Sulin Sugathan on Royal Furniture's approach to Ramadan marketing

BF Firos |

In our ongoing Ramadan series, Sulin Sugathan, Director of Retail at Royal Furniture, discusses how the brand tailors its marketing strategies and collections to resonate with the spirit and traditions of Ramadan in the Middle East.

How are brands in the Middle East tailoring their marketing strategies/campaigns to resonate with the cultural nuances and significance of Ramadan?

Brands in the Middle East tailor Ramadan marketing by emphasising cultural sensitivity, incorporating Islamic themes, and highlighting family values. Several brands look into the possibilities of charitable initiatives, such as Iftar/Suhoor specials, curating a special collection that resonates with the occasion in terms of design and aesthetics, and organising digital campaigns to engage the community. Unique Ramadan-themed products, influencer collaborations, and strategic timing are priorities.

Can you discuss specific examples of how you incorporate traditional Ramadan elements into your exclusive collections or marketing campaigns?

At Royal Furniture, we specialise in larger furniture such as sofas, dining sets, and beds. However, during Ramadan, we craft a unique collection featuring themed decor and furniture designs tailored to the spirit of the occasion.

Our newest Ramadan Collection is inspired by the diverse cultural heritage and longstanding traditions associated with the holy month. Thus, every design in our collection is infused with elements that mirror the splendour and importance of this unique period, ranging from elaborate patterns reminiscent of traditional Islamic art to a colour scheme featuring shades of gold, and white that echo the essence of the occasion. Our aim is to provide customers with more than just furniture; we offer pieces that embody the spirit of Ramadan, fostering an ambience of warmth, hospitality, and reverence in their homes.

To enhance our reach, we're launching engaging social media campaigns in collaboration with local influencers who embody the essence of Ramadan. These influencers will showcase our Ramadan collection, sharing personal experiences and insights.

In what ways are brands leveraging social media influencers and digital platforms to connect with consumers during Ramadan while maintaining authenticity and respect for the occasion?

Brands harness social media influencers during Ramadan by selecting individuals who align with the occasion's values. Influencers authentically integrate Ramadan themes into their content, showcasing brand products within the context of cultural traditions. Digital platforms serve as a medium for interactive campaigns, fostering community engagement through challenges and user-generated content.

Brands prioritise authenticity, ensuring that influencers resonate with the target audience and embody the spirit of Ramadan. Collaborations focus on subtle product integration, emphasising quality over promotion. This approach allows brands to connect genuinely with consumers, respecting the significance of Ramadan and contributing to a positive and culturally sensitive online environment.

What challenges do your brands face in balancing commercial objectives with the need to honour Ramadan's spiritual and cultural aspects, and how are they navigating these challenges?

Balancing commercial objectives with Ramadan's spiritual aspects poses challenges in maintaining authenticity. Royal Furniture navigates by prioritising cultural sensitivity, emphasising meaningful connections over promotions.

We carefully curate marketing content to align with our and the community’s values, ensuring it resonates with the spirit of Ramadan. People-centric campaigns are critical, allowing us to contribute positively while meeting commercial goals. This approach helps our brand authentically engage with consumers, fostering a connection beyond transactional interactions during this significant month.