Transforming yesterday’s brand to prevail amongst tomorrow’s people.
Shahid is an iconic brand in the Arabic world. For decades, it has been the brand of choice during Ramadan, dominating household viewing.
As the broadcast landscape evolved, the Board realized that a revitalized Shahid was key to the future of MBC Group in its entirety, because consumer preferences were evolving rapidly from time-based viewing of broadcast programming to online and on-demand viewing of streamed programming.
Given the change in business strategy and the commitment to fundamental change across product and platform, our task was to create a singular brand positioning to try and redefine Shahid’s relevance in people’s changing lives, in order to establish Shahid as the regional leader in on-demand Arabic video entertainment.
