CLIENT
RAKBANK
Banali Malhotra, Director – Marketing and Corporate Communications
Anand Ramamoorthy, Head of Marketing Communications
Mohammad Ahteshamoddin, Senior Manager - Brand Strategy, Partnerships & Sponsorships
Imranuddin Ahmad, Senior Manager – Media & Channels
Tamim Hunaidii, Assistant Manager – Marketing Communications
Sara Abdou, Marketing Communications Manager
Jamal Alsharkas, Creative Manager - Marketing Communications
Nikita Masillamani, Assistant Manager – Media & Channels
Irfan Khan, Assistant Digital Marketing Manager
AGENCY
Emile Bejjani, Copywriter
Satyen Adhikari, Creative Director
Mary Ann Keverian, Group Account Director
Varun Karani, Account Director
Hubert Bolous, CEO
Ramsey Naja, Regional ECD
UM Dubai
SUMMARY
The RAKBANK Sale was like no other in banking history. Sales as a marketing tactic drives purchase in the short term - but ultimately sells the brand short. Discounting rarely enhances brand perceptions, and has the opposite effect. But our campaign rewro
