By Saheba Sodhi, Global Head of Strategy and Experiential, MCH GlobalAre brands showing up for culture or simply showing off? It’s the question we need to be asking more urgently than ever.
In a time when every brand wants to be part of the conversation, culture has become the hottest marketing commodity. Whether it’s a pop-up at the Dubai Design District (D3), a DJ set in an art gallery or a capsule collection inspired by spoken word, brands are hustling hard to look relevant, radical and in touch with today’s ‘creative class’.
But beyond the branded backdrops and curated chaos, the real question lingers: Are these acts of cultural participation meaningful or are they just a well-disguised box-tick on a brief? Some would even call it marketing cos
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