Celebrating breaking the fast during Ramadan
Ramadan in the UAE is something of a testing experience for those born outside the region and are not familiar with the Islamic way of life. As Muslims throughout the world undertake the challenging task of abstaining from any food or beverages while the sun is up, something that is made even more challenging with the extreme temperatures in the UAE. For the non-Muslims this month is spent constantly reminding yourself not to take a drink from your water bottle while walking down the street and having all meals in concealed locations, as to not offend any of the locals.
We were challenged by Jaguar Land Rover to successfully deliver all branding/car display and to create culturally relevant activation focused upon data capture and customer acquisition. With this in mind, we transformed the Dubai Opera House into a gigantic banquet hall to accommodate a huge number of people in Downtown Dubai eagerly looking to break the fast. Jaguar presence at the event was crucial to reach their intended audience of Arab males aged 20 -40.
For those who don’t know what the holy month is, Ramadan is one of the five pillars of Islam, so it is an essential step in the spiritual life of every Muslim. It is a time of challenges and fasting during which Muslims should be closer to Allah, their spiritual life and others. Being free from eating and from the worries and tasks of everyday life during the day, they should use that time to pray and thus be closer to Allah.
Once the sun sets its time to break the fast, otherwise known as Iftar. This is one of the religious observances of Ramadan and is often done as a community, with people gathering to break their fast together. Iftar’s have become extravagant events in Dubai with non-Muslims also welcome to attend and take part in the tradition.