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Behind the Success: Decoding Mobinil's Community-Focused Marketing

When the Mobinil ad Dayman Ma’a Ba’ad (Always Together) aired in 2012, it achieved unprecedented success. Themes of community, sharing and unity quickly became a sensation in Egyptian TV marketing, transforming the industry and inspiring other companies to follow suit. To this day, Orange, the rebranded identity of Mobinil since 2016, remains committed to its ....

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The Cost of Belonging: Exploring Conformity in Egypt's Collectivist Society

When the Mobinil ad “Dayman Ma'a Ba'ad” (Always Together) debuted in 2012, it achieved unprecedented success. The adoption of themes of community, sharing and unity quickly became a sensation in Egyptian TV marketing, inspiring other companies to follow suit and transforming the industry. Rooted in its opening line, “ashan lazem nekun ma'a ba'ad” (because we ....

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Bedouin Music: a Captivating Window Into Nomadic Life

An essential facet of Sinai's diverse cultural landscape, Bedouin music acts as an auditory tapestry, vividly illuminating the rhythm of life for the desert nomads. The desire to migrate or embark on a journey is deep-seated, ancient, and instinctive, and their music embodies the ancient wisdom of tasting the fruits of traveling and roaming, but ....

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