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Dr Maha Khayat from Saudi Ministry of Culture receives the book.

Kraft unveils 'Original Treasures of Arabia'

Riyadh, February 2, 2013

Kraft Cream Cheese Original from Mondelez International, a global leader in snacks, unveiled the ‘Original Treasures of Arabia’ photo book as a tribute to the region where the product has existed for over 50 years.

The book is the result of the ‘Original Treasures of Arabia campaign’ that  was launched to celebrate the brand’s long standing existence and pay  a tribute to the region where the brand has existed and has been a favourite for over five decades.

The book has been compiled by Lamia Al Rumaih, esteemed judge for this unique photography campaign and includes a number of her spectacular photographs that showcase Saudi Arabia and the region in a very artistic and poetic way.

The campaign’s winning photos by Nasibah Khalil E. Al Khan, Mario Bejagan Cardenas and Chithra Parameswaran Gopinathan Unni are also included in the opening section of this collectible book as their personal memory of the region.

The book was presented to Dr Maha Khayat from Saudi Arabia Ministry of Culture and Information in the presence of  Lamia, Nasibah Khalil E. Al Khan and Maya Nakad from Mondelēz International at a function held at the Seasons Hotel in Riyadh.

The original Treasure of Arabia campaign was launched under the patronage of the Saudi Arabia Ministry of Culture and Information earlier in June 2012 and invited entries from the residents of the region to capture and share powerful images of the ever-changing face of GCC over time.

These visuals were required to depict the Original treasure of Arabia according to the participants accompanied by a short description capturing the essence of the image. The entries were then judged by Mondelēz International panel in addition to Lamia.

Vishal Tikku, the managing director for Mondelēz International in the Middle East said: “It is a big honour for us to present the book to the Saudi Ministry of Culture and Information and are thankful for their patronage throughout our campaign thereby making it more meaningful and a memorable one.”

“We will be happy to share and associate with  the Ministry in encouraging the Saudi youth and the region to contribute in keeping the culture and traditions and heritage alive among the citizens of tomorrow through our participation and support,” he added.

Thanking both the Saudi Ministry and Kraft Cream Cheese for implementing such campaigns in the region, Lamia said, "These open new horizons and provide avenues to showcase their talent and fulfil their dreams."-TradeArabia News Service

Tags: Saudi | Kraft | Arabia | Mondelez |

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