Latest news with #Khaleeji
Campaign ME
17 hours ago
- Business
- Campaign ME
LEGO reimagines Father's Day with 'Build It With Him' campaign
This Father's Day, the LEGO Group is inspiring families across the UAE to rethink gifting traditions with its regionally tailored 'Build It With Him' campaign – a creative call to action that invites parents and children to connect through the joy of LEGO® play. Ula Bieganska, Head of Marketing, LEGO Group MEA says, 'The creative vision was inspired by the idea that Father's Day isn't really about celebration it's about connection. Our campaign for the LEGO Group set out to reframe the occasion not as a moment for grand gestures, but as a chance to be present and playful. The campaign was a collaboration between Publicis Middle East and MSL Middle East, with MSL handling the strategy and insights and earned amplification and PME leading on creative. Insight-led storytelling To shape the campaign, the team conducted extensive local research to better understand Father's Day in the UAE The strategy was rooted in a deep understanding of Father's Day in the UAE, an occasion that is officially acknowledged but often culturally overlooked. Bieganska says, 'We carried out primary research to understand mindsets and habits around Father's Day, among the country's diverse expat population, alongside the influence of Khaleeji family dynamics, and the last-minute nature of gifting behaviour in this market. Rather than importing a global idea, we built a regional-first narrative that played into human truths, social behaviours, and localised gifting patterns.' She adds, 'A combination of local research and cultural insight revealed a disconnect between how Father's Day is recognised and how it is actually experienced in the UAE. A YouGov study showed that 75 per cent of UAE dads had received the same gift more than once, with cliché and predictable gifts like mugs, wallets and shirts topping the list,' 'Yet, when asked about their most meaningful gifts, a quarter of dads said it was something handmade by their child. Our focus groups echoed this sentiment, as dads spoke not about being celebrated, but about wanting to spend more time with their kids. This emotional truth became the anchor for the campaign,' reveals Bieganska. Transforming tradition through play The campaign's primary goal was to build brand affinity by positioning LEGO bricks as a meaningful Father's Day gifting solution. Rather than focusing on conversion, it was designed to resonate emotionally with families and boost top-of-mind awareness during a typically under-leveraged seasonal moment in the region. 'While this wasn't a conversion-led campaign, it was designed to drive customer loyalty through emotional resonance and cultural relevance,' says Bieganska. 'Build It With Him' The campaign ran across owned the LEGO Group social channels, earned media, and in-store with an activation at the LEGO Store at Mall of The Emirates. Creative assets included static visuals, with playful LEGO brick-built reinterpretations of traditional Father's Day gifts, all created for digital-first consumption. Aside from this, influencer marketing also took place. Influencers known for parenting and lifestyle content were chosen for their alignment with LEGO's values of imagination and quality. Their content focused on sharing the experience of building LEGO gifts with their children and reflecting on Father's Day meaningfully, enhancing engagement and authenticity. The 'Build It With Him' campaign specifically spoke to two core audience segments in the UAE. Expat mums (aged 28–45) – the key gift buyers in the household, often time-poor but looking for thoughtful and meaningful gifting options that reflect shared family values. Older expat kids (aged 16–25) – trend-aware gift-givers who want to move beyond the generic and find gifts that feel personal, creative and social-media-worthy. A celebration of connection beyond the occasion More than a seasonal campaign, 'Build It With Him' champions the enduring value of creativity and cross-generational bonding – turning a traditionally quiet holiday into a playful opportunity for family connection. 'The key brand message is simple but powerful: the best gifts aren't bought, they're built. Through this lens, LEGO bricks becomes more than a product, it becomes a tool for cross-generational connection and shared memory-making,' Bieganska concludes. By tapping into regional behaviours and emotional truths, the LEGO Group campaign transforms a token holiday into a creative opportunity for connection. 'Build It With Him' not only refreshes the Father's Day conversation in the UAE, but also reinforces the LEGO Group's role as a brand that champions shared experiences and the enduring value of play across generations. The campaign launched ahead of Father's Day on June 21, coinciding with World Play Day on June 11, and continues across key channels in the UAE. Credits: Client: The LEGO Group Creative Agency: Publicis Middle East Tuki Ghiassi – Executive Creative Director Pablo Tesio – Associate Creative Director Juan Sebastian Portilla – Associate Creative Director Oussama El Founi – Associate Creative Director Abdulla Samir – Art Director Rimma Krasavina – Senior Art Louis Borniche – Motion Designer PR Agency: MSL Middle East
Qatar Tribune
a day ago
- Entertainment
- Qatar Tribune
Qatari artiste Mohammed Boujassoum dies at 77
QNA Doha Qatari artiste Mohammed Boujassoum passed away on Thursday at the age of 77, after a successful and prolific career. The late artiste was a pioneering figure in Qatar's theatre movement, contributing significantly to its early development. He began his career as a member of the Al Adhwaa musical and theatrical groups in 1965 and 1966, joined the Qatar Theatre Troupe in 1970, and until his passing, he was part of the Qatar Theatre Group. Early in his career, he acted in numerous plays and participated in radio and television shows. In addition to acting, Boujassoum worked as a theatre and radio director. He studied at the Higher Institute of Theatrical Arts (HITA) in Kuwait and at the Academy of Arts (AOA) in Egypt, from which he graduated in 1976, making him the first Qatari and Khaleeji to earn a bachelor's degree in acting in the region. Following graduation, he joined the theatre department at the department of culture and arts and was later appointed General Manager of the Qatar National Theatre in November 1981. The late artiste received numerous awards and honors throughout his career, the most recent of which was at the Doha Theatrical Festival in 2023 and contributed to the journalism scene in Qatar through various newspapers, compiling his writings in a book completed before his passing.
Biz Bahrain
12-06-2025
- Business
- Biz Bahrain
'Ajyal' Account Wins Best Banking Account for Youth and Minors in Bahrain at IBMAG Awards 2025
Khaleeji Bank, one of the leading Islamic Banks in the Kingdom, has been honoured with the Best Banking Account for Youth and Minors Award 2025 in Bahrain by International Business Magazine (IBMAG), the same publication that recently named the Bank's 'Salary' Account the Best Banking Product in Bahrain for 2025. This accolade recognises Khaleeji's dedication to enhancing the banking experience in Bahrain, demonstrating excellence and leadership in delivering innovative banking services tailored to all age groups, including youth and minors. The 'Ajyal' Account, specifically designed for minors below the age of 21, aims to instil sound financial habits such as saving and investing from an early age. The account is offered in three variants: 'Ajyal' Savings Account, which promotes a saving culture through rewards on deposits and payments. Ajyal 'Deposit' Account, which introduces investment fundamentals through a 12-month fixed deposit with an expected profit rate of up to 5%, as well the 'Ajyal Al Wafer' Account, featuring dedicated prizes alongside those offered by the standard 'Al Wafer' Account, including 60 prizes of USD1,000 each for its 2025 edition. This initiative seeks to equip the next generation early on with the tools and knowledge necessary to achieve financial security and independence in the near and far future. Since its launch, the 'Ajyal' Account has garnered significant and unprecedented interest from clients eager to open this account for their children, highlighting its success which was recently crowned with the 2025 IBMAG Awards. On this occasion, Ms. Ameera Ahmed Al Abbasi, Head of Retail Banking at Khaleeji Bank, expressed her pride in receiving this honour, stating 'We are delighted to receive this prestigious award from IBMAG which acknowledges our ongoing commitment to providing innovative banking services. The launch of the 'Ajyal' Account exemplifies our efforts to encourage young depositors to save and invest, offering comprehensive services through three dedicated versions: Savings, Deposit, and 'Ajyal Al Wafer' Accounts. We are pleased with the growing demand from clients to open this account for their children.' She added 'We take pride in our performance and remain committed to enhancing innovation and excellence across all our banking services. Receiving this prestigious IBMAG award, following IBMAG's recent crowning of our 'Salary' Account the Best Banking Product in Bahrain for 2025, motivates us to continue leading Bahrain's banking sector by providing more innovative and distinctive products that meet the aspirations of all age groups.' Khaleeji is a leading Islamic Bank that strives to achieve clients' ambitions through an Islamic Banking model that offers a comprehensive range of high quality Shari'a-complaint banking services and investment opportunities to individuals and companies.
Khaleej Times
30-05-2025
- Business
- Khaleej Times
Fragrance revolution: The global bloom of Middle Eastern fragrance
For decades, the beauty and grooming world has been tightly held by iconic European and American perfume houses, with little room for disruption. Then came Korea's skincare wave, and now, it's the Middle East's turn to reshape the fragrance narrative. What was once a regional affair, steeped in ancient tradition and limited reach, has evolved into a global sensation. Today, Middle Eastern perfumery is not only gaining traction among fragrance lovers in the US, the UK, Europe, and even South America, but it's also challenging legacy brands with its distinctive notes, immersive storytelling, and standout presentation. These perfumes, once confined to Khaleeji traditions, have now become coveted collector's items and everyday luxuries for a global audience seeking something deeper, richer, and more rooted. Fragrances from the Middle East are gaining worldwide attention and favour with consumers, who are enamoured by their blends, versatility, mystique, and elaborate packaging. A look at into the recent history of perfumes reflects that Arabian perfumery despite a rich legacy dating back 4,000 years, lingered as a fringe phenomenon until recently. Modern perfume industry remained a strong bastion of brands established in late 19th century Europe and the US. While brands like Chanel, Guerlain and Dior rose to iconic status with many of their fragrances becoming cult classics, many modern designers and niche brands followed suit, creating a prominent space for themselves. With exception to Abdul Samad Qureshi established in 1850, that shares an almost parallel history with Guerlain (1828), and wide international retail presence, Middle Eastern fragrance houses in the region, remained either local or at best a regional phenomenon, catering to largely Gulf population across the region. Any exports were limited to countries with some degree of cultural semblance with the larger gulf region or Islamic culture. Rediscovering the oriental mystique In 1925, Guerlain launched the Shalimar, the first oriental fragrance by a western perfume house incorporating — sandalwood, tonka bean and frankincense — notes strongly associated with Arabic perfumery. Shalimar — 'Temple of Love' inspired by one of the gardens of Taj Mahal — a symbol of the eternal love story of Emperor Shahjahan and his wife Mumtaz Mahal. Despite the legendary success and the cult status of the fragrance, it was a one-off venture. It would take another 70 odd years for Arabian perfumes to make a mark. By late 90's, there was a major shift in the industry catalysed by the western brands need to tap the petro-dollar fuelled economies of the Gulf. The high disposable incomes of the Gulf countries and the prolific usage of perfumes made the region into one of the biggest and the fastest growing markets in the world. All the major fragrance brands started debuting fragrances with notes of oud, amber, rose, sandalwood and frankincense to woo the Middle Eastern customers. From YSL, Gucci, and Dior to newer designers like Tom Ford, fragrances infused with Arabian notes were positioned as the ultimate olfactory elixirs, drenched in the mystique of the Orient and crafted with exotic ingredients from antiquity, offering greater projection and sensuality. The enigmatic scent trail that followed Khaleeji fragrance patrons soon became a global fascination. At the heart of this lingering allure was a single, transformative ingredient that captured the world's imagination: Oud. Resurrecting 4,000 years of tradition One of the most potent tools deployed by global fragrance houses has been their ability to create resonance through adaptation and localisation. As part of this drive, the rich perfume heritage of the Middle East was rediscovered and reintroduced to the world. It soon became clear that Arabia holds one of the oldest perfume traditions in the world, dating back over 4,000 years. Influenced by Mesopotamian and Egyptian practices, perfumery flourished in the Arabian Peninsula, especially after the advent of Islam. The 9th-century Abbasid scientist Abu Yusuf Yaqub bin Ishaaq al-Kindi regarded as the father of Arabic perfumery documented over 100 recipes for fragrance oils in his seminal work, The Book of the Chemistry of Perfume and Distillations. Meanwhile, the pioneering distillation techniques of Jabir ibn Hayyan including methods of filtration and evaporation, continue to underpin the extraction of natural fragrance oils even today. Adding to this mystique is the romance of ancient caravans traversing over 2,000 kilometres of incense trade routes. This third-century BC network of land and sea passages carried frankincense, myrrh, spices, and luxury goods from Mediterranean ports through the Levant and Egypt, across Northeast Africa and Arabia, all the way to India and beyond. Many European perfume traditions, in fact, trace their roots to the Islamic rule of Constantinople during the Middle Ages, a testament to the enduring influence of Arabian perfumery. The wider international success While the international brands had intended to tap the Gulf markets, but unintentionally, they created a space and mainstream acceptance for notes and oud in populations that were earlier dismissive of Arabic notes as being too overwhelming and unwearable. The legend of the Arabian fragrances has grown, and people are fascinated by the opulence, richness, elegance and the longevity of fragrances. Little did the brands know that they were creating competition. Middle Eastern fragrances conquer the world While the international brands looked towards Middle East as a new market, the Middle East brands awoke to the possibility of reaching out to the world and global consumers. The Oud note, by now an international favourite, coveted for its complex scent that traversed through many deluges before settling into its lush bloom, was to become their ace to international success. After all, who could beat the Middle Eastern brands at the 'art of oud'. Unlike the synthetic oud note used in Western perfumes, the Middle Eastern houses used natural Oud oil, which is unmatched in its richness and splendour. However, the single largest factor that has truly disrupted the global perfume market has been the ability of the Arabian perfume brands to pack a punch without puncturing the pocket. The affordability factor has been instrumental in waking people to the possibility of 'Smelling Good while paying Less'. Arabian brands have consistently come up with compositions that have left the western counterparts pale in comparison. The UAE has emerged as Middle East's fragrance capital, leading in innovation, quality, diversity, and desirability. Brands like Arabiyat Prestige from the House of My Perfumes have been quick to adapt the international notes with the most fascinating palette of Arabian accords, creating fragrances that enthral the customers with their composition, character and packaging. State-of-the-art production facilities along with best practises in raw material procurement and production ensure top-notch quality. Today, the Arabian perfumery is in its most exciting phase where it is has truly gone global and making the perfume giants sit up and take notice. The mandate from iconoclast fragrance reviews The Middle Eastern fragrance houses despite their restraints of limited marketing budgets have hugely benefitted from a new class of opinion moulders — the fragrance reviewers. The rise of unbiased young voices across the globe open to experimentation and endorsement beyond the legacy brands has hugely contributed to the expansion of the fragrance industry at a stupendous pace. The influence of the fragrance reviewers on consumer purchase patterns is evident from the fact that some of them can drive huge sales while also holding the power to debunk products and brands. The good thing is that they are talking about the quality and desirability of perfumes from this part of the world. The need of legacy brands to carve new markets has turned out to be the biggest opportunity for Middle Eastern perfume brands. Finally, Arabian perfumery is stepping into its own at the world stage and the consumers worldwide are lapping up the legacy, the magic and the mystique.
Biz Bahrain
28-05-2025
- Business
- Biz Bahrain
Khaleeji Bank Launches its New Summer Campaign for Credit Cardholders
Khaleeji Bank, one of the leading Islamic banks in the Kingdom of Bahrain, has announced the launch of its new promotional campaign for its credit cardholders this summer. The campaign offers clients the chance to enjoy an amazing summer holiday with rewarding cashback opportunities and cash prizes up to BD 3,000, in addition to a host of exclusive and premium benefits for all Khaleeji credit cardholders. The campaign runs from 1st June until 31st August 2025, granting one winner the chance to win a cashback of up to BD 3,000 when spending BD 500 or more during the campaign. Additionally, four other winners will have opportunities to win cashback of up to BD 500 each, provided they spend any amounts using Khaleeji's credit cards for summer travel expenses, booking airline tickets, hotel stays, shopping, and all other international transactions while travelling abroad during the summer holidays. In addition to this exceptional offer, clients will enjoy a range of other exclusive benefits when transferring their outstanding credit card balances to Khaleeji. These benefits include a free three-month grace period, no down payment or minimum payment required, as well as the opportunity to earn up to 3% cashback. This includes 3% cashback on foreign currency expenditure, 2% on subscription services, and 1% at all other merchants. On this occasion, Ms. Ameera Ahmed Al Abbasi, Head of Retail Banking at Khaleeji Bank, commented 'At Khaleeji Bank, we are always keen to enhance our valued clients' experience throughout the year, responding to their aspirations and providing added value by offering the best banking initiatives and services. In this regard, we are pleased to announce the launch of our credit card campaign for the 2025 summer season, through which we aim to make Khaleeji cards the first choice for our clients during their travels, enabling them to enjoy a fun and rewarding summer holiday.' She continued 'This new promotional campaign reflects Khaleeji's ongoing commitment to providing banking solutions tailored to our clients' needs all year round, encouraging them to maximise the benefits of their Khaleeji credit cards. I would like to take this opportunity to urge our valued clients to take advantage of this outstanding campaign, which includes exceptional opportunities for cashback and prizes of up to BD 3,000, as well as many other exclusive benefits and offers when transferring their outstanding credit card balances to Khaleeji. These benefits include a free three-month grace period, with no down payment and no minimum payment required, as well as the opportunity to earn up to 3% cashback. What sets the Khaleeji credit cards apart from others is that they are the only cards that allow clients to benefit from cashback in addition to earning Gulf Air miles, simultaneously. We wish all clients the best of luck and a wonderful summer using their Khaleeji credit cards during the holidays.' Khaleeji is a leading Islamic Bank that strives to achieve clients' ambitions through an Islamic Banking model that offers a comprehensive range of high quality Shari'a-complaint banking services and investment opportunities to individuals and companies.
