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Campaign Middle East
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Shantelle Nagarajan
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How Power Horse, Dè Favela are building community within youth culture

Shantelle Nagarajan
posted on

Dè Favela and Power House outline how authentic brand presence in community events builds modern brand equity.

dè favela

Dè Favela, a community event by PBLK Affairs hosted its latest edition on May 2. The event, powered  by Power Horse brought together youth across Dubai for a night of football, fashion, music and more.

The concept reflects a generation shaped by multiple identities, drawing inspiration from the spirit of Brazilian favelas.

Campaign Middle East speaks with Asher AR, Co-Founder of Dè Favela and PBLK Affairs and Khuram Leghari, Global Lifestyle Marketing Manager, Power Horse to unpack what makes the event a natural meeting place for brands and young consumers.

“Dè Favela is where different parts of youth culture naturally collide football culture, nightlife, fashion, creators, and


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Tags:ActivationsAsher ARauthenticitycommunityCultureDè FavelaEventsfashionFootballKhuram LegharimarketingmusicPBLK AffairsPower HorseSportssubcultureYouth
the authorShantelle Nagarajan
Shantelle Nagarajan is Campaign Middle East’s Reporter who covers marketing news which focuses on FMCG, real estate and brand retail industries. Her features delve into brand strategy, appointments, trends in consumer behaviour and CX. Shantelle also contributes to social media coverage, editorial event programming and print content work. She previously worked in PR and marketing, most recently at Edelman, where she was part of the Brand team. When she’s not writing for her day job, you can find her with her nose buried in a book, playing at a weekly open mic night or doom-scrolling the latest make-up challenges on TikTok.
All posts byShantelle Nagarajan

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