Dina Abou Taleb Unveils the Strategy Behind NBE’s Ramadan 2025 Campaign

In an exclusive interview with Forbes, Dina Abou Taleb, Head of Marketing and Social Development at the National Bank of Egypt (NBE), shared insights into the strategy and vision behind the bank’s highly successful institutional campaign for Ramadan 2025.

Under the slogan “The world within you can change the world,” the campaign captivated audiences throughout the holy month, amassing over 1.1 billion views across digital platforms. Blending heritage with modernity and emerging technologies, the campaign presented a unique experience that celebrated Egypt’s cultural legacy while reinforcing the NBE’s role as a forward-looking institution.

“To achieve maximum reach during the high-impact Ramadan season, it was essential to design a campaign that ensured NBE’s strong visibility and leadership in the financial sector,” explained Abou Taleb. The campaign not only met expectations but exceeded them—becoming the most-watched advertisement in Egypt on TikTok and Instagram, and garnering over 400 million views on Facebook alone.

At the heart of the campaign was a compelling musical collaboration between Egyptian pop icon Mohamed Hamaki, renowned rapper Wegz, and a stunning digital revival of legendary actress and singer Soad Hosny. Through generative AI technology, Hosny—known as the “Cinderella of Arab Cinema”—was brought back to life on screen, adding a powerful sense of nostalgia and futuristic appeal.

The film follows the three artists on a journey through defining eras in Egypt’s history. Hamaki witnesses the founding of the National Bank of Egypt in the 19th century; Wegz ventures into ancient Egypt among the pharaohs; while Hosny marvels at the wonders of the modern age. “Ultimately, the campaign offers a unique visual and musical experience that delivers an ambitious message and creates an emotional connection with the audience,” Abou Taleb noted.

By intertwining past and present, the campaign sought to reinforce NBE’s 127-year legacy as a cornerstone of Egypt’s financial and cultural landscape, while affirming its continued relevance to today’s diverse generations. According to Abou Taleb, the presence of beloved figures from different eras struck a perfect balance between nostalgia and contemporary resonance—Hamaki and Hosny appealed to older generations, while Wegz embodied the voice of the youth and the bank’s future.

“In the end,” Abou Taleb concluded, “the campaign weaves together the building blocks of the past, the formative moments of the present, and the optimistic promises of the future to reflect the enduring essence of the NBE brand.”

Building on the momentum of the Ramadan 2025 campaign, the National Bank of Egypt is now launching a new initiative aimed at empowering young entrepreneurs. The program spotlights real-life success stories of Egyptian youth who have overcome obstacles to achieve their dreams—underscoring the bank’s commitment to supporting both the financial and non-financial growth of Egypt’s future leaders.

From Gen Z–focused activations to campaigns that engage audiences across all age groups, NBE’s innovative marketing approach continues to set new industry standards—strengthening the bank’s position not only as a financial leader but also as a brand that deeply resonates with Egyptians nationwide.