With Ramadan now underway, Arabian Oud is taking over the streets of Dubai and Sharjah with a new outdoor campaign. This isn't the brand's first mass-scale OOH campaign — past campaigns, including signature fragrance promotions, have already established Arabian Oud as a master of claiming public space. But this year's Celebrate Ramadan campaign seems particularly authoritative, combining a strong call to action with the brand's signature extravagance in the cosmetics and personal care industry. One thing that immediately stands out is the campaign's dramatic simplicity. On a dark, deep burgundy background, their ‘Taraf’ fragrance is in clear focus. The offer message BUY ONE GET ONE FREE is typed in white, bold letters, with a straightforward, no-hassle marketing message. The look is clean, highlighting contrast: dark rich colors and white letters. Their second ad copy is “Celebrate Ramadan”, tying in their offer with the holy month. This is a decision that resonates with Arabian Oud's heritage past — one of marrying traditional Arabian elegance with modern, high-end positioning. By letting the bottle and the offer speak for itself, they have a lean, sophisticated look yet still conjure up the gift-giving and generosity spirit of Ramadan. The heart of the billboards is Taraf, a scent renowned for its rich, oud-led blend with intense oriental accords. Taraf is a statement perfume, and by putting the spotlight on this scent, Arabian Oud is embracing their ideal hero product for this campaign. Positioning-wise, from an OOH strategy perspective, they nailed it. The campaign dominates key highways and high-visibility spots — from uni-poles lining Dubai’s busiest roads to large-scale wall wraps in Sharjah. The choice of locations ensures exposure to both commuters and city dwellers, maximizing impressions during the busy Ramadan and Eid shopping period. Whether on Sheikh Zayed Road or into residential complexes in Sharjah, the campaign is almost impossible to avoid — affirming Arabian Oud's ubiquity in daily life, not merely in malls or boutiques. This broad-spread, yet always well-designed presence is indicative of a brand that appreciates cultural relevance and marketing effectiveness, ensuring they stay top-of-mind during the holy month. Arabian Oud’s campaign struck the UAE via uni-poles, mega coms, wall wrappings and lampposts, in the first week of March.
