Archive for June, 2011

June 10, 2011

Will Formula 1’s decision to stage the Bahrain Grand Prix come back to haunt them?

The decision by Bernie Eccleston to hold Formula 1 in Bahrain will do untold damage to the F1 brand reputation and standing to be held in a country where human rights campaigners and people who have demonstrated peacefully are languishing in prisons or in hospitals.

It is a well documented fact that Bahraini doctors were tortured for treating innocent demonstrators who were shot by foreign troops, which the government brought in from Saudi & the UAE to suppress the demonstrations by the deprived native population.

Imagine how the majority of Bahraini citizens and consumers would feel about brands taking part in a race, which appeals to the minority who oppress them.

Brands such as Macdonald, Burger King, Nike, KDD, Pepsi, Coke, KFC, P&G had been boycotted in the Middle East by Arab young people and had seen their sales nosedive following ill-judged decisions by brands insensitive to the consumers they rely on.

The cartoons against prophet Muhammad in a Swedish newspaper saw Arla Foods $550 million sales in the Arab world collapse in a matter of weeks.

Brands can exert more pressure on F1 to switch to a different destination or risk been despised by the Arab population (Iraq, Egypt, Tunisia, Lebanon, Yemen and many more) which despise the actions of the Bahrain government against its people.

International Brands will be well advised not to participate in the Bahrain F1 and be seen to be closer to their consumers rather than dictators.

Saad Saraf


Mediareach Advertising

Team Porsche

Team Ferrari

June 2, 2011

Glossy magazine targets Arabs in London

Reaching affluent Arabs in LondonA new magazine has been launched in London to target the Arab community in London.
Hella (Arabic for Hello) is a bi-monthly glossy upmarket magazine targeting the affluent high net worth Arab residents and the business people in London.
The publisher Saad Al-Saraf said that this an exciting new launch that will be followed by a number of other projects aimed at the affluent Arabic population in London which are estimated to be 450,000 strong with the majority of the population originating from Iraq, Lebanon, Morocco, Egypt, and Gulf countries. In the summer months a further 100,000 Arabs fly into London from the Gulf countries (Saudi, UAE, Qatar, Kuwait).
Arabs adore London and have invested a staggering sum in excess of £100 Billion in property, finance, commerce & investments. Hella London is distributed to more than 25,000 rich Arab residents who live and work in the UK.
The profile of Arabs includes businessmen, property developers, Doctors, Lawyers, Dentists, Company directors, accountants and celebrities.
Hella London reports on fashion, health, property, investments, education, food and lifestyle. Hella London is a 64 pages glossy magazine that is delivered to Arab homes and businesses in and around London.
A strict advertising policy is in place therefore only selected brands can advertise in the magazine. (Alcohol. Tobacco, Gambling, Pornography)

Saad Al-Saraf

June 2, 2011

Kohinoor Foods awards Mediareach Advertising its full-service marketing brief

Following a competitive pitch, global rice brand Kohinoor Foods has awarded Mediareach Advertising its UK and Europe marketing brief. The Kohinoor brief required the winning agency to provide a full 360 degree, integrated marketing service to include strategy, creative, media, PR and experiential.

Kohinoor Foods UK marks 10 years of successful business in the UK this year, having first launched in India over 36 years ago. The Kohinoor brand includes the Kohinoor Platinum, Gold and Silver Basmati range, the Trophy Basmati brand, Tohfa Kernel Basmati brand, Triple Diamond long grain rice brand as well as ready-made meals and cook-in sauces.

Mediareach Advertising, an integrated multicultural marketing agency, specialises in devising marketing campaigns for multi-ethnic audiences as well as expertise in taking ethnic brands to the mainstream and mainstream brands to multicultural audiences.

Saad Saraf, CEO of Mediareach said:
‘It’s brilliant to be working with Kohinoor Foods. The brief they sent us was as ambitious as our team, and we’re glad to have won this opportunity to work with such a great brand and to help it grow, innovate and capture new markets’.

Sumit Arora, MD at Kohinoor Foods UK said:
‘Mediareach were able to effectively demonstrate their understanding of the ethnic consumer and category as a whole, and presented clever and more importantly integrated ideas. They have a solid knowledge base along with interactive seasoned team members, allowing us to gain confidence in their ability to support us in meeting our ambitious growth plans across all our ranges. We look forward to a long-term, fruitful relationship.’