The Hijri New Year is not a time for bold calls to action, but rather a moment for reflection, care, and respectful dialogue between brands and consumers. Within Muslim culture, especially in cosmopolitan centres like Dubai, any digital initiative must be fine-tuned not only to the target audience, but also to religious values and societal expectations.
What does this mean in practice?First, brands should move away from the familiar paradigm of “discounts-promotions-special offers” and embrace value-driven storytelling. Content should center around themes that resonate with Muslim audiences: new beginnings, the importance of family, care for others, and inner renewal. This could take the form of a video, a series of social media posts, or a native article in which the brand acts as a thoughtful companion and partner during a time of reflection.
Second, design-led solutions should reflect the aesthetic of the occasion. This could include a dedicated landing page featuring:
- A monochromatic or nature-inspired color palette (gold, white, warm sand tones);
- Arabic typography or calligraphic elements;
- Illustrations based on Islamic geometric patterns;
- Responsive UI/UX design optimized for mobile-first behavior common in the GCC region.
Such pages can function as emotional and informational hubs, where users feel that the brand understands their values and “speaks their language” - not just literally, but culturally.
The third direction involves limited-edition gifting initiatives, presented not as “sales,” but as thoughtful gestures. For example:
- Deliveries with personalized greetings,
- Free gift wrapping in traditional designs,
- Digital cards with well-wishes to share with friends,
- Collaborations with local artisans (handmade items, natural goods, etc.).
This approach not only increases conversion, but also deepens emotional engagement, which over time positively impacts NPS, repeat purchases, and organic reach.
Crucially, a digital-first strategy should not feel artificially localized. Audiences can tell when a brand acts with genuine intention and cultural sensitivity. Therefore, the role of an agency is not merely to create a banner or offer, but to design a complete content architecture for the campaign - aligned with the cultural calendar, media consumption habits, and behavioral patterns of the audience during this period.