Emirates NBD #PassionForGiving: Bade Parde Wali Phillum

This case study describes how Emirates NBD, a leading local bank in UAE, created a 'Bollywood on wheels' portable cinema to bring entertainment to labour camps, to improve its brand perception amongst affluent people and increase account openings.

Emirates NBD #PassionForGiving: Bade Parde Wali Phillum

Aneez Haiyoom

Campaign details

Brand: Emirates NBD #PassionForGivingBrand owner: Emirates NBDAgency: Mediavest DubaiContributing agencies: Pixelplus DubaiCountry: United Arab EmiratesIndustry: Banks, credit cards, loansChannels used: Events & experiential, Outdoor, out-of-homeMedia budget: Up to $500k

Executive Summary

The life of a blue-collar worker in UAE is filled with deprivation and misery. But what could a bank do about it? Emirates NBD decided to bring entertainment to them to make a little difference to their lives for the better. In the...

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