e& has unveiled “Go for More,” a global brand campaign featuring a lineup of international celebrities, including Jason Statham, Shah Rukh Khan, Lewis Hamilton, Megan Fox, Amina Khalil, and Ismail Mattar. Designed to showcase the brand’s expanded digital ecosystem, the campaign brings e&’s diverse service offerings to life, highlighting the company’s new brand positioning as a provider of several digital experiences and service accessibility across a wide range of platforms.
The narrative of the “Go for More” campaign unfolds through a series of scenarios, each involving a celebrity who taps into different e& services. Each moment reinforces how e&’s portfolio of digital solutions can elevate everyday experiences, whether through entertainment on STARZ ON, business support via enterprise apps, or personal tools.
Mahmoud Farwiz, Senior Director, Consumer Campaign Management explained further, he said, “Each moment reinforces how e&’s portfolio of digital solutions can elevate everyday experiences, whether through entertainment, business support via enterprise apps, or personal tools. ‘Go For More’s is about showcasing the brand’s expanded digital ecosystem, it brings to life e&’s diverse offerings, and reiterates its commitment to providing digital experiences across wide range of products and services.”
Strategic intent and audience reach
With a rollout spanning outdoor, digital, and social platforms, “Go for More” is designed for global resonance, appealing to audiences across cultures and demographics. Each ambassador brings a specific appeal, with their individual narratives making the ecosystem feel accessible and relevant.
The campaign supports e&’s mission to position itself as a provider of digital-first solutions across multiple industries. Dowidar adds, “We also want to share the story of the ‘&’ in our name so everyone knows who we are, what we do, the quality of what we offer, and the breadth and value of our ecosystem—a reminder of how far we’ve come and how far more we will go for our customers, enriching every moment, every day for everyone we reach, empowering them to pursue their more.”
New e& brand positioning
The “Go for More” positioning marks a significant shift from e&’s origins as a telecommunications provider to its status today as a tech-driven group offering services across connectivity, fintech, entertainment, and business. The campaign also represents e&’s drive to meet modern consumer demands, whether through convenient urban mobility solutions like Charge&Go, flexible mobile offerings via swyp and GoChat, or STARZ ON for on-the-go entertainment.
Farwiz explained how it was significant to connect with different audiences, he said: “The global campaign was also about connecting with audiences across markets, how e&’s diverse ecosystem empowers not just consumers but also businesses always giving them more at every touchpoint and experience. The international icons in the campaign helped connect with our customers beyond UAE showcasing the plethora of products and services in e&’s portfolio.”
E&’s business solutions further extend the ecosystem to empower enterprises with advanced technology in cybersecurity, cloud services, and AI decision-making. The broad portfolio aims to support both individual consumers and businesses in achieving “more” across every interaction with the brand.
Samer El Khansa, Business Lead, Saatchi & Saatchi shared insights on the agency’s role: “Our aim was to support e& in expressing this transformative vision by connecting with audiences on a global scale. This campaign embodies e&’s journey and shows that their new brand position is about inspiring people to achieve more, professionally and personally.”
Launched on 1 November, “Go for More” sets the brand tone for e&’s future, positioning it as a partner in both everyday life and business through its broad, interconnected ecosystem.
Credits:
e& Team
Mahmoud Farwiz: Sr. Director
Ahmed Goweiny: Sr. Director
Saadia Qayyum: Director
Saatchi & Saatchi
Samer El Khansa: Business Lead
Ali Zein: Executive Creative Director
Marwan Chahine: Sr. CD
Tariq Ayass: CD
Zeeba Cheshteh: Sr. Executive
Production HouseDéjà vu
Manasvi Gosalia: Executive Producer
