Prime Highlights-
- Al-Futtaim Lexus launches Emirati Women’s Day campaign centred on Mariya Bin Karam’s journey.
- Campaign developed with Memac Ogilvy and Gambit Communications across major social platforms.
Key Facts-
- Campaign runs across TikTok, Meta, YouTube and LinkedIn throughout the month-long celebration.
- Marketing Director Katib Belkhodja says Lexus values shaped the story’s creative direction.
Background-
Al-Futtaim Lexus has launched a social-first campaign for Emirati Women’s Day, built around the personal journey of Emirati creative Mariya Bin Karam. The campaign was developed with Memac Ogilvy and Gambit Communications and runs across Lexus UAE’s TikTok, Meta, YouTube and LinkedIn channels, timed to the extended 2026 edition of Emirati Women’s Day, which spans a full month.
Rather than a standard celebratory message, the campaign highlights the choices, resilience and lived experience behind Emirati women’s achievements. It frames career paths as full of meaningful new directions and self-created opportunities, moving beyond the idea that progress must always follow a single straight line to reach something worthwhile.
Katib Belkhodja, Marketing Director at Al-Futtaim Lexus, said Bin Karam’s journey offered a natural way to tell that story. He said that after graduating from the Higher Colleges of Technology, she explored several paths, including entrepreneurship, photography and sports media, before building a fulfilling career in media, with each experience shaping the person and professional she has become.
He said her distinctive path was central to the campaign’s message and reflected strong personal growth. He added that the story also connected closely with Lexus UAE’s own values of continuous evolution, learning through experience and meaningful journeys.
Those values, he said, were woven into the storytelling itself rather than delivered through direct brand messaging, keeping Bin Karam as the focus while positioning Lexus as a supportive presence alongside her journey, present and purposeful throughout.
