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4 Responses

  1. Could someone put Prometheus out of his misery at not being able to fathom the message in this ad? For crying out loud, what in the name of Beelzebub is Masafi trying to say?

  2. 🙂 yup..I couldnt fathom the “Fi” bit either. “Fi” in arabic – afaik – means “in”. So ‘Fi Masafi’ means ‘In Masafi’, I assume.

    I liked the idea of tying the brand name into the headline though – short and powerful? Aids recall. I have seen umpteen TV commercials and ads..though brilliant, at the end of it all, I can’t recall which brand it was for.

    Currently, in the UAE, I think HSBC is doing a good job in maintaining a brand identity in the print medium. The thick red borders around and in their ads always reminds me that its HSBC.

  3. Fi is also used as ‘got/have’. As in ‘Got Masafi?’. Still, water container’s crying ‘got masafi’ is still Esperanto to Prometheus. Are they saying ‘you think you got problems? you never had masafi. now THAT’s a problem’.

  4. Hmmm…yes…it could mean either the cans, containters and coffee makers are thirsty and crying for Masafi 😉 …or…they are crying because you have given them up for Masafi – a healthier alternative.

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