A one-year ambassador deal with the Indian international cricketer covering advertising, digital content, public appearances and customer engagement, aimed at cricket-following expatriate remittance customers in the UAE and the wider region.
The brief
Expatriates in the UAE who send money home and follow cricket closely, the core of Al Ansari Exchange's remittance business.
The idea
The exchange house signed Indian cricketer Sanju Samson for a year of ads, digital content, appearances and customer events, with Samson speaking to what remittances mean for expatriate families.
What to borrow
For a remittance brand, an ambassador from the diaspora's favourite sport talks to customers in a language they already share.
