Modhesh to be a global trademark

Suhail stated that the DSS Office have devised a new strategy focusing on introducing Modhesh as an independent character to be present all the year round via different gifts and accessories to be sold by different shopping centres and outlets in the Emirate, including Mall of the Emirates, Ibn Batuta, Burjuman, Mercato, Deira City Centre, and Dubai festival City as well as in outlets specializing in children's gifts and products, including Toys Are Us, which has set up a special section allocated to Modhesh products, and Carrefour with its different branches around the Emirate. Modhesh Fun City will provide three outlets selling Modhesh products. We also intend to make Modhesh always available at Dubai Duty Free.

Suhail predicts Modhesh to turn into a global brand over the coming few years, noting that the DSS Office has signed a number of agreements with local companies to launch different products carrying Modhesh's name and pictures, including cakes, potato chips, dates, etc.

When speaking about the beginnings of Modhesh, Suhail explains:

"In the year 2000, a T.V. promotion was launched marketing the DSS. It featured a family consisting of a father and two kids. The father would bring in a wrapped gift for his kids marking the end of the school year. Once the two kids unwrap the gift, Modhesh, a mysterious character tailored to invoke their surprise, would come out."

"Since then, Modhesh has been visiting each household in Dubai. It has become an icon of a world plentiful with happy surprises for all children."

"Now Modhesh is an exceptionally much-beloved character to all children, and you can find his gifts and products carrying his name and pictures in every household in Dubai. Over the past few years, we have managed to turn Modhesh into a famous character, and practically speaking he is now an independent brand that may become global very soon," added Suhail.

Over and above, the Modhesh Trademark Programme allows some companies to include Modhesh picture and name into their products as is the case now with Marmoum, a milk & diary products supplier which exclusively produces Modhesh trademark-carrying juices. Similarly, "Modhesh Cake" will be launched over the coming period. An agreement was signed with a local dates-producing company to manufacture "Modhesh Dates", plans are also put to produce "Modhesh Potato Chips".

"We have created nine official different style guides for Modhesh to be used in all future agreements with local and international companies. The style guides puts Modhesh Character in different positions and aims at enhancing Modhesh as a global brand".

Suhail also pointed out that Modhesh Fun City and Modhesh Friends' Club as well as the souvenirs carrying his name and pictures were created to further contribute to his fanning popularity. "in the early stages, only few products were carrying his name, such as pens, shirts and hats, but now and after seven years we have more than 180 products and souvenirs carrying his name" she explained.

"The DSS Office has spent more than AED 25 million in 2007 to develop Modhesh as a brand, and enhance the activities at Modhesh Fun City and Modhesh Friends' Club along with other Modhesh-related activities" Suhail explained.

In a very thoughtful initiative, Modhesh toured the GCC countries last month to visit children who are unable to attend the DSS. He visited them at charity associations, orphanages and hospitals. This is all because Modhesh is now the most famous and beloved character among children in the region due to the feelings of happiness, warmth, and hope he inspires among those who are in abject need of others' sympathy and kindness.

"The future is bright for our DSS mascot, we are planning for launching theatrical performances over the coming period in addition to animated cartoons within pictorial short stories, but the whole topic is still under consideration," Laila Suhail concluded.