Agency Network: 
September 2019


To launch the product range of Mexican ready-to-eat brand Old El Paso across the Middle-East market with a bang, General Mills developed a launch film hero-ing a jingle, built around a new tagline for the region: ‘Si Habibi!’. The launch film aims to introduce Mexican cuisine to the Middle-East homemakers in a way that is fun, customizable and family-friendly.

Film advertisement created by Socialize Agency, United Arab Emirates for Old El Paso, within the category: Food.


Si = yes in Spanish. Habibi = my friend.

Advertising Agency: Socialize Agency, Dubai, United Arab Emirates
Senior Brand Manager At General Mills: Sajjad Hussain
Brand Manager At General Mills: Adil Bashith
Creative At Socialize: Nour Mohammad
Creative At Socialize: Reem Fahd
Creative At Socialize: Alisha Gopiraj
Head Of Production At Socialize: Amr Younis
Senior Account Manager At Socialize: Rhia Samuel
Senior Account Director At Socialize: Ailidh Smylie
Marketing Director And Head Of Food Service At General Mills: Azfar Ul-Islam
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