Every year, as Ramadan approaches, the same thing happens.

Brands rush to “activate.” Campaigns are launched. Discounts are pushed. Messaging gets louder. The word Ramadan is dropped into ads as if that alone makes them relevant.

And every year, it feels more disconnected.

Ramadan is not just another moment on the marketing calendar. In this region, it is a deeply personal time. A time for reflection, restraint, family, and faith. A time where priorities shift away from consumption and towards meaning.

That matters.

At The Crew, we believe there is a clear distinction between acknowledging Ramadan and commercialising it. Wishing someone Ramadan Mubarak should stand on its own. It should not be tied to a product, a promotion, or a sales message.

Because the moment you attach a discount to it, the meaning changes.

This is not to say brands should disappear during Ramadan. But they should show up with awareness, respect, and restraint. Understanding when to speak, and when not to, is part of good brand judgment.

Yet we continue to seethe opposite, particularly in categories like automotive. Heavy Ramadan sales messaging. Aggressive offers. Urgency driven by price. It turns a meaningful period into just another sales window.

The question brands should be asking is not “how do we sell more during Ramadan?”

It is “how do we behave during Ramadan?”

Strong brands understand context. They know that timing, tone, and intent matter as much as the message itself. They play the long game. They build trust by showing they understand the culture they operate in.

Ramadan is a moment to pause, not push. To reflect, not shout. To connect human to human, not brand to consumer.

That is why our approach is simple.

We separate our Ramadan wishes from business. No pitch. No promotion. Just respect.

Because not every moment needs to be monetised. And the brands that understand that are the ones people remember long after the season ends.

Ramadan Mubarak!