Latest news with #Afrah
Time Business News
22-07-2025
- Business
- Time Business News
Afrah Asmar: Architect of Nutella's Middle East Instagram Success
Afrah Asmar, a Strategy and Content Manager at MullenLowe MENA from 2014 to 2017, brought strong cultural insight and strategic thinking to digital marketing. She played a key role in expanding Nutella's presence on Instagram in the Middle East, turning the platform into a vital connection point for the region's diverse audiences. Her leadership elevated the brand's visibility and set a benchmark for bilingual content in Arabic and English. When Afrah joined MullenLowe MENA, Nutella was active only on Facebook in the region, missing the opportunity to reach younger, visual-first audiences. Spotting this gap, she proposed and secured client approval to launch Nutella's Middle East Instagram page. From there, she led the content strategy, writing bilingual posts and managing community engagement across the Gulf and Levant. Her work was rooted in cultural nuance, adjusting tone and language to resonate with local audiences, from the warm, family-oriented messaging in Saudi Arabia to the modern, lifestyle tone used in Lebanon, while maintaining consistency with Nutella's global brand. Working as part of MullenLowe's regional team, Afrah led the content direction for Nutella's new Instagram presence. The page grew organically from zero to over 160,000 followers without relying on paid media or influencer campaigns. By July 2022, it had reached 71,277 followers, and by May 2025, it climbed to 160,100, maintaining a steady 0.50 percent engagement rate with an average of 791 likes and 13 comments per post. These results reflected meaningful audience engagement and contributed to Nutella's regional repositioning as a breakfast staple rather than just a sweet treat. One of Afrah's most successful content contributions was the 'Your Name on a Nutella Jar' campaign, which became a hit across the region. She led the content planning and execution for localized markets in Kuwait, Lebanon, Saudi Arabia, and the UAE. The campaign sold over 235,000 personalized jars, including 10,696 in the UAE in just one month. It was named a finalist at the Shorty Awards and earned Silver at the MENA Digital Awards for Best Use of Social Media, credited to Afrah and the MullenLowe team. Afrah also supported Nutella's broader digital strategy in the Middle East, collaborating with cross-functional teams to ensure content aligned with the brand's evolving positioning. Her efforts were recognized by both agency leadership and regional brand stakeholders. The Instagram page she helped build continues to influence Nutella's digital presence in the region and stands as a model for culturally fluent content marketing. With over 16 years of experience in integrated marketing, Afrah has worked across industries including food and beverage, tourism, and banking. She has partnered with global brands such as Coca-Cola, HSBC, Unilever, and Ferrero. Fluent in Arabic and English, she brings deep cultural fluency to every market, adjusting tone, dialect, and creative approach to maximize relevance while maintaining global brand cohesion. Her strategic leadership, localization expertise, and proven track record make her a standout in global digital marketing, particularly in helping brands connect with diverse audiences through culturally attuned, platform-native content. TIME BUSINESS NEWS
Al Jazeera
14-02-2025
- Politics
- Al Jazeera
Africa's leaders must address weaponisation of rape in Sudan's conflict
Today, African heads of states are convening on the margins of the African Union Summit in Addis Ababa to discuss Sudan's devastating conflict and come up with strategies to try and put the country on a path to peace and stability. It is no surprise that Sudan remains at the top of the continent's agenda. Nearly two years into the war, with tens of thousands dead and millions displaced, the country is now the scene of one of the world's largest humanitarian crises. At the centre of this ever-growing crisis are Sudan's women and girls, who are facing a multi-faceted threat due to the widespread weaponisation of rape within the conflict. I have just returned from Renk, a town in neighbouring South Sudan where more than a million people fleeing the war, including women and girls who survived the worst imaginable acts of violence, have sought refuge. In the narrow pathways between the makeshift tents they now call 'home', I spoke with many of them and listened to their stories of pain, loss and shattered dreams. Afrah*, a fifteen-year-old girl whose youthful eyes carry a deep pain well beyond her years, bravely told me about a dark night in September that changed her life forever. She said she was alone with her three siblings – aged seven, four and two – in their family home in Khartoum. The war was getting closer and closer, and her mother had left to try and get funds to arrange for the family's escape South. They first heard gunshots in the distance, and then witnessed armed men breaking into nearby houses, beating and shooting their neighbours. Eventually, two of the men broke their front door down, searched the house and realised Afrah was alone with her siblings. They pointed a gun at her and ordered her brothers away, threatening to kill them all if she refused to obey their orders. Then for almost two hours, they took turns to rape her. She said she tried to remain as silent as possible, fearing if she makes too much noise they may harm her brothers. The soldiers eventually left. Afrah cleaned herself up, checked up on her siblings, and continued to wait for her mother's return. When her mum made it back home a few hours later, and saw what soldiers had done to her neighbours, she was overwhelmed by grief. Afrah decided not to tell her what she endured to protect her from further suffering. Afrah is just one of thousands of women and girls in Sudan who have experienced sexual violence at the hands of fighters. Indeed, rape has become a common weapon of war in Sudan. The perpetrators hardly ever face any accountability, while survivors are left to continue their lives, often in derelict refugee camps, with deep physical and psychological scars and no meaningful support. Sudan's war displaced more than 11 million people, including 5.8 million women and girls. Many of them have been subjected to sexual violence during the war, and they continue to face severe challenges in their places of refuge. Even those who made it into neighbouring countries, such as South Sudan and Chad, are not safe and properly cared for. They have little money or resources, and lack access to adequate healthcare. There is rarely anyone around to help them process and overcome their trauma. In most cases, the only support available to these women are the few safe spaces created by NGOs where they can share their experiences with each other and receive basic medical care. Women and girls like Afrah, who have endured the worst horrors of Sudan's war, deserve protection and safety. Leaders meeting today in Addis Ababa must centre them in their discussions and take immediate action to ensure their long-term care and wellbeing. Caring for survivors is a crucial step in bringing this conflict to a definitive end – only when women and girls like Afrah are safe and cared for Sudan can begin to heal. Today, Africa's leaders must move beyond empty words and take concrete action to protect Sudan's women and girls. They must pressure all parties to the conflict to respect international law, and ensure safe, unrestricted humanitarian access to all survivors of sexual violence. Those in positions of power have ignored the vicious weaponisation of rape in this conflict for too long. This is the time to act. Afrah and thousands of others like her are in urgent need of help. We must not ignore their plight.
Observer
28-01-2025
- Observer
Unique candle creations merge Greek inspiration with Omani artistry
Visiting the studio where she creates her candles, one will easily notice the air filled with the warm, rich scents of natural wax and fragrant oils. With each lovingly crafted piece, she breathes life into ancient traditions while creating something uniquely modern. In recent years, Omani artisans have embraced the candle-making craft as a form of expression, often drawing inspiration from the country's rich history, natural landscapes, and traditional customs. Many local artisans, including Afrah Al Abri, have innovated this ancient craft by using eco-friendly materials and incorporating artistic designs, making their products not only functional but also decorative. The candle-making art scene in Oman has been gaining traction as artisans tap into both cultural heritage and contemporary design. This increase in popularity can be attributed to a blend of traditional practices and modern influences, resulting in unique, handcrafted candles that resonate with both locals and tourists. 'I have always been a fan of Greek art. I read about it through historical books that described the stunning details, where candles were the basic home décor essentials for lighting, dining tables, and ceremony decorations,' Afrah said. During the Roman Empire, Sicily was home to majestic Greek and Roman art preserved in statues, artefacts, and paintings that spoke of ancient myths and legendary tales. Its rich history and culture found their way into everything, even into the art of candle-making. With her creative touch, Afrah reflects the spirit of Greek art in beautiful candles, carrying the essence of Sicily's ancient heritage into the modern world through her 'Sicilia Art' project. The language of candles brings balance to our lives, symbolising warmth and relaxation. They serve as companions for those who cherish moments of reading and solitude, infusing the atmosphere with delicate, poetic fragrances. With a strong commitment to producing eco-friendly candles, Afrah merges her passion for Greek art with the creation of innovative shapes, all enhanced by her boundless creativity. 'The candle-making process begins with selecting the type of wax. Natural soy wax is ideal for creating safe, defect-free candles. Choosing the appropriate wax mould to shape the candle is also a critical initial step. Next, the wax is melted in a container over heat at a specific temperature. Following this, the desired fragrance is selected and added in precise amounts to the melted wax, along with the chosen colour. Subsequently, a wick that suits the candle's shape and size is selected and properly secured in the mould. The final step involves pouring the scented wax into the mould, waiting for it to harden, and preparing the candle for use,' she explained. The Omani candle-making scene is known for its use of natural elements. Artisans frequently utilise locally sourced materials, such as beeswax and essential oils derived from Oman's flora, to create environmentally friendly candles. This approach aligns with the global trend towards sustainability and reflects a growing awareness of environmental responsibilities among consumers. Afrah prioritises using wax free from harmful chemicals and petroleum additives that can lead to respiratory issues. She also incorporates natural aromatic oils and eco-friendly wicks that ensure safe burning. 'I place great emphasis on the safety and health of consumers. My aim is to provide high-quality, environmentally friendly candles, along with a unique and artistic line of decorative products,' she stated. Her artistic approach extends beyond merely shaping candles; she introduces innovation and creativity, which can take her anywhere from thirty minutes to three hours to achieve. This quest for excellence and diversity aims to appeal to all candle enthusiasts while transforming the perception of candle-making from a simple craft into a decorative art form suitable for decor and gifting. 'Recently, candles have become a distinctive choice for gifts due to their beauty, variety, and the intricate details of their scents, colours, and shapes,' she noted. Al Abri has turned her passion for candle-making into a medium for extraordinary expression. Recently, she created a Halwa-shaped candle to celebrate the rich Gulf heritage. 'Inspired by Bahraini heritage, I crafted a candle resembling the famous Bahraini halwa, marking my first official production as a gift for His Excellency the Ambassador of Bahrain to the Sultanate of Oman during the 53rd Bahraini National Day celebrations at the Sheraton Muscat Hotel,' she shared. 'My ambition is to make the Sicilia Art project global and to compete with well-established candle manufacturing companies in this field,' she added.
