INSITE OOH Media Platform

NBE bank is known for its heartfelt campaigns, especially during Ramadan. This Ramadan is no different as the bank launched a campaign that appreciates the family, featuring Tamer Hosny.

While last year the National Bank of Egypt made headlines by bringing together the unlikely duo of Pep Guardiola and Amr Youssef in a campaign that no one saw coming, this year the bank chose a different kind of ambition — one rooted not in surprise, but in warmth. The 2026 Ramadan campaign takes a quieter, more intimate route, trading the spectacle of contrast for the universal language of family.

At the heart of the campaign stands Tamer Hosny, one of Egypt's most beloved entertainers, surrounded by a cast of familiar faces that together paint the picture of an Egyptian household in all its layered, imperfect, deeply recognizable glory. The billboard is a crowded frame in the best possible way — five figures, each distinct, each carrying a personality, anchored by Hosny at the center with his signature ease. The message running across the visual reads "Always Count on Ahli," Ahli is also can translted as "my family" which was a brrilliant way to play with words, a line that works on two levels at once: a declaration of trust in the bank, and a tribute to the unshakeable bonds of family.

The green palette, the arched backdrops, and the warmth embedded in every expression make the outdoor execution feel less like an advertisement and more like a family portrait scaled up to street level. NBE has once again understood that the most powerful thing a brand can do during Ramadan is make people feel seen — and this campaign does exactly that.

For more on this campaign and others, head to Monitoring Out of Home (MOOH), the dedicated media intelligence agency and analysis system active in Cairo & Dubai, to reveal all details about the campaign such as the campaign type, kind, location, budget, media plan, and more.