As 2025 comes to a close, Ramadan stands out as one of the most defining moments for Egypt’s advertising industry — particularly for real estate developers, who leaned into storytelling with unprecedented scale and intent. What unfolded during the holy month was not just a seasonal media spike, but a broader shift in how developers sought to build emotional resonance and long-term brand equity in an increasingly competitive market.
According to data from The Board Consulting’s Ramadan Ads Insights Newsletter, real estate developers spent over EGP 2 billion (approximately $39 million) on advertising during Ramadan 2025. The figure underlined the sector’s belief in Ramadan as both a cultural anchor and a commercial opportunity — a period when themes of home, belonging, generosity, and togetherness naturally align with real estate narratives.
The year marked the culmination of a steady escalation in Ramadan-focused advertising. Campaign volumes have doubled over three years, rising from 12 campaigns in 2023 to 22 in 2024, before reaching 24 in 2025. Yet, rather than signalling creative excess, the increase reflected a maturing market where brands competed less on spectacle and more on meaning.
Of the 24 campaigns launched during Ramadan 2025, nearly half promoted specific projects by developers including TMG, Palm Hills, Cred, Hyde Park, Tameer, and Modon. The remaining efforts focused on corporate branding, with established names such as TMG and Wadi Degla reinforcing their long-term positioning rather than pushing individual developments.
One of the year’s most prominent launches was Jirian, a large-scale project unveiled by Palm Hills, Mountain View, and Nations of Sky. Spanning 1,400 acres near Mehwar El Sheikh Zayed, the development was framed as a transformative urban vision, reconnecting West Cairo to the Nile and reimagining waterfront living — a narrative that resonated strongly during a season centred on continuity and community.
Creatively, 2025 also marked a departure from formulaic Ramadan advertising. Developers experimented with tone, format, and pacing. Madinet Masr struck a balance between humour and sincerity through a two-part campaign that captured everyday acts of kindness alongside quieter moments of modern living. Arabia Developments broke from convention with a fast-paced, episodic format consisting of six 15-second ads, signalling a shift toward more disruptive, short-form storytelling.
Nostalgia emerged as another powerful thread. Margins Developments reunited cultural icons Esaad Younes and WAMA — alongside their children — to frame home as a space of generational continuity and emotional grounding. Meanwhile, Modon Developments drew attention through an unusual branding moment. As it expanded into Ras El-Hekma, public confusion with UAE-based Modon Properties — which manages the same destination — appeared to amplify interest. Whether intentional or incidental, the ambiguity translated into heightened attention and a notable increase in call centre inquiries, underscoring how awareness itself remains a valuable currency in real estate marketing.
Social media metrics reinforced the impact of Ramadan advertising. By the end of March, TMG led online engagement with nearly 200 million views, followed closely by Organi Group, Madinet Masr, and Hyde Park. On the project front, Jirian again stood out, topping viewership charts and reinforcing its position as one of the most visible launches of the year.
Equally telling, however, was who chose to sit out Ramadan 2025. Major developers such as Ora, Mountain View, Misr Italia, ERG, and Khaled Sabry Developments — all prominent advertisers in 2024 — were notably absent. Their decision hinted at a possible strategic recalibration, driven by budget considerations, shifting media priorities, or a move toward more targeted, performance-led campaigns outside the Ramadan window. Their absence also created space for emerging and mid-sized players to command greater share of voice.
Looking back, Ramadan 2025 marked a more introspective phase for Egypt’s real estate advertising. While campaign numbers grew modestly, the creative tone shifted decisively away from high-gloss spectacle toward authenticity, emotional depth, and narrative restraint. Celebrity endorsements were used sparingly and with purpose, serving the story rather than dominating it.
The broader lesson of the year was clear: in a saturated media environment, resonance outweighed reach. Developers discovered that sincerity, cultural understanding, and well-crafted storytelling delivered more enduring impact than scale alone.
As Egypt’s real estate sector heads into 2026, Ramadan 2025 will be remembered as a turning point — a season when storytelling moved to the centre of strategy, and authenticity emerged as the most powerful differentiator in brand communication.
