AXE Middle East Brings #YoureGold Campaign To UAE With Pop Icons Badshah And Grini Leading The Way

For the quintessential Dubai lad, pressure awaits at every corner. Whether it’s looking sleek on the streets, or acing that career changing presentation or even rushing to a date- in the city of Gold; you’ve got to be fresher under pressure!

Confidence is essential and nothing helps you stay more fresh and confident than being unapologetically yourself. Let the world know you’re in charge of every challenge you come face to face with because you are GOLD. Axe Middle East believes that it’s time for men to reclaim their GOLD. To break down the mould of conformity and bring their authentic self forward for the world to witness. Whether you are witty wordsmith or a master musician – you’re realness is GOLD and Axe Middle East celebrates you for it!

To drive the philosophy home, AXE Middle East has collaborated with two pop culture icons that redefine GOLD in their industries- Badshah, the famous Indian Rap artist and Moroccan pop star, Abd El Fattah Grini. They’ve come together to create a never heard before #YoureGold anthem to remind men that as long as you own your confidence and remain unfazed, #YoureGold!  Watch the video on the AXE Middle East YouTube page: https://youtu.be/BVzPFfKvM4M

Badshah and Grini created this chart-topper which is destined to rule the airwaves of UAE in the coming weeks to show everyone what being Gold is. “I’m no stranger to pressure,” says Badshah. “In our industry there is no downtime- you are constantly giving your best and nothing less is acceptable. For me Gold is a state of mind. It’s when I’m in the studio or when I’m performing a sold out concert!  It’s also when I meeting fans on the street or meeting friends after a busy day. When I feel fresh and walk with confidence – THAT is the feeling I want to bring to this collaboration with AXE. The feeling of owning your style!”

“It’s my first collaboration with Sony Music and Badshah” said Grini, while speaking of the collaboration. “Working on a Hindi/Arabic song from scratch was a new and rewarding experience for me. I am very delighted to be part of Axe You’re Gold project.”