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posted on Oct. 03, 2025 at 4:20 pmOct 13, 2025

Homegrown brand Hala’s CEO on the brand refresh and campaign

posted on Oct. 03, 2025 at 4:20 pmOct 13, 2025

The refreshed Hala brand and its new identity are visible wherever its customers engage with it: across its fleet, the Careem app, website, digital channels, outdoor signage, and in-car experiences.

Hala

Hala – UAE’s homegrown on-demand, e-hailing taxi brand, which is positioned as affordable and available – has implemented a comprehensive brand refresh.

In a little more than six years, Hala has grown from a promising joint venture between the RTA and Careem into Dubai’s leading e-hailing service – one that millions rely on every day.

In an exclusive conversation with Campaign Middle East, Khaled Nuseibeh, CEO, Hala, said, “Our identity needed to evolve to match the role we now play in people’s lives: a trusted, homegrown brand that embodies Dubai’s ambition, resilience, and pace.”

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Tags:Advertising Campaign careem commitment convenience Customer Experience Dubai Dubai taxi Hala Identity Khaled Nuseibeh marketing mobility brands on-demand taxi service refresh brand refreshed identity reliability RTA

the authorAnup Oommen

Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.