Ramadan Illuminates Piccadilly Lights as Brands Embrace Cultural Moments

The start of Ramadan was marked this week with a high-impact digital display on Piccadilly Lights, one of the United Kingdom’s most recognisable out-of-home landmarks. The activation formed part of wider celebrations across London, where 30,000 LED lights are illuminating the West End in a show of unity, reflection and community spirit.

The initiative brought together Landsec, Heart of London Business Alliance, The Aziz Foundation and Ocean Outdoor UK, underscoring how premium digital out-of-home (DOOH) screens are increasingly being used to recognise major cultural moments. Piccadilly Lights, with its global visibility and heavy footfall, provided a powerful platform to connect with both local communities and international visitors.

Ramadan campaigns have grown in prominence in recent years as brands and property owners seek more inclusive engagement strategies. High-profile digital sites allow messages to be delivered at scale while retaining contextual relevance. In a city as diverse as London, such gestures carry both symbolic and commercial significance.

For the OOH industry, the activation highlights the evolving role of landmark screens. Beyond commercial advertising, they are becoming civic canvases—capable of reflecting social values while maintaining premium brand stature. As Ramadan observances continue worldwide, Piccadilly Lights demonstrates how digital OOH can align global audiences with local celebration in a meaningful way.