Ramadan is the single biggest commercial moment in the Saudi calendar, and the one where brands most often overreach.

The mistake is treating it as a sale. Audiences in the kingdom are reflective in Ramadan, not transactional, and a loud discount campaign reads as tone deaf against that mood.

The work that lands is planned months ahead, warm rather than pushy, and timed to the rhythm of the day, quiet before iftar, active late into the night.

We book media early, because both cost and competition climb as the month approaches. By the first night, the plan should already be running.