The centrepiece of the US$12 million campaign for the firm's Rani brand is a 90-second TVC that debuts at prime time on pan-Arab stations today (May 16).
It will be backed by online and cinema executions, as well as shorter 60-second and 30-second TV spots.
It is the first time a 90-second TV commercial has been aired in the Middle East and the company's executive vice president, Tolga Sezer, said the work was "revolutionary" and would set Aujan apart from other FMCG campaigns in the region.
"At the end of the day, we are fighting for a share of the pan-Arab youth market and we have to have impact," said Sezer. "This is a very exciting step for us and we look forward to receiving a positive reaction from our audience."
Sezer said Aujan spends US$30 million on advertising annually and the new Rani campaign is taking 40% of that total.
The commercial was produced by independent Dubai agency Face to Face in conjunction with production house Filmworks and features a soundtrack by British DJ Fatboy Slim. Media planning is being handled by Initiative Media.
Aujan Industries is headquartered in Dubai and produces five brands, including its flagships Barbican and Rani, both of which are targeted at Arab youths. It also has huge success with Vimto, especially during the holy month of Ramadan, when an average of 10 million bottles are sold across the region.
