out by PR teams to their media stakeholders. (The words ‘Ramadan Mubarak’ serve as a festive wish to welcome and celebrate the blessed month of Ramadan. The wish reflects the sentiment of joy and respect muslims share at the time of the sighting of the moon).
The wish should be followed up with phone calls. It’s a nice touch and people remember personal wishes.
Also, make sure that your PR calendar for this month includes media gatherings and media relations activities.
Don’t forget to order dates (which muslims eat first at Iftar to break their fast – a coveted practice in Islam) to be sent to select media houses. This helps to create a religious connection with journalists. Exchange of gifts is appreciated by the muslim community especially during Ramadan.
Iftar parties and gifts
Organizations should arrange special iftars for journalists during Ramadan and send out gifts like dates and cakes before the month is over. So get involved, take the time to call on and meet with journalists during the next few weeks.
Quick tip: Arrange iftars in different parts of the country to reach regional media. This is once in a year opportunity to connect with everyone across the board.
Also, this is a good time to share prepared content and press releases to be placed in newspapers as most of the journalists are looking for stories to be published.
Corporate Social Responsibility can help
Corporate Social Responsibility departments should actively carry out donation drives.
Toy drives, food distribution initiatives and donation activities are on a high every year, during Ramadan in Pakistan. Brands and organizations can benefit by becoming part of these activities and making a difference in communities.
Preparing for Eid
Ramadan is followed up with Eid which is the most festive time of the year. It is a good practice for communicators to be active during this time to build relationships with journalists. Make sure you send out messages and make those phone calls on the day of Eid.
Brands will also make distinct preparations for Eid day. TVCS, print ads and social media content is prepared for Eid Mubarak messages. Media channels broadcast special Eid transmissions which are highly watched during the three days of Eid.
Ramadan in Pakistan is a very active time for communicators when communication is ongoing on all media and social media channels. Twitter is especially active during this time but Facebook is not slow by any means. Offers will pop up on consumers newsfeed every day.
We have put together some of the offers on Facebook right now to give you an idea of how communication builds ups during this month. Do share your comments on how you think communicators can build on communication during Ramadan.
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