"At a time when most firms worldwide are cutting their marketing budgets, we have invested in increasing awareness of the bank, its heritage and values,"
said Kashif Moosa, SVP & Acting Head of Corporate Development, DIB.
"During periods of financial instability, there are always significant opportunities to seize market share by increasing share of voice - and that can be done in a very cost-effective manner. "
Economic downturns create significant opportunities for small companies to grow bigger, and for large, disciplined firms, like DIB, to become the dominant forces in their sector of activity, Moosa said, pointing to a Bain & Co. study that showed that, during the US recession of 1990-91, twice as many companies leaped from the bottom of their industries to the top as did so in the years before and after.
"There's no question," Moosa said, "that an increased advertising spend can help us continue to consolidate our position as the premier Islamic bank in the country."
Dubai Islamic Bank's new TVC, titled "Pride & Joy," was shot on location at DIB Capital Offices in the Dubai International Financial Centre. "It was a pleasure working with Milkshake Media, and we were impressed by the professionalism and talent of the entire cast and crew," added Moosa.
"The premise of the commercial is to demonstrate that DIB is a solid and steady bank that customers can depend on, especially in these challenging times. More than three decades after the bank was established, our core values of integrity, reliability and innovation remain at the heart of our brand proposition. This TVC has been prodcued to reflect those values."
As exclusive sponsor of CNBC Arabiya's weekly "Murabaha" programme, covering Sharia-complaint financial, investment and trade activities, DIB features in the show's opening and closing credits, programme promos and break bumpers - airing its 30-second TVC between segments. "Murabaha" airs on Tuesdays at 9PM, repeating on Wednesday at 5:30PM.
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Posted by Nadeen El Ajou
