Taking this behaviour into consideration, as well as the fact that the majority speak both Arabic and Hindi, we created a poster campaign that visually unpacked the conversions they make when buying everyday items like wool, tea and yoghurt, and found the hidden Hindi word in the same Arabic word – each representing the two countries.

A dual-language series of posters that demonstrated the Dirham-to-Rupee conversion through bold one-word visuals that subtly revealed the hidden Hindi word within the Arabic word. Distinctive shades of Citibank blue were used in a complementary manner to enhance the two languages, while the “everyday items” used as backdrop, subtly enhanced the creative idea.

In spite of its severe differences and obstructions, we managed to seamlessly merge two alphabets into an unheard-of piece of creative.

These posters, placed all around Dubai, acknowledged the priorities each Indian carry with him and offered an instant solution through a potent headline: “FROM HERE TO HOME, TODAY.”

A captivating poster campaign that spoke to them in their own language, or languages, and demonstrated how easy it is to transfer money from Dubai to India, and that with Citibank, home was never away.

44% of Dubai’s population comes from India who is here to work and save money to send home to their loved ones, a priority that has led to an interesting behavioural insight: Whenever they buy something, they do a mental conversion of its equivalent cost in Rupees.