Emirates NBD, a major banking group in the Middle East, North Africa, and Türkiye region, marked the UAE’s 54th Eid Al Etihad with a series of events at its offices across the country. The celebrations were designed to highlight Emirati culture and traditions while bringing together employees from various branches.
The program included activities such as canvas painting, themed photo booths, and recreational elements to encourage employee participation and foster a sense of unity. The festivities opened with the UAE National Anthem performed by local musician Saif Al Ali. A video presentation recapping Emirates NBD’s achievements in Emiratisation over the past year was also shown.
This year’s Eid Al Etihad saw the launch of Emirates NBD’s “Planet UAE” campaign. The campaign centers around a short film featuring a grandmother and her granddaughter discussing what makes the UAE unique. When asked by her granddaughter, “What if we lived on another planet?” the grandmother replies, “We already do. We live on Planet UAE.” Through their conversation, themes such as safety, security, cultural harmony, innovation, modern lifestyle, and respect for diversity are explored. The campaign carries the tagline: ‘Planet UAE, a planet united in love.’ It was promoted across social media platforms as well as through digital and on-ground initiatives.
The bank collaborated with Emirati agency Ghair to develop this campaign. Activities included partnerships with local businesses like Homebakery for distributing stickers related to the campaign; influencer collaborations; digital activations; and VOX pop segments gathering public opinions about living in the UAE.
Live entertainment during Emirates NBD’s event featured a sand artist performance inspired by earlier campaigns focused on Zayed and Rashid. Senior leaders concluded the event with remarks highlighting community values and unity within both Emirates NBD and broader society.
“Through their warm conversation, the campaign explores what makes the UAE unique – its safety and security, cultural harmony, Emirati values, modern lifestyle, innovation and futuristic thinking, and the respectful coexistence of residents from every background,” according to Emirates NBD.
“As a homegrown banking group,” stated Emirates NBD representatives at the conclusion of celebrations,”Emirates NBD was proud to celebrate the UAE’s rich heritage and enduring unity and remains committed to creating sustainable value for its stakeholders in alignment with the nation’s vision.”
