44% of Dubai’s population comes from India who come here to work and save money to send home to their loved ones, a priority that has led to an interesting behavioural insight: Whenever they buy something, they do a mental conversion of its equivalent cost in Rupees.
Because a large majority of Indians in Dubai speak both Hindi and the local Arabic, we took 3 simple words that represented their daily purchases, and combined these two vastly different alphabets, finding the hidden Hindi in the Arabic word.
With one word seamlessly written in two different languages, we showed that with Citibank easy transfers to India, home wasn’t far away at all.
CANNES 2018:: Design Shortlist
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my role: ECD / creative director