B4U Aflam, the Arabic-language Bollywood film channel, has announced the appointment of UM Dubai as its new media buying agency for the MENA region.

B4U’s alliance with UM Dubai will not only help the network to grow in the MENA region, but will also help bring B4U Aflam closer to its target audience, the local Arabic population, through tactical planning and innovative thinking. With a new look and fresh packaging to launch in forthcoming weeks, the affiliation has come at an opportune period for the channel.

Ashok Shenoy, B4U Aflam’s Head of International Business, said: “B4U are thrilled to be working with UM for our media buying. When selecting a media buying agency, we wanted to appoint a company that we knew we could trust to not only deliver but to also help us evolve, develop and grow in an ever-changing market. We have confidence that with their extensive knowledge, expertise and networks UM will help us achieve our goals in the Middle East.”

“B4U Aflam’s launch comes in at an opportune time when Bollywood content has gained tremendous traction within the Arab TV market. As such, we are delighted to be given the chance to work on the brand. With perhaps one of the most extensive Bollywood libraries, B4U Aflam is uniquely positioned to satisfy the burgeoning needs for Asian content within the Arab diaspora and we are proud to have been given this opportunity to partner with them across the region,” said Zubair S. Siddiqui, Managing Director of UM Dubai.