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Anup Oommen
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Cadillac converts luxury villa in Emirates Hills for experiential Escalade launch

Anup Oommen
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Cadillac Middle East's Head of Marketing Akshaya Sikand spoke to Campaign Middle East about the brand strategy behind the transformation of a luxurious Emirates Hills villa into a haven of personalised discovery.

Prioritising personalisation and customer experience, Cadillac Middle East elevated the launch of its 2025 Escalade through an experiential campaign that converted a luxury villa into an immersive space called the ‘Villa Escalade’.

‘Villa Escalade’ welcomed more than 700 guests over 10 days, allowing for genuine one-on-one interactions with each guest, fostering a deeper connection with the brand and the Escalade lifestyle.

Akshaya Sikand, Head of Marketing at Cadillac Middle East spoke to Campaign Middle East about the brand strategy behind the transformation of a luxurious Emirates Hills villa into a haven of innovation and personalised discovery. More than just simply presenting


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Tags:Akshaya Sikandbrand lovebrand perceptionCadillacCadillac EscaladeCadillac Middle EastCustomer Experiencecustomer-centricityEmirates HillsEscalade lifestyleexperiential campaignimmersive experienceinnovationinteractionsinteractive environmentluxury villapersonalisationVilla Escalade
the authorAnup Oommen
Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.
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