MAM
BBC launches first marketing campaign in West Bank
MUMBAI: The BBC has launched its first ever marketing campaign across the West Bank, promoting the availability of BBC Arabic on partner station, Radio Bethlehem 2000, 89.6 FM.
The strapline running throughout the three-month-long jointly branded campaign is BBC Arabic on Radio Bethlehem 2000 – together we enrich your world. The advertising campaign, featuring two hands cupping a globe that focusses on the Middle East can be seen on billboards in high-profile areas in Jerusalem, Ramallah and Bethlehem.
West Bank commuters can also see the campaign on buses branded with the design and in advertisements placed in Al Quds newspaper. Radio Bethlehem 2000 listeners can hear BBC programming 12 hours a day in Arabic and English.
BBC Arabic head Hosam El Sokkari said, “Our partnership with Radio Bethlehem 2000 is an important addition to the BBC’s FM presence in the Arab world. With this campaign, even more people in the West Bank will be aware of the availability of the BBC programmes, in Arabic and English, in crystal clear quality, and our listener base in this region will further expand.”
Yousef Shomali, Head of Radio Bethlehem 2000, added, “The partnership with the BBC represents an important phase in the growth and development of Radio Bethlehem 2000. By airing the BBC Arabic programming, we hope to help our listeners in Bethlehem, Jerusalem and the West Bank to benefit from the output of the world’s leading broadcaster.
“This campaign will send a clear, positive message to all Arab-speakers, particularly those who are interested in the international agenda.”
MAM
Safal launches coconut water campaign with Tara Sutaria
Month-long push promotes 100 per cent tender coconut water, no added sugar.
MUMBAI: When life gets heated, Safal wants you to keep your cool, the coconut way. Safal, the horticulture arm of Mother Dairy, has rolled out a new campaign for its packaged Coconut Water, featuring Tara Sutaria, as it sharpens its pitch in the fast-growing ready-to-drink segment. The campaign, anchored in the idea of #TheSafalWayToRecharge, positions the product as a quick, natural and convenient hydration option for multiple everyday moments.
Conceptualised by Ogilvy, the month-long campaign is led by a digital video commercial (DVC) and is being amplified across Safal’s digital platforms to drive visibility and engagement. The communication shifts coconut water from a situational drink to an all-day companion spanning everything from post-workout recovery to on-the-go refreshment.
The film opens on a familiar note: fatigue after a shopping spree. Tara Sutaria’s character pauses for a break before being handed a pack of Safal Coconut Water, setting up a simple but effective narrative around instant, natural recharge. The moment pivots from exhaustion to energy, underlining the brand’s promise of effortless refreshment.
The campaign builds on changing consumer preferences, where convenience meets a growing demand for better-for-you beverages. Safal’s offering taps into this shift with 100 per cent tender coconut water, no added sugar, and sourcing from Tamil Nadu aimed at delivering consistency in taste and quality.
Having introduced packaged coconut water in 2025, Safal is now doubling down on positioning moving beyond functional hydration to embed itself in daily lifestyle routines. The messaging is clear, recharge does not need to be complicated, it just needs to be natural and within reach.
With this campaign, Safal is not just selling a drink, it is staking a claim in the evolving refreshment narrative, one sip, one moment at a time.
