It is hardly the end of Chinese New Year but we can start to count down to another major festival in Singapore- Hari Raya Puasa which falls on 5th Jun 2019! With only 11 public holidays in Singapore – (international comparison here) –  every festive holiday is well planned to maximize time off, but Hari Raya is not one of those for those who celebrate it.

In fact, during the Ramadan month, the fasting ritual with its daily breaking fast is a time to gather with family and friends and such times together drives up the anticipation like a mini daily celebration leading up to the actual Eid! It is a time for new clothes, new car, new furnishing for the house like curtains, carpets and even new haircuts – new everything! Advertisers also take advantage of this period to create sales to raise the festive spirit. Several of TPM Outdoor’s clients that advertise during Hari Raya also communicate many meaningful messages featuring family ties, being healthy or helping the less fortunate.

Recently, by Pertapis, a charity formed in 1969 by a group of young aspiring Muslims who believed in the importance of moral and religious education in order to build a strong resilient self in youth. Helping more than 3,000 families in need, Pertapis prompt the public to contribute to those in need especially during the festive period. This billboard is located at the cross junction of Geylang Serai Market and Joo Chiat Road. This well-positioned advertisement also faces the newly opened, Malay-Muslim social, cultural and heritage hub- Wisma Geylang Serai. Amongst food and beverage and retail outlets, The Wisma Geylang Serai also houses senior and childcare centres, a family service centre, a culinary studio and reading rooms. The Geylang Serai Community Club, the Geylang Serai Malay Heritage Gallery and the South East Community Development Council is also part of the Wisma Geylang Serai. This is a one-stop space for cultural and community events and is “slated to be the pulse of the Malay community”

Source: Berita Harian

During its opening in 2018, one of the first events the new Wisma Geylang Serai held was the the Hari Raya bazaar and light-up on before the start of the fasting month. For 2019, we are definitely looking forward to these 2 major events that mark the start of the Ramadan month. Both traditional goodies and unicorn goodies – let the feasting begin please!

But Halal marketing is more than advertising during the Hari Raya period. In fact, with the global Halal market estimated to be worth US$580 billion a year, some marketeers are asking if it is possible to shape “the Halal into a brand?” Extracted from the The Halal Journal by Dr. Saad Al-Harran & Patrick Low, Universiti Brunei Darussalam, the global Muslim population is estimated to reach 2 billion by 2010 and the Halal food industry pegged to grow at a rate of 7%. Another halal industry is travel and hospitality, health and banking which are having fast growing awareness.

An offshoot research yields 7 trends in Halal Travel by The Marketing Magazine initiative includes AR, AI, rise of Muslim female voices in trip planning, quick trips/ instant noodle trips, M&A in Muslim travel spaces, rise of non-traditional travel destinations and a streamlined visa approval process.

Source: CIMB GROUP HOLDINGS BERHAD (50841-W)

In Sept 2018, CIMB Group launched a trade network poised to support growing global demand for Halal products and services. The CIMB ASEAN-China Halal Corridor is an enhanced trade network linking halal businesses across China and the region especially with China’s halal sector expected to reach US$1.9 trillion by 2021 and a potential customer base of 266 million in ASEAN and China. This multi-national initiative will focus on agribusiness, cosmetics, F&B, modest fashion and pharmaceuticals.

Source of slides: https://www.slideshare.net/adilkhan1985/islamic-marketing-philosophy-final/14

However, according to academics

Halal’s full potential has yet to be harnessed and there remain areas of dissonance and misunderstanding. Reasons offered by the authors are that current applications of brand theory unnecessarily restrict the term Halal and presuppose that there is one interpretation of its meaning

In fact, in the Halal journal, it was mentioned that…

Promotion and branding is the key to making products ‘click’. “By creating a Halal brand, we have the opportunity to touch lives of more people. Creating a trust mark for the Muslim community (Halal) could become its own power brand….

However, in a multi-religious society where Muslims are a significant proportion of the population, the product can be marked as Halal on the label so that the members of the community are aware of its status as well as promoting the product in the Muslim and ethnic media. Here, for the non-Muslims, the product’s quality is to be emphasized.

Source of slides: https://www.slideshare.net/adilkhan1985/islamic-marketing-philosophy-final/14

The cornerstone of Halal marketing is based on trust and ethical, hence labelled as “Halal”, the trust of the brand owners and its inherent quality of the product and service from inception is first and foremost. This is definitely a trend that is evolving and fast developing. More to look forward to!