As global markets navigate a landscape of uncertainty, the UAE continues to stand as a beacon of stability and resilience. While business leaders across the region have applauded the nation’s defence mechanisms and leadership, one Dubai-based advertising firm is moving beyond words and into action.

NextWhat Advertising has unveiled a massive, self-funded tribute billboard at the Dubai World Trade Centre Roundabout. In a move that breaks industry norms, the agency has bypassed commercial revenue to dedicate one of the city’s most premium outdoor spots to a message of solidarity and love for the UAE leadership.

The billboard, strategically located in the parking area facing the flow of traffic from Emirates Towers toward Zabeel Road and facing the iconic Sheikh Zayed Road, carries a heartfelt message honouring the strength, wisdom, and commitment to unity that defines the UAE’s path forward.

A first for the industry

While Corporate Social Responsibility (CSR) campaigns are common, they are almost exclusively funded by clients. NextWhat is pioneering a different path: the billboard owner acting as the benefactor.

“Typically, we see clients using CSR funds for these types of messages. Among outdoor media players, we are the only ones right now who have done this entirely on our own,” says Tanvir Shah, Founder and Managing Director of NextWhat Advertising. 

“We’ve spent our own money and used our own premium space, no sponsorship, no clients, to show our genuine gratitude for the safety and leadership the UAE provides.”

From Mumbai to the world stage

The man behind the move, Tanvir Shah, is a first-generation entrepreneur with a legacy of Thinking Big. A graduate of Mumbai’s prestigious Sydenham College and a veteran of The Times of India, Shah launched his first venture in 1992. Today, his footprint spans India, Sri Lanka, and the UAE.

Under Shah’s leadership, NextWhat has become synonymous with unmissable brand experiences. By dedicating their state-of-the-art digital and large-format sites to a national cause, the company is demonstrating that in the UAE, the bond between the private sector and the state is built on more than just commerce; it is built on shared resilience.

United we stand as a family

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Today, as business leaders and residents alike confront uncertainty, they do so not as guests in a foreign land, but as a united family standing in defence of the home that has embraced them. This bond has been forged through years of shared milestones and a collective belief that, regardless of origin, hearts can beat as one for the Emirates.

“The UAE has given us extraordinary opportunities and unwavering support. Just as it welcomed us during times of prosperity, we stand with it now in moments of challenge. We are not merely expatriates or guests; we are family. Irrespective of nationality, we have consciously chosen this country as our home, and we hold it close to our hearts. Our loyalty has only grown stronger through the trust and confidence shown by the nation’s leadership. This land has embraced us with dignity, and the least we can do is stand by it. At the end of the day, we are one,” concluded Shah.

In a powerful message of national unity, His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, has called on everyone across the nation to raise the UAE flag over homes, buildings, and institutions.

The call underscores a renewed emphasis on national identity, collective responsibility and social cohesion, reinforcing the flag’s role as a unifying symbol across the country.

Sheikh Mohammed said the UAE had navigated recent challenges with strong unity, emerging more cohesive and aligned across all segments of society, including citizens and residents, as well as public and private sectors.

“The UAE faced recent challenges united and has come through them stronger and more cohesive. Everyone stood behind one flag,” he said.

“The UAE flag reflects our strength and what we have built as a country. I invite everyone to raise it across homes and workplaces.”

He added: “We take pride in our country, our President, our Armed Forces, our economy, and all citizens and residents who move this country forward every day.”

Sheikh Mohammed further urged that the flag be raised across every home and building, describing it as a reflection of unity and a shared sense of belonging.

The initiative highlights the importance of national identity and shared values, while recognising the contributions of individuals and institutions across the country, including frontline teams and those supporting the UAE’s continued development.

It also reinforces that raising the flag is a collective expression of solidarity, reflecting cohesion across society and a shared sense of belonging.

As the city navigates a complex month of regional shifts and unsettled weather, Parkin Company, Dubai’s largest provider of paid public parking, has launched a timely initiative to revitalise local commerce. The new Spot for Shops programme, unveiled on Thursday, allows motorists to offset their parking fees by supporting neighbourhood shops across the city.

Turning parking into local support
Under the new scheme, customers making qualifying purchases at participating small businesses can have their parking fees credited back to their Parkin wallet. The validation process is handled seamlessly via the Parkin app using the customer’s mobile number.

“Small businesses play a vital role in Dubai’s economic landscape,” said Osama AlSafi, Chief Operating Officer at Parkin. “By connecting parking with everyday retail experiences, we are making it easier for customers to access neighbourhood destinations while supporting the city’s growth.”

The first wave of ‘Hidden Gems’
The pilot phase, set to go live in early May 2026, includes 15 initial outlets. High-profile neighbourhood staples such as the legendary Ravi Restaurant, Beirut Blendz, Cycle 2 Cycle, and Naif Bakery are among the first to join the programme. This move is expected to significantly boost footfall for community retailers at a time when residents are staying closer to home due to intermittent rainfall and regional travel caution.

Navigating a shifting landscape
The launch comes as the Dubai entertainment and music industry continues to pivot toward localised experiences. With international event schedules being recalibrated due to the ongoing regional crisis, the “Spot for Shops” initiative aligns with a broader city-wide trend: a return to community-centric living.

How to claim your parking cashback:

1. Park: Use any paid Parkin space near a participating business.
2. Pay: Complete your initial parking fee via the app or SMS as usual.
3. Shop: Visit a participating outlet (look for the Spot for Shops signage).
4. Validate: The merchant validates your parking via your mobile number.
5. Earn: The cashback value is credited instantly to your Parkin wallet.