Introducing The Marketer’s Toolkit for Ramadan and Raya 2025
Creating Cultural Connection is As Easy As ABC🌙

The definitive guide to conquering Ramadan and Raya 2025 is here. Based on a custom YouGov festive study commissioned by Astro, this comprehensive toolkit reveals crucial consumer insights and content strategies that will shape this festive season’s marketing landscape.

Why This Toolkit Matters

Drawing from a survey of 1,000 Malaysian Malay residents, this toolkit provides data-driven insights through our ABC framework – Attitude, Behaviour and Consumption patterns. The analysis offers marketers actionable insights to create meaningful cultural connections with the Malay community during the upcoming Ramadan and Raya.

Three Core Dimensions

1. Attitude: Understanding religious activities and festive preparation

• Nearly 75% of Malaysians start Ramadan preparations at least a week in advance
• Strong financial planning mindset with early saving intentions
• High affinity for religious content across age groups

 

2. Behaviour: Shopping and purchase preferences

• Almost 50% begin Raya preparations over 2 weeks in advance
• Top purchase categories include F&B (86%), home items (69%), and fashion (61%)
• Distinct offline vs online shopping patterns across categories

 

3. Consumption: Media content and viewing habits

• Significant shifts in content preferences between Ramadan and Raya periods
• Multi-screen viewing behaviour varies by age demographics
• High demand for cooking shows, drama series, and religious content

We put these insights into context by curating highly relevant content and practical takeaways for brands to create cultural connection and dominate conversation this Ramadan and Raya .

 

Astro’s Three Pillars of Cultural Connection🌙

1. Bonds Community: Strengthening cultural ties through ground activations and
community engagement
2. Bridges Content Gap: Strategic content programming across different dayparts

3. Boosts Conversations: Driving cultural dialogue through compelling storytelling


Download the Full Toolkit Now 👉🏻 Introducing The Marketer’s Toolkit for Ramadan and Raya 2025