Artaaj Events

Artaaj organizes Maxwell House Coffee sampling drive.

Maxwell House Coffee from the house of Kraft is conducting a special appreciation campaign in stores across the UAE. Special single serve coffee sachets are being handed out to consumers. A plan has been put in place to target 45000 consumers across the UAE through this sampling drive.

The campaign is being conducted at key supermarkets in the UAE. In Dubai, the sampling is taking place under the aegis of the Dubai Summer Surprises.


Artaaj trained demonstrators educate consumers and explain that the coffee is made from specially selected Arabica beans that are roasted to the heart. This gives the coffee a full rich superior taste. Demonstrators wear branded gear and hold wicker baskets with the samples and leaflets.

Artaaj has been commissioned to manage the venues and procure government authorizations. Apart from this we have also arranged a special dispensing methodology for the samples, managed logistics and scheduled the trained demonstrators.

Well, as we have already told you, Artaaj has been hired to manage the opening of Al Sahra, an amazing desert resort, very much in the news lately. We have drawn up the entire launch campaign, and are also over viewing the PR Campaign in partnership with a renowned PR Agency in the region. Hand in hand, we have set up a strategic plan for 5 months with press releases, press conference, interviews in the press and on air, as well as all the other components in the tool box of a good PR Campaign.

That’s how, a couple of days ago, we had the pleasure to welcome in our office, for her interview with Gulf News, Anita Mehra Homayoun, chairman of this project. Anita is best known as the Marketing Director of Dubai Civil Aviation, but also as a dynamic entrepreneur with several varied business interests.

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What a night! The Artaaj team really reveled in the success of the launch of Tameer Holding’s latest offering, Elite Residence. Having received the go ahead from the client a mere 10 days ahead of the event, and having the Amstel launch just 5 days prior to this one, we are so proud of the production team for the efforts in making the event a success! In keeping with Tameer’s tagline, “The Art of Building”, we created an event to reflect this in every nuance. The branding was created by printing the client’s logos on canvas framed by beautiful ornate frames. The prefunction area had a stately violinist entertaining guests.


Other frames were mounted back to back and suspended from the ceiling of the ballroom. Centerpieces were created with burgundy candles and white flowers to reflect the corporate colours and the tables were festooned with burgundy organza overlays and chair covers. The entire room was then lit by our special effects team with roving lights, gobos and well positioned par cans having the entire room glowing in burgundy & gold.


The piece de resistence, however, was the beautifully decked stage with a sparkling star cloth as a backdrop and a shimmering golden curtain made with scallops of silk.


At special request from the client, the proceedings began with a recitation from the Holy Quran. Following this, the CEO of Tameer, welcomed the guests and introduced the project.


For the actual launch, Artaaj Events flew down renowned French artist Franck Bouroullec, also known for his kinetic art. Painting live to the strains of a grand piano, Franck created a beautiful image of the tower, followed by an unveiling of the actual model with a stunning light & sound show, and some great special effects. A sumptuous dinner ended the very successful evening.


Saad & Adnan from Tameer – you really did keep us on our toes, and we’re glad to say we delivered!

What a night! Last Tuesday was one of the most happening nights in Dubai, the launch for Amstel's new beer, Amstel Pulse and Artaaj was there..

1000 guests were invited to the party at Lotus One, to celebrate the launch for Amstel's new crisp, light beer, Amstel Pulse. Artaaj had organised the launch, and decorated the whole venue to suit the party's theme: Filter Your Bar Friends. Taglines were used all over the venue from "Taste Life. Pure Filtered" to "Filter your Music". The music was modern 80's music. Guests were offered free Amstel Pulse throughout the night.



The venue was washed with red colour, using red lighting to give the pulsating affect.



Hostesses wore Silver wigs and red outfits to suit the beer's logo colors.

Guests wore badges, with a title, highlighting a personality trait; some of these were "shopping junkie", "fashion diva" and "beer expert". The idea was to socialize with someone who had the same badge, or one that complemented their trait, thus "filtering your bar friends".



For the launch, we wanted to do something stylish, chic and subtle, to suit the bottle's design. We created a 3 part animation to be played on plasma and projection screens all around the venue. For part 1, we had an animation with the Amstel Pulse taglines, without revealing the logo or the bottle. For part 2 - the launch - we had a club beat added to it, for the grand launch, with a clipping of the logo, and bottle dancing around the screen and for the attention grabber, the red lights around started to pulse like a heart beat! The hostesses walked around the guests with the Amstel Pulse beer bottle on a tray! It was fantastic, with a great response from the audience! As for part 3, we had the animation of the Amstel Pulse logo, dancing around with the taglines and beer bottle.



The night turned out to be a fantastic club night, and Artaaj organized it!