What would it be like if talking to your family costs money in real life?

Definitely people would cut their sentences short saving words thus saving money, based on this answer we took the situation a little bit far by creating a new lingo that made any conversation understandable in just few words.

And because of the new family bundle where you can call your family for free, comes our message to the consumer; cut anything short except for your conversations with your family because now you can call them totally for free.

Through research and focus groups of men and women in their late twenties, mid-thirties; we learned how these new moms and dads have huge responsibilities towards their little families, they always look for an upgrade for their families, but the economic status in Egypt is not only taking away that upgrade, it also made them more cautious about their spending like never before making their dream of upgrade even harder.

Etisalat new family bundle enables them to reach each other totally for free also gives them the total control to divide the bundle units among them as they wish, in other words it gives them the upgrade they wish for their families.

Ahmed Helmy as a celebrity was the right choice for the target audience as he himself had hard times before hitting it big, they look up to his inspiring story, they see him as one of them.