Emirates campaign highlights 'lucky' labourer

Airline's campaign features Subdakhar Golem who works on the Burj Dubai. 

AD CAMPAIGN: Construction worker Sudakhar Golem is featured in a new international advertising campaign by Emirates Airline.

AD CAMPAIGN: Construction worker Sudakhar Golem is featured in a new international advertising campaign by Emirates Airline.

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.

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Posted by: MD

You are also fairly ignorant. How long have you stayed in the UAE? Do you really think that all construction labourers are Indians? Have you not met a single Indian here who has "the looks, the brains and the cash, that would represent Dubai in a much better way than a labourer?" Shame on you and the rest of your kind who share your sentiments.

Posted by: AVH

To Duretger: If you step out of your ivory tower, you may observe that the global economy is not driven by only rich or good looking people but by ALL people that contribute to the economy by working, earning and spending. Anyway, for a person who cannot even type three lines without spelling mistakes (you couldn't even spell "poor" properly!!) this logic must be far beyond your comprehension anyway. To Antoine who agrees with Duretger: If Indians spoil Dubai's image, why attract them at all in the first place? If airlines were to choose customers based on looks, brains and cash as you seem to advise/imply, they wouldn't operate very long, would they? I'm not aware of your looks or cash but you surely seem to have lost your brains somewhere. Let me guess, you must be in management!!

Posted by: Thunderbolt

This email is a gentle response to Jason' and not so intelligent focus and response , however not an attempt to riducle and embarass any one even if you totally deserve it. Dear Jason , very rightly said that the barbarian and the medieval thought has governed society over may centuries as you put it however there are rare human being wh dont fit your class of medicrity i.e floating with the crowd like sheep and hence raise their voice in an effort to sahre , spread and raise human conciousness to higher realms so concepts like the class dont overide and control the salve mind. As far as crying is concerned, it is not limited to the female gender, it is a fantastic release that is natural and vast however my note was not a cry but a echoing drum beat that may cause medicority to deafen and perhaps out of that silence consider the path of selflessness , onesness and contribution, you should pack up you bags, cry a little it may help and leave this post to begin with. To evryone else , my sincereapologies for writing this way however it is an opporutnity to highlight the root cause of problems like these where medicre human conditioning like the belif and acceptance of concepts like the class are ignorantly lived . This article is an opportunity to share opinions that add value to to the entire humanity to experience change and for countires and cities like Dubai to ride the learning curve and authentically respond to changing times and expanding consciousness most appropriatelty.

Posted by: Matthew

Duretger, first of all, you need to understand that poor or rich - all are humab being. Yo may we wealthy & goodlooking than Sudhakar, but you can never smile like Sudhakar...his smile is from his heart, where as your heart is ugly, filthy & stinking and they cannot put people like you in the ad. And why only Arabs & Europeans ? What about Americans, Australasians, Africans, East Asians etc..?

Posted by: Antoine

I agree with Duretger. Showing a person from a community that is knows for mainly negative reasons won't help Dubai. There are plenty of successful Arabs and Europeans, who have the looks, the brains and the cash, that would represent Dubai in a much better way than a laborer, who with all due respect, has absolutely nothing in comparison. Emirates can surely find better ways to attract Indians, without spoiling Dubai's image.

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