A dual-language series of posters were created to demonstrate the Dirham-to-Rupee conversion through bold one-word typography designs that cleverly masked 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.

The typography – the hero of our campaign - spoke to our target demographic 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 are 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.

Taking the mental conversion 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.