One thing that you cannot miss in Dubai this summer is Modhesh.
This yellow cartoon character is the mascot for Dubai Summer Surprises shopping festival. It invites people to visit the malls and take advantage of the mini shopping festival happening these days. There is also a theme park based entirely on modesh. It’s called Modesh Fun City.
Modesh is slowly becoming the icon of Dubai.
People have love-hate relationship with Modhesh. Some people love it. They think it’s the most adorable thing they have ever seen. At the same time, there are people who are sick and tired of Modesh mania.
Since this is my first year in Dubai, I am not yet tired of it. In fact, I barely notice the banners and statues of Modhesh mounted around Dubai, unless someone shows me. Plus I understand I live in a materialistic city with consumerism at its peak so I really can’t be bothered by this seemingly harmless imaginary creature whose sole purpose so make people spend more money. I don’t even have any kids who would start shouting and jumping with joy at every sight of modhesh. I am least annoyed.
Have you ever seen marketing campaigns going to such lengths that it becomes the identity of a city?
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