| Home | GCC | World | Industries | Markets | Opinion | Interviews | Photos | Video | Lists | Lifestyle | Topics | Jobs | Property | UOL |
Help, I forgot my username and/or password
A labourer praising working conditions in Dubai’s construction industry is the star of a new advertising campaign for Emirates Airline.
In the campaign, 24-year old Sudakhar Golem is shown near the top of the world’s tallest skyscraper, the Burj Dubai, with a panoramic view of Dubai in the background. Championing the quality of life in the emirate, Golem says in the airline's Open Skies magazine: “We have fixed hours, a time for lunch and breaks, and a time to finish work. Working with people from other cultures has taught me a lot.”
The Burj Dubai is being built by Arabtec, which last month faced allegations in a BBC TV documentary that its labour camps were filthy and overcrowded.
Following the programme, Arabtec CEO Riad Kamal told Arabian Business that he was satisfied with working conditions for labourers, adding that the basic monthly wage of an unskilled labourer, based on an eight-hour day (six days a week), started at $177, with skilled workers' wages starting at $225.
However, the Emirates “Meet Dubai” campaign focuses on Golem’s positive experiences in Dubai.
In the interview with Open Skies Golem says he was 20 years old when he left his village in India and began working as a hoist operator on the $4.1bn superstructure.
Four years later he has advanced to become the supervisor for all the hoisting cranes on the tower’s site.
“What comes to my mind when I go up the tower is that I’m lucky as so many people want to go up the Burj Dubai, yet I’m here and I can see the whole city,” he explained to Open Skies.
“I like the Chicago hotel where I relax with my friends and I like Safa Park and Jumeirah Beach. Deira is very nice as well,” Golem said.
The campaign seeks to showcase the diversity of Dubai’s population and also includes Freej creator Mohammed Saeed Harib, the vice president of Dolphin Bay at the Atlantis Hotel and a professional kite surfer.
It was created by Leo Burnett Dubai in cooperation with the Emirates corporate communications team.
“The main objective of the campaign is to generate demand for travel to and through Dubai. We are inviting existing and new visitors to discover an arguably overlooked aspect of Dubai's amazing story - its residents,” Emirates said in a statement.
The first phase of the campaign is appearing in international magazines and newspapers including Time, Newsweek, the Financial Times, National Geographic and the Wall Street Journal.
The airline is also running it locally in countries such as Australia, India, South Africa and New Zealand.
The wider campaign will include press, online, TV, radio, cinema, in-flight and outdoor advertising and will reach over 300 million households across 6 continents, Emirates said.
Given that the start of the new month is determined by the moon sighting, isn't this going to make organising meetings for the following month a bit tricky... more
Thursday, 24 May 2012 1:24 PM - Mark RentonI was under the impression that an Emirati woman can not marry a non-Emirati man; only men can marry a non-Emirati women. If that is so, then I guess... more
Thursday, 24 May 2012 10:49 AM - SAM
Dear all,
Arab Youths are the Younger generations of Arabs. They need not work ( On the other hand they should set up their Own Business) The... more
May be they are just afraid that the Prince will try and change the name to Arabian Wood , from Holly Wood :-) more
Thursday, 24 May 2012 1:25 PM - mobilocti
Owing to the perseverance and determination of Bahraini's in assuring that F1 was a roaring success and certainly on display
HRH Sheikh Salman's excellant... more
Given that the start of the new month is determined by the moon sighting, isn't this going to make organising meetings for the following month a bit tricky... more
Thursday, 24 May 2012 1:24 PM - Mark RentonIt is the Arabian Gulf because firstly Persia hasn't existed since 1935 and, therefore, does not appear on modern maps. So, by saying Persian Gulf we are... more
Sunday, 20 May 2012 7:40 PM - Juma Said JumaPalm Jumeirah = Disneyland. Is this the kind of community to invest in for a home ???? or a hotel ? It baffles me why people would invest in an apartment... more
Wednesday, 23 May 2012 4:13 PM - PaulInstead of clinging to anything that reminisces you of your obliterated past, why don't you spend sometime fixing your disgraceful and humiliating present... more
Tuesday, 22 May 2012 9:30 PM - Fahdseveral good points made here however democracy is about all the people and there are over 4 million people in Kuwait, Kuwaitis and expats we the expats... more
Friday, 18 May 2012 7:32 PM - jamesthe majority of expats (as most people here argue that its a majority painting an entire nation the villain)....why are the filipinos and indians not the... more
Sunday, 20 May 2012 9:17 AM - ArthurHOW CAN WE FORGET 2008, WHY DID YOU NOT FORGET TO PAY ALL YOUR STAFF BONUSES LIKE YOU HAVE DONE ON THE PAST TWO OCCASIONS , YET YOU CANT COMPENSATE OR... more
Wednesday, 16 May 2012 4:51 PM - MOOSAGiven that the start of the new month is determined by the moon sighting, isn't this going to make organising meetings for the following month a bit tricky... more
Thursday, 24 May 2012 1:24 PM - Mark RentonThe words one should read and think about are "it COULD make sense to sell Emirates in the future". Sir Flanagan does not say it does make sense at this... more
Thursday, 10 May 2012 11:16 AM - Paul dxbWhen I first went to live in ABu Dhabi - I clicked up a couple of speeding fines during the frist year (on empty roads and certainly not tailgating - but... more
Thursday, 17 May 2012 5:45 PM - Baffy
Join the Discussion
Disclaimer:The view expressed here by our readers are not necessarily shared by Arabian Business, its employees, sponsors or its advertisers.
Please post responsibly. Commenter Rules