ruya unveils AI-generated brand film: 'You've Got Better Things to Do'
Ajman – ruya, the UAE's first digital Islamic community bank, has launched a bold new film titled 'You've Got Better Things to Do', a fully AI-generated campaign that speaks directly to the entrepreneurs, startups, freelancers, Camelicorns and SME owners who are fuelling the country's growth and who prefer simple, modern solutions over the complexities of traditional banking.
The message is simple: your time is precious, and ruya helps you spend it where it matters most – on your business, not your bank. The film showcases everyday moments of business owners chasing their dreams, supported by ruya's seamless, mobile-first platform that eliminates banking hassles with instant account opening, no hidden fees, and fast, ethical financial services.
In a deliberate creative choice, the film was developed entirely with generative AI, making ruya one of the first banks in the region to launch a campaign built with next-generation technology. The approach reinforces the campaign's core message: 'You've got better things to do… than make an ad the old-fashioned way'. By integrating AI into its creative process, ruya aligns with the UAE's national vision to lead in artificial intelligence and digital innovation. The campaign showcases not just innovation for its own sake, but purposeful use of technology to communicate more meaningfully with today's business community.
'This film represents an innovative step forward for the Islamic banking sector,' said Christoph Koster, CEO of ruya.
'As a digital-first Islamic bank, we believe technology should simplify life, not complicate it. Embracing AI in our marketing is a natural extension of our forward-thinking ethos, as it reflects how we operate as a brand and how we believe banking should evolve: simple, smart, and aligned with the pace of today's world.'
The film is a direct reflection of ruya's values, blending modern convenience and guided by ethical Islamic principles that promote transparency, fairness, and community focus.
The campaign is now live across ruya's digital platforms and can be viewed on the official YouTube channel at: ruya – You've got better things to do
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Fintech News ME
23 minutes ago
- Fintech News ME
United Arab Bank Partners with Lune for Data-Driven Mobile Banking
United Arab Bank (UAB) has entered into a partnership with Lune, a UAE-based fintech company specialising in AI-driven transaction enrichment and financial data analytics. The collaboration aims to support UAB's upcoming mobile banking platform by enabling data-driven and personalised customer experiences. Through Lune's technology, UAB will convert raw transaction data into clearer financial insights via a simplified interface. The solution is intended to enhance transparency and support customers in making informed financial decisions. Features will include personalised recommendations, contextual offers, and financial planning tools delivered through conversational interfaces. Commenting on the partnership, , Head of Retail Banking at UAB, said: 'While the underlying technologies have existed for some time, we at UAB were not entirely convinced about the maturity of the outcomes, until now. Partnering with Lune, a homegrown fintech with deep expertise in the UAE's payment ecosystem and cutting-edge technologies, gives us confidence in delivering the enriched digital experience our customers expect.' Helal Tariq Lootah, Co-Founder and Co-CEO of Lune, added: 'We're delighted to be working with United Arab Bank. This collaboration reflects our shared commitment to innovation, customer empowerment, and building a stronger, data-driven financial future.' The partnership aligns with UAB's broader digital transformation agenda and its continued efforts to work with fintechs to improve banking services.
Zawya
23 minutes ago
- Zawya
Foreign portfolio investors return as Egypt's financial health improves
Despite receiving a reprimand from the IMF over delays in its privatisation programme, Egypt continues to draw strong interest from foreign portfolio investors. This is reflected in the $15 billion of inflows into local debt markets—particularly EGP-denominated treasury bills and bonds—since the flotation of the Egyptian pound in March 2024. These instruments offer high yields and are relatively insulated from foreign exchange risk. Investor sentiment toward Egypt has remained broadly positive in recent months, supported by a stronger foreign reserves position, the UAE's $35 billion investment in Ras El-Hekma, and progress on the IMF-backed reforms. Within the broader emerging markets (EM) allocation context, Egypt stands out as a relatively favourable trade. This is partly due to domestic developments but also reflects global macro trends. Two key shifts have worked in Egypt's favour since the onset of tariff tensions earlier this year: -A weaker US dollar, which typically boosts capital flows into EMs. -Lower oil prices, which benefit Egypt as a net energy importer. 'We maintain a positive fundamental credit view on Egypt,' said Fady Gendy, Portfolio Manager at Arqaam Capital. 'The country enjoys strong backing from bilateral partners, and there are potential new deals in the pipeline. For instance, Qatar and Kuwait may convert their central bank deposits into direct investments, alongside fresh inflows.' Investor confidence has also been buoyed by the IMF's fifth and sixth combined review of Egypt's support programme, as well as support from the EU and World Bank. However, the pace of privatisation of state assets remains a key concern, as it is central to the IMF program and critical for fiscal consolidation. On the hard currency side, Egypt's eurobonds have rallied significantly since the April 2 sell-off—triggered by US tariff reforms and the brief Israel-Iran conflict. 'Following the rally, yields have dropped, and Egypt now appears expensive—both historically and relative to similarly rated EM peers like Bahrain, Jordan, and some African sovereigns. We're waiting for more attractive entry points,' Gendy added. Dual strategy Meanwhile, foreign investors remain active in the local currency market, particularly in short-term EGP-denominated instruments, which offer net yields above 20%. These instruments are attractive due to their short duration and limited interest rate sensitivity. 'We view these as high-yielding, short-term carry trades. Entering now—before the Central Bank of Egypt (CBE) resumes its rate-cutting cycle—offers the potential to lock in gains, especially by extending into longer-dated bonds,' Gendy said. The CBE, which cut overnight interest rates in April and May for the first time in over five years, has since paused. However, markets anticipate up to 300 basis points (bps) of rate cuts in the second half of the year. As a result, foreign investors are pursuing a dual strategy: investing in short-term treasury bills (3, 6, and 12 months) to capture current high yields of 20–22%, while also positioning in 3- and 5-year bonds to benefit from potential price appreciation as rates decline. Mohamed Abu Basha, Head of Macroeconomic Analysis, at EFG Hermes, noted that while there were significant outflows during the Israel-Iran tensions, these have been fully reversed and that market has actually seen net inflows since the ceasefire was reached. 'With the Finance Ministry increasing its issuances, and the CBE slowing its pace of easing, yields have edged up slightly—by 40bps on average for short-end of the curve and 14bps for the longer end. When foreign participation in auctions dips, local investors typically tend to push for higher returns,' Abu Basha told Zawya. Foreign investors currently hold an estimated 25–30% of Egypt's local currency debt, according to Abu Basha. Looking ahead, tangible progress on privatization will be crucial—especially as Egypt aims to become a regular issuer in international markets, targeting $3–4 billion in annual issuance. 'While the lack of progress may not immediately impact the debt market, it's a key risk we're monitoring. Delays in asset sales could trigger a domino effect,' Gendy warned. 'Foreign investors have continued to add to their positions, and the EGP has appreciated. That seems to reflect confidence in Egypt's reserve position, especially after last year's Ras El Hekma deal as well as more recent improvement in the current account balance,' Basha said. Egypt plans to raise EGP 3.2 trillion ($65 billion) in the domestic debt market in FY 2025/26, up from EGP 2.7 trillion in the previous fiscal year, as the government seeks to refinance maturing debt and plug its fiscal deficit. (Reporting by Brinda Darasha; editing by Seban Scaria)
Zawya
23 minutes ago
- Zawya
UAE's Multiply Group acquires 67% stake in Spain's Tendam for $1.5bln
Abu Dhabi-based Multiply Group has completed the acquisition of a majority stake in Spanish clothing giant Tendam for AED 5.6 billion ($ 1.5 billion), marking its big entry into the European market. The acquisition of 67.91% interest, which is seen to significantly boost the UAE-listed company's operational EBITDA, also marks the investment holding firm's foray into the international retail and clothing space. 'This acquisition marks Multiply Group's strategic entry into the retail and apparel sector,' said Samia Bouazza, Group CEO and Managing Director of Multiply Group. 'By securing a controlling interest in a leading omnichannel platform, we are investing in a future-focused, high-performing business model.' As part of the plan, Tendam will become a platform business under Multiply's new retail & apparel unit, further strengthening its footprint in industries that are consumer-focused. With more than 1,800 points of sale and presence in more than 80 markets, including Spain, Portugal, France, the UAE and Latin America, Tendam is Spain's second-largest apparel group by market share. It is also one of the top omnichannel clothing groups in Europe. At the end of the second quarter of the year, Tendam reported that its sales for the past one year had reached €1.4 billion ($1.5 billion). (Writing by Cleofe Maceda; editing by Seban Scaria)
