Home Centre’s Ramadan Campaign: A 360° Marketing Masterstroke

Dubai Advertising is proud to share an in-depth look at Home Centre’s groundbreaking Ramadan campaign. This 360° initiative has seamlessly blended digital innovation with traditional out-of-home (OOH) advertising, influencer engagement, and radio activations to create a truly immersive brand experience. The campaign, crafted to celebrate the essence of Ramadan, not only boosted brand awareness but also delivered measurable results.

A Holistic Approach to Ramadan Marketing

Home Centre’s campaign, aptly titled “Your Ramadan Answered”, was meticulously planned to stand out amid the seasonal advertising clutter. By integrating a multi-channel strategy, the campaign connected with families during one of the most significant periods of togetherness in the Middle East. The creative strategy, led by Leo Burnett Middle East, reimagined the age-old tradition of Fawazeer – transforming it into an engaging riddle-based storytelling format that resonated deeply with consumers.

Digital-First Execution

Launched on 15 January 2025, the campaign kicked off with a series of four interactive films. These riddle films were shared sequentially across major social media platforms such as YouTube, Instagram, Facebook, Snapchat, and TikTok. Each film invited viewers to guess the answer, with the chance to win a Home Centre voucher, creating a buzz and driving engagement. With over 56 million views across platforms, this digital-first approach clearly demonstrated the power of interactive content in capturing consumer attention.

High-Impact Out-Of-Home Strategy

To ensure a pervasive brand presence, Home Centre deployed a robust OOH strategy. This involved a mix of digital OOH, static billboards, and mobile advertising assets placed in high-footfall areas across both the UAE and KSA. The strategic placements ensured that the brand message reached daily commuters and shoppers alike, reinforcing Home Centre’s position as the go-to destination for Ramadan home preparations. Learn more about our OOH solutions on our Advertising Formats page.

Immersive Influencer Engagement

Recognising the influence of social media, Home Centre hosted an exclusive influencer event, inviting over 180 top-tier influencers from across the region. The event, designed as an immersive brand experience, extended the campaign’s Fawazeer-inspired narrative through interactive installations and live product showcases. This not only amplified the campaign’s reach but also allowed consumers to experience the brand’s curated Ramadan collections first-hand. Discover how our innovative events drive engagement by visiting our News section.

Reinforcing Recall with Radio Activations

Complementing the digital and OOH efforts, key radio networks were utilised to secure prime drive-time slots. These radio spots helped cement the campaign’s message, ensuring that the brand stayed top-of-mind among listeners during peak hours. The combination of traditional and digital channels proved essential in creating a well-rounded and memorable campaign.

A Collaborative Triumph

The success of the “Your Ramadan Answered” campaign is a testament to seamless collaboration. Home Centre partnered with industry leaders like Leo Burnett Middle East for creative strategy and Initiative Media for OOH execution, along with orchestrated influencer events and engaging radio spots. As Siddarth Sivaprakash, Head of Brand and Marketing at Home Centre, remarked, the campaign was all about transcending clichés and connecting authentically with families during Ramadan. Vivek Narayanan, Senior Marketing Manager at Home Centre, added that the campaign was strategically designed to maximise its impact during the critical pre-Ramadan period, ensuring Home Centre became synonymous with home preparations for the Holy Month.

Why Dubai Advertising?

At Dubai Advertising, we specialise in creating impactful advertising campaigns that cover every format—from building wraps and taxi ads to billboards and digital out-of-home (DOOH) solutions. Our expertise in crafting multi-channel campaigns is reflected in our diverse portfolio and the exceptional results we deliver for brands across Dubai and beyond.

Are you ready to elevate your brand’s presence with a creative and comprehensive advertising campaign? Let us help you make your next campaign as innovative and engaging as Home Centre’s Ramadan initiative.

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