Dubai, United Arab Emirates, January 23, 2014 -- At Moulis Advertising, 2007 is remembered as a milestone year. “In many ways, it was a year of reckoning, a year of change, a year of strategic planning for a new future. It was the year we decided to set base in a new land, inspired by Moulis Advertising’s over 50 years of legacy, goodwill and domain knowledge, encouraged by support from loyal clients who themselves had expanded overseas, and enthused by a sense of adventure from within,” says Mr. C Mouli, the captain of the ship.

Moulis’ journey began with a basic thumb rule – follow the client. Sometime in 2004, two of their clients in India began establishing offices overseas. Propelled by a global demand for IT services, 3i Infotech then commenced operations in Singapore, UAE and the USA. Managers and Executives, whom the Moulis team was working with on the client side, were posted in the upcoming offices. They visited them as part of their service delivery and in a bid to understand the local nuances. “Ah, we started discovering what they had already done – there is a new world out there, and there is untapped potential for advertising in UAE and other areas of Middle East which was just not taken into account by many”, adds Mr. Mouli appearing to be nostalgic.

Moulis’ journey was also propelled by a second client. It started as a 2-person company in a garage in the late 90s, and today has over 1500 professionals. The name then, Ma Foi, the name today after being acquired by its foreign partner, Randstad India Ltd. Ma Foi was founded by Mr. and Mrs. K. Pandiarajan. Ma Foi, already a national brand by 2005, branched in the next few years to Dubai, Abu Dhabi, Oman, Bahrain, London, Singapore, Kuala Lumpur, Penang, Sri Lanka and USA. Yet, all through this expansion, they had a single point communication partner, ie. Moulis Advertising. “Our learning’s on working in overseas markets continued as we served them in every geography, and visited every office they set up as part of our learning and servicing curve,” elaborates Mr. Mouli.

The question here also arises as to what other factors influenced a grandfather agency like Moulis to move into unknown waters. Mr. Mouli keenly says, ”Add to all of the this my own exposure abroad, (I hold a masters degree in mass communications from Oklahoma State University, and served two years as a journalist in a county newspaper in the USA), and soon we were clear that Moulis Advertising should take the big leap and land in global destination.” Should it be Singapore, Sri Lanka or Dubai, was the next question in front of them. The answer, after careful consideration, was Dubai. Looking back, it is easy to understand why.

In early 2007, when team Moulis was pondering over the location, Dubai was the most ‘happening’ place. Major projects were underway, both in industry and infrastructure, services industry was on the upswing, and the concept of free zones (which enable 100% foreign ownership) had come into play. Being a Dubai advertising company made a lot of sense rather than any other geography.

Given the vibrant economic environment, demand for office space was at an all time high, while on a parallel front infrastructure expansion was in progress. Moulis began their application process (as a branch of a foreign company) in mid 2007, and by November 2007, they were granted a Trade License (which authorizes the company to offer services to clients in the UAE), and were allotted office space in Al Thuraya Tower 2, in Office No. 45 (which they happily continue to retain till this day).

“It has been six satisfying years in the UAE. Starting from buying coffee mugs and computers, from getting to know your way around Dubai and blending into the diverse yet unified culture, we have come a long way,” adds Mrs. Kala, Mr. Mouli’s better half and the driving force behind him. She was very nostalgic to add that the start phase will continue to remain fresh in their institutional memory. In November 2007, they had an office, they had the infrastructure, and they had two captive clients (3i Infotech and Ma Foi which were doing very well in the region at that time).

It was time to look for new clients. A good friend referred them to a Greenfield project coming up at Taweelah, mid way between Abu Dhabi and Dubai. “When we dropped in to introduce ourselves in December 2007, all we could see was tin sheds doubling up as offices, and a large tract of open land earmarked for the upcoming manufacturing plant”, recalls Mr. Mouli. (Today it is the world’s largest single site aluminum smelter complex, known to the world as Emirates Aluminum). EMAL gave Moulis a trial assignment, and when they turned around the ad design with their trademark speed and precision, EMAL signed them up as a registered vendor for advertising services. They had made their mark as a creative media agency and unknown to the client and agency, the choice of Moulis was actually a perfect fit. There they were, enriched by their experience in global markets that they had gained by serving Ma Foi and 3i Infotech. There was EMAL, wanting to advertise worldwide, to establish their company as a reputed brand in aluminium smelting, so that they could draw talent from various countries. Together EMAL and Moulis went to work, designing and releasing advertisements over the next three years in over 30 countries, and in more than eight languages, which included German, French, Spanish, Portuguese, Czech and Polish.

The journey wasn’t always hunky and dory. Though more clients followed, not just in Dubai, but across Oman, Bahrain and Saudi Arabia and the Dubai branch grew from strength to strength, soon there was a test of faith ahead. In 2009, the global recession began, and along with it came lower business volumes, reduced ad spend and an overall slowdown. Fortunately, the branch at Dubai had built up a sufficient cash reserve. They used the savings to tide over the next two years, all the while having the confidence that the global recession was only a phase, and there would a turnaround in the near future. At the same time, there was hope as they could see encouraging signs in the UAE, with no slowdown in infrastructure development, and forward planning for the biggest trade event that a country can ever bid, the Expo 2020.

Today, as Mr. & Mrs. Mouli look back over the last six years, they see a bright future ahead. The UAE has been awarded the Expo 2020, and ahead of them, they have an era that will change the destiny of the country forever. No one could say it better than the dynamic leader, UAE Vice President, Prime Minister and Ruler of Dubai His Highness Sheikh Mohammed bin Rashid Al Maktoum who steered the bid at every stage of its historic win: “Dubai Expo 2020 will breathe new life into the ancient role of the Middle East as a
melting pot for cultures and creativity.”

Mr. Moulis concluding words were, “On our part, at Moulis Advertising, Dubai, we pledge to support the event in every way. With six satisfying years just over in our company calendar, we now look forward to the next six eventful years.”

About the Company:
Moulis Advertising Agency is based in Al Thuraya Tower 2 in the exciting Media City complex in Dubai, a thriving hub of international creative and media companies. Moulis is one of the best advertising agencies in Dubai, and is a branch of Moulis Advertising, India, one of India’s longest established and most respected advertising agencies, which has been in business since the 1950’s. Moulis Advertising Agency, Dubai is structured as an independent company in the UAE under the aegis of TECOM.

Contact:
Mr. Chandra Mouli
Think Big Media
No. 45, 7th Floor,
Al Thuraya Tower 02,Dubai Media City,
P.O.Box No.500 717, Dubai, UAE
+97150-539-1314
[email protected]
http://www.thinkbigmedia.co.in