Najla Aleisa

KUWAIT: Gulf Bank launched the first video of its new "Proverbs That Last With Gulf Bank" series as part of an integrated Ramadan campaign aiming to engage with members of the local community both online and in real life. The video garnered 250K views and more than 6,000 comments on Instagram in its first three days of airing.

Gulf Bank's Deputy General Manager, Consumer Banking - Marketing, Najla Aleisa, said: "Ramadan is one of the biggest seasons for TV ads in the Arab world, and it is a wonderful opportunity for us to not only entertain our community, but to also spread joy among them. This year, we are proud to celebrate Gulf Bank's rich Kuwaiti heritage, a pillar of our local community for over 60 years. Gulf Bank is so much more than the most rewarding bank in the country - for many of us, it is also the closest one to our culture."

Commenting on the idea behind this year's Ramadan TVC, Aleisa continued: "Every year, Ramadan is a time that celebrates authentic Kuwaiti customs and traditions that remain firmly rooted in our nation's heritage, including the Ghabga, Girgean, and Fawazir (or Ramadan-themed proverbs).

As part of our commitment to both rewarding and engaging with our community during the holy month, we have launched our latest campaign, "Proverbs That Last," which consists of three videos, each of which highlights a unique Kuwaiti proverb. Each proverb will air on a weekly basis, giving our followers the chance to not only learn an old Kuwaiti saying, but also win valuable prizes. As one of our personal sayings goes, Gulf Bank is always by your side."

Gulf Bank's integrated Ramadan campaign also includes the Bank's own version of the popular "charades" game, in which locals will be asked to translate proverbs from Arabic to English or act out a proverb without speaking. Each week, Gulf Bank will be announcing three winners of the "Proverbs That Last" competition, each of whom will take home a cash prize of either KD 500, KD 300, or KD 200. In addition, the bank will also be launching an exclusive digital "girgean" game, as well as engaging the general public with entertaining special media competitions.

To watch Gulf Bank's latest TVCs and to participate in its latest social media competitions, customers can head to www.e-gulfbank.com/Ramadan and follow Gulf Bank across various social media channels. Customers can also direct their queries via WhatsApp on 1805805 for round-the-clock assistance from Gulf Bank representatives, or call the Customer Contact Center on the same number. In addition, customers can visit the dedicated Al-Danah account website to learn more about the account and its winners.