Al Aan TV has appointed Pirana Advertising as its creative and communications agency for Saudi Arabia and the UAE. The account was previously handled by TBWARAAD.

Based in Dubai Media City and expanding across the Middle East, Pirana will be responsible for rolling out Al Aan TV's communications strategy as the satellite TV strengthens its position in the lucrative Saudi and UAE  markets. The TV station has witnessed strong growth in both countries over the recent months, with female viewers forming the majority target audience.

According to the latest Ipsos Stat ratings as of July this year, Al Aan TV has succeeded in boosting its reach among its target audience in Saudi Arabia since its launch in August 2006. The channel's penetration in July has increased 7% compared to June 2010 and jumped 191% compared to the same month last year.

Al Aan TV has strong ambitions for further growth in the region and is confident that Pirana can support its penetration in the market due to the agency's keen insights into market dynamics. Previously, Pirana has been working on the brand development of another Al Aan TV group company, Kalam TV, in Pakistan, where its strategic inputs had helped in radically increasing awareness about the channel.

Commenting on Pirana's appointment, Kristina Koubar, Head of Corporate Communications for Al Aan TV, said: "As we deliver unique female-focused infotainment content, we need a strong partner who understands our brand philosophy and can aggressively build our presence in Saudi Arabia and the UAE, both extremely vibrant markets for our growth."

"We have been impressed by Pirana's constant involvement in our brand evolution and their knowledge about the region's dynamics. We are therefore confident that they make a perfect fit in taking our brand forward, at a time when we are preparing to make a strong push for universal awareness in KSA," she added.

Speaking about the new win, Pirana Advertising's CEO Imran Irshad said, "Shifting business dynamics mean that businesses are continuously exploring ways to reduce unnecessary costs and remain efficient. Pirana has consistently set the benchmark in offering efficient solutions that maximise the client's communications."

Established in 2006, Pirana has been consistently winning accolades at regional and international media / marketing festivals. The agency boasts of an impressive client portfolio, including Al Rostamani Group, Al Rostamani International Exchange, Otobi in Bangladesh, Etisalat in Afghanistan, Kalam TV, Total lubricants and Qubee in Pakistan, to name a few.