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Getting Real with ‘The Entrepreneur’

Hala Badri - du

Hala Badri, Executive Vice President, Brand and Communications at du talks to Kipp about du’s involvement in The Entrepreneur which will debut on October 3rd.


September 30, 2012 9:24 by

Getting Real with The Entrepreneur

Hala Badri, Executive Vice President, Brand and Communications at du talks to Kipp about du’s involvement in The Entrepreneur which will debut on October 3rd.

Why did du decide to get involved with a project like The Entrepreneur?

We wanted to create some competition within the market-to stir things up and highlight the features that are required for the SME market. To send out the message, being an entrepreneur is not just about having that great idea, no it is about passion, commitment, dedication and also proper cash flow. By working on a reality show like this we wanted to encourage the entrepreneurial mindset-and help build an entire generation of innovators who think outside the box: maybe people will stop looking out for jobs but start creating their own jobs.

But why entrepreneurship?

Supporting entrepreneurship has actually been an arm within Du’s Corporate Social Responsibility. From our Stars of Tomorrow programs, to the Freej Series, to growing entrepreneurs and hosting the Microsoft Imagine Cup-fostering creativity and innovation has always been high on the list of things du values.

What is more as we developed our mobile plans for the SME market we realised that there was a real need for a platform which allows SMEs to bring their ideas to reality. The ecosystem of support for SMEs here in the UAE is missing. When you consider the impact SMEs have on the local and global market, providing support to the sector is a win-win situation for all parties involved.

The UAE is a melting pot of cultures and also ideas. One way of supporting the SME market was bring to reality the dreams and visions of some of the country’s finest.

There are so many different ways to encourage entrepreneurship. Is there a reason du chose the medium of reality television?

We chose to go via the reality television format because it is a very accessible format. It is a platform which allows for interaction and emotional engagement from the viewers. It provides the perfect environment for people to sit around, watch and start a greater conversation and discussion about entrepreneurship. We also wanted people to be able to form that connection with the contestant they admired the most-supporting them because they want to see this candidate’s products and services in the market.

Reality TV shows are able to develop that type of hype, anticipation and competition-which is something we really wanted to see. We wanted to highlight the importance of being the best, coming out on top and understanding that the SME market is a highly competitive.


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