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The Muslim holy month of Ramadhan in Egypt is considered the most lucrative period for the local advertising sector. So as the nation celebrates the final days of Ramadhan, companies will be busy cramming in as many television commercials as possible.

Not Coca Cola however as CCTV’s Adel EL Mahrouky reports, the company took the surprising decision to abandon its TV campaign during the holy month and it is paying off.