Branded content set for Ramadan

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[Cairo, Egypt] The Egyptian ad industry is turning to branded entertainment to break through the TV advertising clutter during the holy month of Ramadan. As much as 90% of TV ad dollars in Egypt are spent in November to capture the huge numbers of Egyptians who watch TV each evening as they break the daily fast observed during the month-long religious holiday. A media unit of Omnicom's Tarek Nour Communications, DDB Worldwide's Egyptian agency, is supplying programming to Egyptian TV through a program for clients called Creative Media Opportunities. During Ramadan, for instance, a woman identified with Pepsi-Cola Co. appeared on a twice-daily "Candid Camera"-like program, and promotions ran for "Star Maker," an "American Idol"-like talent program linked to Vodafone cellphones, said Karim Nour, a media executive at the agency.