Real estate developer Sobha Realty, in partnership with Arsenal Women, has recently released its Corporate Social Responsibility (CSR) brand campaign, highlighting their focus on empowering women and girls by offering access to opportunities, raising awareness about the need for female education, and promoting their shared values of inclusion, equality, and social responsibility.
The film, produced by Bullion Productions, and directed by James Willis, under the strategic oversight of creative agency AKQA, which designed the overall concept of the campaign, aimed to demonstrate that it is imperative to lay a solid foundation for the future, build legacies, and nurture tomorrow’s leaders. As the DOP, Arthur Loveday led the visual storytelling with a focus on authenticity and emotional connection.
The campaign intended to offer an inspiring glimpse into the dreams and ambitions of the next generation of young women, illustrating how they can be empowered through opportunity and accessibility.
In conversation with Campaign Middle East, Ashish Parakh, the Chief Marketing Officer of Sobha Realty, opened up about the strategy behind the campaign, and how it was rolled out.
“With a focus on storytelling through film, ‘The Foundation’ film was crafted to emotionally connect with audiences, showcasing real-life stories of young women who have benefited from Sobha Realty’s initiatives. The digital and social media campaign ran across Sobha Realty’s and Arsenal’s digital platforms, with joint and collaborative messaging from both Sobha Realty and Arsenal FC, emphasising their shared commitment to equality and empowerment through various digital platforms,” Parakh said.
The film showcases the Group’s efforts to support girls and women in academics through school and university programmes in UAE and India. Sri Kurumba Educational and Charitable Trust, the heart of Sobha Group’s philanthropic efforts, oversees a number of initiatives encompassing education, healthcare, employment, and housing striving to make a positive difference in the lives of women across the UAE, India, and Oman.
Empowerment programmes, such as Sobha Academy, Sobha Community Home Project Initiative, Sobha Young Mother Rehabilitation Programme, and Sobha Rural Women Empowerment Programme, among others, touch the lives of more than 23,000 women and young girls, helping them access and build brighter futures.
PNC Menon, Founder and Chairman of Sobha Group said, “At Sobha Realty, we recognise the vital need to empower women and make them independent. By investing in education and upskilling, we are not just addressing a gap but seizing a tremendous opportunity. We believe that strong foundations today can transform lives tomorrow. By providing the next generation of women with the right facilities and opportunities, we aim to foster the mindset needed for them to achieve success and drive socio-economic growth globally. ”
Through this initiative, Sobha Realty also emphasises that success can be achieved by fostering positive attitudes and values through sports.
Juliet Slot, the Chief Commercial Officer of Arsenal FC, said, “The story of our women’s team is one of inclusion, and the power that inclusion can have in the pursuit of progress. Arsenal Women started as a programme run by our community team and was designed to give young girls the opportunity to get involved in football for the first time. The programme became a professional team that 37 years later has won 51 major trophies, broken multiple attendance records, and now calls Emirates Stadium their main home. Our commitment to inclusion and progress never stops, and there’s always more to do, so we’re excited to collaborate with Sobha Realty on supporting their programmes supporting young girls across the world.”
The collaboration also reiterates a commitment to equality in football, by providing equal opportunities. The initiative intends to not only champions the winning potential of female athletes, but also to set a precedent for breaking down gender barriers in the sport.
“The initial market reaction to The Foundation campaign has been overwhelmingly positive. Audiences have resonated deeply with the film’s powerful message of empowerment and social impact. We’ve seen strong engagement across platforms, with many appreciating Sobha Realty’s commitment to making a meaningful difference in the lives of women through education and sports. This response not only validates our efforts but also strengthens our resolve to continue driving impactful change,” Sobha Realty’s CMO Parakh concluded.
CREDITS
Client: Sobha Realty
Creative Agency: AKQA
Production Agency: Bullion Productions
Director: James Willis
DOP: Arthur Loveday
Internal Team: Sobha Realty’s PR agency, CSR, and marketing teams collaborated closely with Arsenal’s marketing team to ensure cohesive messaging and campaign alignment.
