Amaliah Provides Cultural Strategy for IKEA's Ramadan Campaign

Amaliah worked with IKEA and lead agency Mother on the furniture retailer's 'Iftar At Ours' Ramadan campaign, providing cultural consultancy, strategy, and creative execution support.

The London-based Muslim lifestyle platform announced the collaboration on April 3, describing its role as ensuring the campaign remained authentic and grounded in the Muslim experience. Iftar refers to the evening meal that breaks the daily fast during Ramadan.

Amaliah's involvement represents a growing pattern in brand marketing: companies bringing in specialized cultural consultancies alongside traditional lead agencies. Mother handled the primary creative execution while Amaliah contributed cultural expertise specific to Muslim audiences.

The collaboration comes as major retailers develop more Ramadan-specific campaigns. IKEA's campaign centered on the social and family aspects of iftar gatherings, where the brand's furniture and home goods play a natural role in hosting.

Amaliah, founded in 2016, operates as both a media platform and consultancy. The company publishes content about Muslim women's experiences while offering strategic services to brands seeking to reach Muslim audiences authentically. Their work with IKEA and Mother marks their entry into large-scale retail campaigns.

The agency did not disclose campaign scope, budget, or market reach. IKEA has not commented on the campaign's performance or whether the Ramadan-focused work will continue in future years.

The collaboration follows other recent examples of brands pairing traditional agencies with cultural specialists for community-specific campaigns, a model that addresses both creative execution and cultural authenticity in a single campaign structure.