Latest news with #Masafi
Iraqi News
18-05-2025
- Sport
- Iraqi News
Kings of the Court: Masafi Al-Shamal crowned Iraqi volleyball champions
Baghdad ( – After weeks of intense competition culminating in the 'Golden Square' playoffs held in Kufa and Baghdad, Masafi Al-Shamal have been crowned champions of the 2024-2025 Iraqi Volleyball Premier League! Their journey to the title was reportedly sealed with a crucial victory over Al-Shorta before the final day's play in the second gathering, showcasing their season-long dominance. Reflecting on their triumph, Masafi Al-Shamal's #15, Omar Ali, told IraqiNews, 'I feel very proud to be part of this amazing team. I am very grateful for the coach, the management, and all of my fellow players; everyone has done an extreme effort and this achievement is the result of months of hard work and dedication.' While Masafi Al-Shamal had secured the championship, the concluding playoff matches still delivered significant drama for the final placings. Last year's champions, Ghaz Al-Junoob, fought hard to claim the runner-up spot for the season, impressively defeating the new champions Masafi Al-Shamal in their final encounter. In other crucial final ranking matches, Al-Shorta secured third position despite a concluding loss to a spirited Erbil side, who finished fourth. Throughout the playoffs, individual brilliance shone. In a fiercely contested earlier 'Golden Square' match between Al-Shorta and Masafi Al-Shamal (reportedly a 3-1 win for Masafi that clinched the title early), Al-Shorta's #10, Mohammed Kareem Abdullah, was a standout. He played a 'very competitive match' and led his team to win a set with his exciting play, even though Masafi's overall defense was noted as stronger in that pivotal encounter. The 2024-2025 Iraqi Volleyball League has now concluded, marking Masafi Al-Shamal as the deserving champions after a season filled with high-level play and thrilling contests.
Arabian Business
31-03-2025
- Entertainment
- Arabian Business
Masafi
Masafi The limited-edition packaging, created in collaboration with Emirati artist Mariam Abbas, pays homage to the UAE's cultural heritage
Khaleej Times
28-03-2025
- Automotive
- Khaleej Times
Dubai: Bikers rev up for 'Eid Brotherhood Ride' for a cause close to their hearts
Bikers from across the UAE are gearing up for a high-spirited Eid Al Fitr ride that celebrates the country's diversity and shines a spotlight on community giving. The Biker Buddies Eid Brotherhood Ride returns for its third and biggest edition, with around 300 motorcyclists from 18 biking clubs and groups set to ride in a convoy from Dubai to Kalba Corniche on the second day of Eid. The 280-kilometre round trip, led by long-time resident and organiser Vicky M, brings together cross-cultural connection and charity on wheels. 'Eid brings people together, and that's what inspired me to turn this ride into a celebration of brotherhood and charity,' said Vicky, who has been living in Dubai since 1984. 'We come from different countries, but when we ride, we ride as one.' Like previous editions, this year's ride will support the installation of water coolers in worker accommodations, a cause close to the bikers' hearts. 'It may seem like a small thing,' Vicky said, 'but clean, cool drinking water in the summer heat makes a huge difference. This is our way of giving back to society.' The scenic route begins at ENOC Gas Station 1094 on Emirates Road (E611) winding through stretches of open desert and rocky outcrops before reaching Kalba Corniche in Sharjah. The group will make a brief stop at Masafi's Souq Al Juma halfway through for refreshments. It's where riders meet, share stories, and take a moment to appreciate the journey together. Among the participants is Edwin 'Eddie' Massey, a marshal with Blu Oryx MC, who has been riding in the UAE for over two decades. 'Every ride brings new friendships and shared memories,' said Eddie. 'This one is special. It's a celebration of Eid and the togetherness that defines life in the UAE.' Having logged more than 100,000 kilometres on UAE roads, he's also looking forward to the perfect weather. 'Cool mornings, bright skies, and the kind of crisp air bikers love, it's shaping up to be an unforgettable day.' Mohammad Fazmin, a Sri Lankan fitness trainer and President of SL Dubai Riders MC, said the ride holds a deeper meaning this time of year. 'Eid is about reflection and compassion,' he said. 'And this ride allows us to come together with that purpose in mind.' That sentiment is shared by Yusuf Ali Khan, a private banker from India and Captain of this year's ride. 'I moved to Dubai in 2014, and this event has become a personal tradition,' he said. 'It celebrates what the UAE stands for -- tolerance, unity, and giving. We're expecting a record number of bikers this time, and the energy is incredible.' Vicky, who will ride his BMW GSA, says the age range this year stretches from 30 to well over 60. 'You could say I'm one of the veterans,' he grinned. 'But the excitement is the same for all of us.' From Harleys and Hondas to BMWs and Royal Enfields, the mix of motorcycles mirrors the multicultural makeup of their riders. And while the engines may differ, the purpose remains shared. 'When 300 bikers ride in unison,' said Vicky, 'you feel the strength of the UAE biker community, and that's what this ride is really about.
Khaleej Times
24-03-2025
- Business
- Khaleej Times
Made here, trusted here: What it takes to be a truly homegrown brand in the UAE
There's a difference between operating in the UAE and being shaped by it. That difference is showing up more clearly in the way long-standing local brands are responding to a new kind of public expectation — one that values cultural grounding and a deeper sense of belonging. Regional producers are entering a different kind of scrutiny. It's no longer enough to manufacture locally or source responsibly. Brands are expected to understand where they operate, reflect it back to consumers, and stay visible in cultural and national life. In the UAE, one company that's been navigating that space longer than most is Masafi. 'Masafi was built in the UAE, for the UAE,' says CEO Saood Al Ghurair. 'That foundation influences every decision we make, from how we source our water to how we engage with consumers.' That sensibility comes through most clearly during moments that carry national and emotional weight. During the holy month of Ramadan, Masafi collaborated with Emirati artist Mariam Abbas on a special edition bottle design - less a marketing flourish, more a quiet tribute to shared memory. 'The design wasn't about creating limited-edition packaging,' Al Ghurair says. 'It was about honoring the resilience and traditions that shaped this country.' It's a gesture that sits within a wider pattern. The brand's connection to culture runs through its supply chain, partnerships, and public presence year-round. 'We invest in local talent, collaborate with homegrown suppliers, and create initiatives that celebrate the culture we come from,' he says. 'In our Ramadan campaign, we didn't just put Emirati heritage on our packaging but actively brought a national story to life in a way that resonated with every household.' That clarity of origin - cultural, operational, and geographic - is becoming more visible in the way Masafi speaks and scales. 'Masafi has always been produced in the UAE using local expertise and resources to meet global standards,' Al Ghurair says. 'Every drop of our water is sourced here, and we've built world-class production capabilities to ensure quality at every stage.' Cultural visibility beyond campaigns For a category as crowded as bottled water, quality isn't just technical. It's reputational. Consistency, especially at scale, is what allows a brand to move from trusted to generational. Masafi's infrastructure has grown in response to rising demand, but not without caution. 'Scale only matters if it's done with care,' Al Ghurair says. 'We've expanded production, optimized logistics, and strengthened our distribution to ensure that increased demand never affects quality.' This combination of control and responsiveness is becoming a defining feature of how regional producers maintain relevance. But responsiveness isn't limited to operational upgrades. It includes how a brand stays visible, meaningful, and relevant in the everyday. 'People expect more from the brands they trust,' Al Ghurair says. 'Not just in product standards but in the role they play in daily life.' That role, in Masafi's case, often intersects with important cultural touchpoints. 'That's why Masafi remains present in cultural and community moments, where hydration is a part of tradition.' With consumer behaviour gravitating towards wellness-oriented choices, the definition of value is expanding. Hydration is no longer neutral. People are looking for products that align with how they live - and how they want to feel. What once might have been communicated as technical - like mineral content or filtration processes - now folds into a broader narrative around lifestyle and well-being. 'People care more about what they consume, and they expect brands to keep up,' Al Ghurair says. That expectation goes beyond ingredients; it touches design, transparency, and tone. A recent brand refresh reflects that shift. The new visual identity is stripped down, clean, and deliberately minimal - meant to speak in the same visual language consumers now associate with trust. 'Our branding reinforces that we are modern, clean, and aligned with how today's consumers engage with brands,' he says. The evolution has been steady rather than dramatic. There is no pivot, no reinvention - just calibration. That, perhaps, is what sets Masafi's trajectory apart. It isn't trying to rewrite its role; it's refining it. The company doesn't speak in the language of disruption, because it doesn't need to. 'Masafi has been at the center of this industry for nearly 50 years,' Al Ghurair says. 'And we've done that by adapting without losing what makes us trusted in the first place.'
Campaign ME
21-03-2025
- Business
- Campaign ME
Masafi celebrates the UAE with this Ramadan packaging
Masafi, UAE's bottled water brand, is marking the holy month of Ramadan with a special-edition packaging, created in collaboration with Emirati artist Mariam Abbas. The design, featured on Masafi's water and tissue products, pays homage to the nation's cultural heritage, woven with values of resilience, unity, and tradition. The collaboration is a tribute to the values that have shaped both Masafi and the UAE's story over the years. 'This campaign was about celebrating culture and strengthening our connection with the community. Ramadan is a time of togetherness, reflection, and generosity, which are values that align with Masafi's identity. We also wanted to tell a story that resonates with our consumers by working with local talent. The goal was to reinforce brand affinity while honouring Emirati heritage. It was also to deepen emotional connections rather than just drive short-term metrics,' said Saood Al Ghurair, CEO and Vice Chairman of Masafi. According to Ghurair partnering Mariam Abbas allowed Masafi to honour their Emirati heritage whilst reinforcing their brand affinity. How design can enhance brand connection The limited-edition packaging features Emirati symbols such as the Sheikh Zayed Mosque, the Together sculpture in Downtown Dubai, and traditional water pitchers once used for cooling and storage. These elements highlight the connection between heritage and everyday rituals, reinforcing Masafi's position as a familiar presence in UAE households. The design also integrates motifs like the Sidr plant, known for its resilience in the desert, subtly aligning with the broader themes of endurance and renewal associated with Ramadan. Beyond the visual aspect, the initiative reflects a growing trend among brands to engage with local creatives in order to foster authenticity and cultural relevance. By incorporating familiar symbols into its design, Masafi aligns itself with consumer expectations that increasingly value storytelling and heritage in branding. A broader look at Masafi's branding The Ramadan edition is part of a broader shift in Masafi's branding, which earlier this year had a refreshed identity across its water and tissue products. The updated identity balances a more modern look with references to its history in the region. 'Masafi has always been a part of family traditions in the UAE. This campaign speaks to all our consumers, from those who have grown up with Masafi to the newer generations discovering it. The focus is on building shared experiences whether it's at an Iftar gathering or a quiet moment of reflection during Ramadan,' says Ghurair. He continues, 'While we continue to evolve with changing consumer preferences, our foundation remains the same – staying close to the people we serve. It's part of a broader vision to ensure Masafi remains top of mind, not just as a product but as a brand that represents shared experiences and cultural moments.' The campaign was rolled out across all of Masafi's digital channels including social media, their website and app. View this post on Instagram A post shared by Masafi (@masafi)
