Ramadan in Pakistan: Religious month or commercial payday?
25 July 2014 Last updated at 16:28 BST
Ramadan - or Ramzan as it is called in Pakistan - is meant to be a month of charity, worship and abstinence.
However many Pakistanis are complaining that it has been hijacked by rampant consumerism over the last few years, and is losing its true spirit.
Ramadan now comes with pizza meal deals and religious quiz shows on television, but is it crass or just a harmless celebration?
Amber Shamsi reports from Islamabad.