B4U Aflam, the Arabic-language Bollywood film channel, has appointed UM Dubai as its new media planning and buying agency for the MENA region.
Since its market launch in December 2013, B4U Aflam has become one of the most popular Bollywood networks in the Middle East. With content especially tailored to an Arabic audience, it has been deemed as the Middle East’s gateway to the world of Bollywood. B4U Aflam brings viewers blockbuster movies, chart-topping music and a first-class mix of entertaining programming to 50 million households across the region.
“B4U is thrilled to be working with UM for our media buying,” said Ashok Shenoy, B4U Aflam’s Head of International Business. “When selecting a media buying agency, we wanted to appoint a company that we knew we could trust to not only deliver but to also help us evolve, develop and grow in an ever-changing market. We have confidence that with their extensive knowledge, expertise and vast media network, UM will help us achieve our goals in the Middle East.”
Zubair S.Siddiqui, Managing Director, UM Dubai, added, “B4U Aflam’s launch comes in at an opportune time when Bollywood content has gained tremendous traction within the Arab TV market. As such, we are delighted to be given the chance to work on the brand.”
B4U has a strong presence in Indian culture and is one of the ‘Big Three’ Indian television networks to operate worldwide. The B4U brand is now well known worldwide, with the network staging many high profile events such as the Times of India new talent searches, and the Mayor of London’s annual Diwali Festival in Trafalgar Square. With its European headquarters in London, the channel is broadcast in 100 countries, including the UK, U.S., Europe, MENA, Canada and India.