As one walks through the dazzling streets of Dubai, you will undoubtedly notice the flamboyant billboard ads of By Khabib, introducing the Fitro Protein bars and Phtop Water. The “By Khabib” brand is a top food and beverage company and is distributed by Mira General Trading, and it’s headed by the Russian mixed martial arts promoter Khabib Nurmagomedov, who is the advertising star for this OOH campaign. Phtop Water is a supercharged alkaline water, full of nutrients such as calcium, magnesium, potassium, chlorides and more. It can be a pre-workout drink as it gives an energy boost and it also enhances energies and moods. It is an antioxidant and increases immunity, as well as satiating your hydration needs. As for the Fitro Protein, the delicious and healthy bars have the fan-favourite caramel and cookie flavors. They are the best option for tasty enjoyment without any health risks, as they contain proteins and collagen from milk and whey that help muscles repair and grow. Both the professional athlete or the average active mom can enjoy this snack. The visuals are split to illustrate the differentiation between the two products; the protein bar and the drink, and the competitive spirit between them. Khabib himself is featured twice on the outdoors ad, dressed once in white and once in black, seen fighting his other self in a punching pose. The Phtop Waterside of the visual is in an icy blue color, conveying the cool and electric taste of the drink to people efficiently. It’s a reflection of the drink’s zapping and recharging energy. The Fitro Protein, on the other hand, is encased in a yellowish, orange tone which shows how energy and optimism will wash over the consumers. The store that’s selling the products is also mentioned at the bottom of the billboard. The campaign was unleashed in the last week of July on digital screens.
