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In association with Hashem al Marzouqi x Laila Binbrek x Amna al Haddad x Shelina Janmohamed ON RAMADAN

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Page 1: on ramadan - ogilvynoor.com · Conventional & Sharia compliant Funds • Financial Planning • Over 120 Relationship Managers • 45 Priority Centres • Preferential Pricing For

In association with

Hashem al Marzouqi x Laila Binbrek x Amna al Haddad x Shelina Janmohamed

on ramadan

Page 2: on ramadan - ogilvynoor.com · Conventional & Sharia compliant Funds • Financial Planning • Over 120 Relationship Managers • 45 Priority Centres • Preferential Pricing For

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BROWNBOOK ON RAMADAN

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WELCOMERamadan, the month of patience, humility and a total renewal of family and friendship bonds, falls in the ninth month of the Islamic calendar. Muslims around the globe observe the holy month by fasting during daylight hours. This means that from sunrise to sunset no food or drink is partaken of. The point of fasting is to increase faith through prayer and to have empathy with the less fortunate. This is a month of sharing and doing good deeds. Conversely bad actions, foul language and impure thoughts are unwelcome.

Travel brochures and websites may warn tourists not to travel to the UAE during Ramadan, but this important month of the year is the very best time to visit for a glimpse into true Emirati culture and hospitality.

It is traditional to break the fast with some dates and water or milk, as they go down easily on an empty stomach. After the fast has been broken, the sunset prayer is performed and then a big meal is served. And in Dubai, big means huge. The city's many restaurants offer buffets and specials, and many of the bigger hotels have Ramadan tents, which serve traditional fare. A staple on Emirati tables during Ramadan is a dish called harees, which is made of wheat, meat and salt. Biryani is another favourite. The base of the dish is delicately flavoured rice served with mutton or chicken. Originally an Indian dish, the Gulf's version is less spicy.

At nightfall, the city springs to life in a rush of food, refreshment, socialising and activity that continues until the small hours of the morning. The streets are covered in Ramadan decorations and lights and families and friends gather together in tents, restaurants, street side cafés, parks or in the comfort of their own homes.

Dubai is an incredible microcosm of multi-culture as a whole. With as many as 200 nationalities living here, Ramadan is a chance for Dubai not only to reaffirm itself as an Arabic city but as an Emirati city.

Prayer, 2010

RP Chezhiyan from India uses coloured and black pencil in his drawings and enjoys working on traditional Emirati subjects

CONTENTS

160 Dinner TimeHashem Al Marzouqi takes us round Dubai's only Emirati restaurant and talks about popular Ramadan dishes

166 What is Ramadan?We answer your questions about the basics of fasting, practice and the ritu-als of the holy month

162 On the LineLaila Binbrek, the director of Third Line Gallery in Al Quoz tells us how she slows down during the holy month

167 A Recipe for RamadanCooking for iftar or just getting into the spirit, we give you an idea of what to prepare for your evening meal

163 Clean and PressAmna Al Haddad, an experienced weightlifter and fitness enthusiast finds Ramadan a pleasurable time

168 Designing the MoonShelina Janmohamed takes us through why the crescent moon is such an im-portant graphic symbol this month

164 What to ConsiderDo's and dont's about how to behave during Ramadan and facts you might not have considered

writer Felicity Campbell

illustrator Abhilash K

cover Aziza Iqbal

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BROWNBOOK ON RAMADAN

160 16103 Every element of Emirati life is recreated04 The decor is also traditional to create atmosphere

01 Hashem Al Marzouqi, owner of Al Fanar02 The restaurant serves traditional Emirati food

DiNNEr TiMEHashem Al Marzouqi is the owner of Al Fanar restaurant in Dubai’s

Festival city. It is one of the only Emirati restaurants in town and he tells us about being in the food business

during the month of fasting

Ramadan might not seem like the best season for restaurants, but for one restauranteur, it looks set to be the busiest. Walking into Al Fanar restaurant it is clear that Hashem Al Marzouqi is a man with vision.

The only Emirati restaurant with such a wide variety of well-prepared foods, Al Fanar is one of a kind in the United Arab Emirates (UAE). Al Marzouqi saw a gap in the restaurant market and decided to fill it. Only open since October last year, the restaurant has enjoyed great success. Emiratis now have somewhere to eat their favourite dishes and tourists have the chance to try out the local cuisine.

'The food of most of the nationalities that live here is represented to a high standard, but wherever I look there is one cuisine missing - our own food. Yes there are places that make Emirati food, but they are more what I would refer to as kitchens. This is fine dining Emirati style,' says Al Marzouqi.

Saying he wants to reach out to the younger generation, whom he calls the chicken-nugget generation, Al Marzouqi's aim is to show that Emiratis also have good taste and traditional food.

'The restaurant is set up as a mini museum as well, where residents and tourists are able to see exactly how Emiratis live. It's not only food, the entire Emirati lifestyle is on show,' he explains.

Of the holy month of Ramadan, Al Marzouqi says everything changes in the normal pace of life. 'You make more time for your family, you meet up with your friends. Ramadan has not really changed for UAE nationals over the

years. The architecture of our houses may have changed, but we still have a traditional spirit and this really shows itself in Ramadan. It's a time of charity. Coming to Dubai during Ramadan, you really get the chance to see what generosity is. If you live or visit here with not very much money, you don't have to cook or visit restaurants throughout the whole month. Every mosque will host a complementary iftar meal. Who brings the food? Neighbours do. Dubai is a place where everyone lives in harmony. People have the freedom to express their own religion and to wear their traditional clothes. We welcome foreigners - they have helped us develop this country. We can't forget the time they have shared with us making the country what it is today.'

For the restaurant's first Ramadan, Al Fanar has a series of set menus for each of the 30 days and the traditional food will be showcased in all its variations. 'At this time of year I love harees and threed. Harees is made of meat and wheat and threed is sort of like a crepe mixed with salona (curry/stew). I'm also rather too fond of the sweets - there are so many sweets at this time of year. My advice during Ramadan is to eat light. Our eyes eat before our mouths.'

Finally, Al Marzouqi says his favourite part of Ramadan, other than the food, is the networking aspect. 'It is sort of like social networking and do you know what? Twitter and Facebook have made Ramadan better. It's so easy to reach out to everyone. Busy schedules are cleared and every effort is made to see family and friends. But no matter how busy it is, it is also a very spiritual time.'

HAREES

This Gulf speciality is a dish of boiled, cracked or coarsely-ground wheat with meat or chicken. Its consistency is similar to

porridge or slightly thicker. Harees is

especially popular in the month of Ramadan and

traditionally was only made during this month and for Eid . To prepare it

the wheat is soaked overnight, then simmered in water along with meat

and butter. Any remaining liquid is strained and the

mixture is beaten and seasoned. It is considered a healthy dish because it

contains protein and meat and is boiled. It is usually

cooked in large quantities and shared between

neighbours as a symbol of hospitality and warmth

'No matter how busy it is, it is also a very spiritual time'

photographer Shereena Lootah

01

03

0402

Page 5: on ramadan - ogilvynoor.com · Conventional & Sharia compliant Funds • Financial Planning • Over 120 Relationship Managers • 45 Priority Centres • Preferential Pricing For

BROWNBOOK ON RAMADAN

162 16303 Amna Al Haddad during a weight training session04 At the Reebok Crossfit Asia Regional in Seoul

01 Laila Binbrek in Third Line Gallery02 Binbrek is the director of the contemporary space

ON ThE LiNELaila Binbrek is the director of the Third Line Gallery and spends

much of her time travelling to meet and discover new artists. For her, Ramadan is a time to take stock

CLEaN aND PrESSAmna Al Haddad is used to watching what she eats and following a healthy eating plan. But the Emirati who competes in international weightlifting championships says fasting is not as tough as it looks

Tucked away in the industrial zone of Dubai's Al Quoz and close to the new art district of Al Serkal Avenue, the Third Line Gallery is contemporary, minimalist and dedicated to only one exhibition at time. In this fast-paced city, the gallery's reputation is growing quickly and Laila Binbrek, the director, explains how Ramadan can be a time to slow down and take it all in.

'Compared to other cities I have lived in, Dubai is constantly moving and changing. Whether you are going through a rough patch or having fun, time in Dubai just generally seems to fly by. The holy month is when the city and the society as a whole take the time to slow down a little bit. Ramadan allows you the breathing space to take stock of your life. It's a time to relax,' she says.

During the rest of the year Binbrek says she is very busy and often travels for work so she also appreciates this time of year as it is her chance to connect with her family. 'Otherwise it feels like the only time I get to see everyone gathered together is for weddings or funerals,' she says.

Growing up in different countries – Egypt, Canada and the UK - the Emirati national says she has spent a lot of time away from her UAE-based family. 'It does make Ramadan harder,' she explains. 'It was great though, to introduce people who aren't Muslim to the month. Iftar dinners were not just for people who were fasting. It was a chance to engage others and explain the meanings behind the rituals.

Consequently spending the past few Ramadans in Dubai has been a very different experience for Binbrek and her

Amna Al Haddad is a 22-year-old media professional who has been weight lifting for the last two and a half years. She made history in May by being the first Emirati to participate in the Reebok Crossfit Asia Regional in Seoul. Following a strict training regime, the young fitness fanatic has to make several adjustments during the month of fasting but, she says, it is not as hard as people think.

'I am often asked about how Ramadan affects my training. For the past two years, I have been able to find a balance between my religious duties and my training. Not eating or drinking any fluids all day long - contrary to popular belief - doesn't affect my strength or body composition level to a large extent. If anything, in the past two years, I have set many personal records during Ramadan in my training. I don't change the type of foods I consume or my training regime much, which often results in maintaining strength or gaining little to no weight during Ramadan.'

However, she elaborates that this year her eating habits have changed quite dramatically due to food intolerances to dairy and gluten. 'I am quite interested in finding out how cutting off such foods during Ramadan will affect my energy levels, body composition and strength levels,' she says. 'My diet is going to be high protein and high fat with carb sources coming from fruits and vegetables and some rice.'

According to Al Haddad, the best times to exercise during Ramadan are just before iftar so you can immediately replenish your body with nutrients and two hours after when you will have the right energy and hydration level.

family. 'While abroad it was only my parents, my siblings and family friends. But here all my relatives are around with their children and their grandchildren. So Ramadan in Dubai is a month of social involvement. It's possible, if you are not careful, to be even more busy during this period than at any other time, as you have so many people to visit and a multitude of engagements to attend.

'No matter what your job or position, everyone knows that Ramadan is a family month and making sure to take time out is imperative.'

Binbrek also says that the spiritual philosophy behind Ramadan is very important. 'I try to be a good person and see the best side of every person all year round and not eating in Ramadan really brings this to the fore. Not eating makes me short-tempered, so I really have to concentrate on keeping my temperament balanced. I feel more spiritual during this month. As I am still doing my job, worrying about deadlines and what the artists are doing. I find the thing that really puts me back in a spiritual state of mind and helps me focus is listening to the Quran on CDs in my car on the way to and from work. It helps me meditate.'

Muslim or not, Binbrek says the holy month can be an opportunity for us to change our routines. 'This is the one of the only times in the year that people can take time out to do some self-reflecting. It's a whole month of mental detox - it's not just a weekend here or a day there - it's an excellent opportunity to stop and re-evaluate life, your place in the world, why are you here and what can you give back to society.'

'The option you choose depends on your goal - either losing body fat or maintaining muscle mass. However, personally I have had success training two hours after iftar and plan to continue this habit this upcoming Ramadan,'

Al Haddad also says that as well as her intensive exercise routine she will naturally find time for increased worship and to share time with friends and family.

'I always look forward to Ramadan because it's a special month for Muslims and it's one of the five pillars of Islam. Ramadan is a time for us to reflect on ourselves, but also to feel for those less fortunate. Ramadan is a month of praying, giving and forgiving. Each Ramadan, I hope to retain a good habit - whether it is watching less TV, reading more Quran on a daily basis or eating more healthily. Sometimes people forget this and they overeat or watch too many TV shows - unfortunately Ramadan has become commercial and that saddens me.

'One thing I do enjoy about Ramadan is, no matter how busy we are as individuals, during Ramadan we all sit together. Especially with how Dubai has changed in the past few years due to the nature of the hectic lifestyle, Ramadan gives us that moment to slow down and take a moment.'

Finally, Al Haddad is nostalgic about a time when community spirit was still alive. 'Technology has made it easier for people to send a tweet, write on Facebook or send a text message, instead of visiting each other. No matter what, online communication cannot replace the face-to-face interaction that used to be a major part of this holy month.'

photographer Shereena Lootah

01 02 03 04

Page 6: on ramadan - ogilvynoor.com · Conventional & Sharia compliant Funds • Financial Planning • Over 120 Relationship Managers • 45 Priority Centres • Preferential Pricing For

BROWNBOOK ON RAMADAN

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WhaT TO CONSiDErRamadan calls for everyone to respect local cultures and traditions even if they are not fasting. Although we are all aware of the main rules of Ramadan - refraining from eating and drinking in public -

here are a few others that might have been overlooked

dressAlthough while living in or visiting an Islamic country one is expected to dress modestly at all times, this rule should be be even more closely observed during Ramadan. Do not wear tight or revealing clothing. Both men and women should cover their shoulders and knees.

Smoking and Chewing GumThese count as breaking the fast so refrain from doing either of these things in public even if you are not fasting.

Gossip and slander It is advisable to avoid gossiping at all times but even more so during this period. Ramadan requires that a fasting person keeps their thoughts and hearts pure, so gossip, slander or backbiting should not be entertained either by the fasting person or by being overheard from those around them.

overeatIt can be tempting to go wild at iftars, the sheer array of food can be seen as an excuse to gorge, but all this will lead to is stomach ache and extra pounds.

CharityGive to the less fortunate. You will notice charity tents or stations outside the larger supermarkets so donate your unwanted clothes and other items that may help.

neighboursIt is traditional in this part of the world to be friendly with your neighbours so it is a hospitable gesture to take a dish of whatever you are having for dinner over before the sunset prayer. Your neighbours will be delighted and when your dish is returned it won't be empty.

drivingBe more careful than ever on the roads. After a long day with no food, concentration tends to wane especially when driving close to sunset as people are in a rush to get home or to a mosque in time for prayer.

SwearingAlthough unpleasant language is frowned upon at all times in this region, it should be particularly avoided during the month of Ramadan.

GreetingsGreet your colleagues, neighbours and friends with 'Ramadan Kareem', which translates as 'Have a blessed Ramadan'.

noise Do not play loud music in your house, in your car or outside.

Punctuality If you are invited to an iftar, it is important to make sure you arrive with enough time to be welcomed and seated before it is time to break the fast.

Page 7: on ramadan - ogilvynoor.com · Conventional & Sharia compliant Funds • Financial Planning • Over 120 Relationship Managers • 45 Priority Centres • Preferential Pricing For

BROWNBOOK ON RAMADAN

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What happens during ramadan?Muslims all over the world refrain from eating and drinking between dawn and sunset for the 29 to 30 days of Ramadan. As well as abstaining from food, it is also important to refrain from participation in bad thoughts, words or deeds. It is also an important time for prayer.

When is ramadan?Ramadan is the ninth month on the Hijri (Islamic) calendar, which is based on the lunar calendar. The lunar calendar follows the moon cycle and some months are shorter than the solar calendar, meaning that the date of Ramadan changes, moving back by 10 days every year. Ramadan begins with the new moon of the 9th month and continues until the new moon of the tenth month.

Why fast?As well as being an essential act of worship in Islam, there are many other benefits to fasting. It fosters a deeper understanding of what the less fortunate have to endure. Going without food between dawn and sunset hardly seems a hardship compared to people who have to endure days of hunger and thirst. In this way fasting also fosters charitable feelings. While charity is strongly encouraged during Ramadan, fasting nurtures the need to give.

How does it increase your focus?Not focusing on what you are going to eat during the day (you

would surprised at how much thought time this actually takes up) and by consciously avoiding bad things, your consciousness is free to concentrate on other things. Familial friendship and community bonds are strengthened as the act of fasting means that people come together more times during the day than they would ordinarily do so.

What is iftar?The breakfast or breaking of the fast, iftar is the name of the main meal of the day during Ramadan eaten at sunset. As well as iftar, people will also share suhoor (the meal eaten just before dawn).

How does ramadan affect non-muslims?As a non-Muslim you are expected to adhere to the traditions of the country, which means that you will not be allowed to eat or drink in public. There are provisions and many hotels will have curtained or sectioned-off sections in restaurants where they will serve food to non-Muslims or those who aren't fasting. You are also free to eat and drink in the privacy of your own home or hotel room.

Can non-muslims join in?As a non-Muslim it is recommended that you join in night-time activities to get a true feeling of what Ramadan has to offer. Many hotels offer extensive iftar and suhoor buffets where guests have the opportunity to try traditional Arabic fare from the Emirates and neighbouring countries.

the rice. Add the stock carefully, cover and let it cook for 10 min. Separetly sauté the peeled almonds until golden brown.

The name maqlooba, translates as upside down and comes from the method of serving this dish. When cooked, cover the top of the pot with the serving plate and flip over carefully. Serve with Arabic salad and fresh yogurt.

Method

Soak the rice in water for 15 minutes. Then wash the chicken and saute the pieces in a casserole dish until golden brown. Add 2 litres of water, the onion pieces and the chickpeas. Bring to the boil and leave to simmer for 45 min. In a separate pan, fry the cauliflower until golden brown. Strain the rice and leave aside. Take the onion pieces out and separate the chicken and chickpeas. Season the stock with spices and salt as required. In a separate pot, lay down the cooked chicken pieces, add the chickpeas and the cauliflower and top up with

Ingredients

1/2 kg rice100 g chickpeas4 pieces of chicken1 cauliflower cut into small piecessalt1 peeled onion quartered3 tbsp oilall spices & some cinnamonalmonds

WhaT iS raMaDaN?Fasting during Ramadan is one of the five pillars of faith for Muslims. But there is a lot more than that to the 29 or 30 day period that falls

during the ninth month of the lunar calendar. Here we present a factual guide to the holy month

a rECiPE fOr raMaDaNWhether cooking for the evening meal to break the fast or you simply want to enjoy

a traditional Arabic dish during the holy month, why not try this recipe? Maqlooba, a dish of rice, meat and vegetables originates from the Levant

Page 8: on ramadan - ogilvynoor.com · Conventional & Sharia compliant Funds • Financial Planning • Over 120 Relationship Managers • 45 Priority Centres • Preferential Pricing For

BROWNBOOK ON RAMADAN

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DESigNiNg ThE MOONShelina Janmohamed, a Senior Strategist with Ogilvy Noor - the

world's first specialist consultancy for building brands with Muslim consumers, was able to provide us with an insight into the significance

of the crescent moon design

Why is the crescent symbol important to muslims?Since the Islamic calendar is based on the lunar cycle, the crescent marks the beginning and the end of each month, which therefore sets the rhythm of the Muslim year. It should be noted that Ramadan is not the only holy or revered month of the Islamic calendar but it is the only one involving continuous fasting. Why is it important particularly during ramadan?Only when the crescent moon is seen, can Ramadan begin. It is elusive to see, and it is said to be a blessed activity to search for it in the night sky. The crescent is the gateway to Ramadan: when it is seen, Ramadan begins. What could be more exciting? Can it be any colour and are there any rules to using this popular symbol?The crescent symbol is used in many places from posters, to TV ads, to Eid cards and avatars. It's symbolism is so powerful - often used to represent Islam itself - that it is everywhere. You can be quite creative in its use, as long as its symbolism is respected. We get an absolutely beautiful view of the crescent and the star here in Dubai. It's stunning.

do you think that the crescent moon symbol stirs nostalgia for muslims who perhaps don't get such a clear view of it?The Middle East is particularly blessed with the clear skies and therefore the seeming closeness of the crescent. The

nostalgia is to be connected to the wider Muslim community around the world who perhaps cannot see it as easily from their location.

Has the crescent symbol become somewhat of a cliche? How can we make sure it retains its meaning?Overuse can drain a symbol of meaning, and it also drains it of potency - those viewing it just don't notice it anymore. In creating visuals for Ramadan and Muslims in general, creativity is vital. Don't just follow the crowds in using the crescent. It's fine if it's appropriate, but it doesn't work as shorthand for reaching out to Muslims. Muslim consumers are much smarter than that and are looking for visual imagery that speaks to their values and aspirations. How does ogilvy-noor use the symbol? Will you be using it this ramadan?For last year's Eid ul Fitr mailing we chose to speak about the importance of the new moon to Muslims and so it was appropriate and relevant to use the crescent as a symbol. In this case, simplicity was the key to its power, balanced by a mosaic of the diverse Muslim community. What does the crescent symbol mean to you personally?I love to watch the moon wax and wane, but the thin line of bright white light that cuts across the night sky for me is as powerful as the full moon. It gives us the opportunity for a fresh start every month.

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