As preparations ramp up for the next edition of Athar Festival, organisers have unveiled Inside Athar – a three-part online series designed to give the industry a clearer, more practical understanding of how to maximise participation across content, awards and brand activations.
Taking place across three days, the online series brings together jury members, content curators, and experiential experts to share insider perspectives and proven approaches that can help brands, agencies, and creators strengthen their presence at the festival.
The initiative aims to go beyond inspiration, offering tangible guidance for those looking to showcase their work, connect with new clients, and expand their footprint across the region.
Inside the jury room
Kicking off on 28 April, ‘Awards: Inside the Jury Room’ offers a rare look into how work is evaluated at Athar.
Past jury members – Ali Cheikhali, Creative Strategy & Innovation Lead at Google, and Mario Morby, Chief Strategy Officer MENA at Ogilvy – will unpack what separates winning work from the rest, be it the nuances of storytelling and execution or the common pitfalls that can hold strong campaigns back.
The session will also feature a curated showcase of award-winning work from the previous edition, giving attendees real-world benchmarks of excellence.
Attendees can register here.
Turning ideas into standout content
On 29 April, ‘From Idea to Stage: Crafting a Winning Submission’ shifts the focus to content.
Led by Athar Festival’s Content Head, Megha Anthony, alongside PR strategist Lucy Harvey, the session will explore how to shape ideas into compelling submissions.
The discussion will cover how to align with Athar’s content pillars, communicate expertise effectively, and stand out in an increasingly competitive selection process.
Attendees can register here.
From presence to experience
Closing the series on 30 April, ‘From Booth to Experience: How to Activate with Impact’ will explore how brands can create meaningful and memorable activations.
Anam Ahmad, Founder and CEO, The Hanging House will draw on behavioural insights and real-world examples. The session will examine why audiences engage, what drives interaction, and how brands can translate that understanding into experiences that resonate – both on the ground and beyond.
Attendees can register here.
With participation at regional industry events becoming increasingly competitive, ‘Inside Athar’ reflects a broader shift towards more strategic, insight-led engagement, helping brands move from simply showing up to truly standing out.
