Nezo Salt has partnered with Hikaya Media Agency to oversee the media presence of its 2025 breast cancer awareness campaign.
Running from 1 – 31 October 2025, the campaign celebrates both Pink October and Nezo’s Himalayan Pink Salt. Targeted towards women who choose Nezo every day, to also choose herself.
“As a brand built on purity and care, it was natural for us to extend that promise to women’s well-being,” said Pujha Patankar, Marketing Manager – Middle East, Nezo Salt.
The campaign paints the region pink through a combination of mass visibility and hyper-local engagement in the UAE, Qatar and Bahrain.
“The colour pink connects our product to a cause,” said Patankar. “This campaign is a reminder that small daily choices, from salt to self-care – make a big difference.”
In the UAE, the brand taps consumer touchpoints with presence across all high traffic RTA Dubai Metro stations, Union Coop’s and Carrefour digital screens, front cover of a national newspaper and intercity bus branding connecting Dubai, Abu Dhabi, Sharjah, and Al Ain.
In Qatar, Nezo captures shopper attention through Carrefour and Lulu, branding multiple touch-points across store entrances, large-format banners coverage and through trolley branding at Lulu on D-Ring Road and Messila.
In Bahrain, the campaign comes to life across leading malls, Dana Mall, Ramli Mall, The Avenues Mall, and Bahrain City Centre, reinforcing visibility where families shop and connect on daily basis.
“Media buying for me isn’t just a role, it’s a responsibility,” said Jad Al Kadi, Director Media Planning and Buying, Hikaya Media Agency.
“As the media agency behind the campaign’s amplification and much like the brands intent behind the campaign, every placement across the region was chosen with intent – to ensure that Nezo’s message of care reached women in their daily journeys.”
Beyond outdoor and retail exposure, the campaign extended its purpose with free breast cancer screenings at Winchester School on 10th October and a CSR partnership with Al Jalila Foundation, pledging contributions from select purchases of Nezo Himalayan Pink Salt.
“Media has the power to do more than drive awareness; it can drive empathy and that’s where real impact and brand love begins,” Al Kadi said.
On the collaboration, Carla Duarte, Director of Partnerships, Al Jalila Foundation said: “We are proud to partner with Nezo Salt this Breast Cancer Awareness Month on our #PINKtober campaign to raise awareness and vital funds to support patients in their healing journey.”
“Collaborations like this move awareness beyond words. When brands integrate social causes into their DNA, they transform commerce into contribution,” Duarte added.
Through this month-long regional movement that Nezo aims to resonate with the very homemakers who keep health at the heart of every meal, in an effort to blend brand purpose with presence.
