Masafi, one of the leading FMCG brands across the Middle East, has announced its partnership with Modhesh World 2010 – the region’s biggest indoor edutainment venue and main attraction of Dubai Summer Surprises [DSS]. As part of the partnership, Masafi will quench the thirst of the little ones at the 37,000 square metres Modhesh World at Dubai Airport Expo, during the entire duration of DSS, running till August 7, 2010. Masafi has also designed a co-branded special label with the DSS mascot Modhesh on its 500 ml bottles. Masafi is the sole provider of drinking water at Modhesh World – the must-visit destination which features around 40 themed zones and a vast array of entertainment options for young and old alike during DSS. Commenting on the association with Modhesh World, Makram Haidar, Brand Manager of Masafi, said: “The Dubai Summer Surprises and its main attraction Modhesh World have assumed iconic significance among various sections of society in the entire region over the last 12 years. Masafi’s association with the Modhesh World demonstrates our social commitment to the summer festival and provides us a unique chance to be the exclusive provider of co-branded water at the most-sought-after kids’ destination. We are confident that this opportunity will go a long way in further reinforcing and strengthening our market leadership and presence.” He added: “In tune with its core values, Masafi has always laid great importance to relationship and support with all partners and associates. The backing to all the leading cultural extravaganzas in Dubai reflects Masafi’s transformation from a home-grown company to a well known world-class brand. The co-branded water also makes exceptional business sense, going by the value created by Modhesh and Dubai Summer Surprises that can be sustained over the long term for shareholders, employees, consumers and its business partners.” Attractions at Modhesh World 2010 include a huge fun fair, a scooter zone, the Modhesh Magical Forest, a 4D cinema display, an inflatable zone, magic planet zone, a mini zoo and entertainment areas as also a sports zone beaming live telecasts of the 2010 FIFA World Cup on giant screens. It is open from 10am to 10pm Saturdays through Wednesdays, 10am to midnight on Thursdays and 3pm to midnight on Fridays. Modhesh World attracted over 500,000 visitors over 65 days in 2009. Masafi has been associated with various events and has entered into official water supplier partnerships with world-recognised sporting, music, arts and fashion events and has sponsored and underlined many consumer and trade promotions.
