Ruya, the digital-first Islamic bank positioning itself as a modern gateway for ethical finance in the UAE, has returned to Dubai’s highways after its last appearance in November 2024. This comeback arrives with a single, sharp message: Bitcoin is now Shariah-compliant, exclusively through Ruya. The bridge-wrap billboards keep everything direct and stripped of visual noise. The left-side English copy reads: “Bitcoin, Now Shariah-Compliant. Only at ruya.” Just beneath it, a CTA appears: “Start Investing on ruya App.” In the center, a visual of two Emirati parents and their child anchors the idea of responsible, future-oriented investing. On the right side, the Arabic headline mirrors the message: “Bitcoin, now Shariah-compliant and exclusively at ruya.” Unlike many financial campaigns that rely on dense text or intimidating charts, ruya uses a calm blue-and-orange palette and a single proposition repeated across the full span of the bridge. The ad is essentially built for commuters to grasp in seconds: Bitcoin is permissible, safe, and accessible only through ruya’s ecosystem. It is a confidence-building play, using the bridge’s length to reinforce legitimacy rather than hype. The campaign has been showcased upon bridge billboards in the first week of December.
