BMW AGMC: Seven Emirates. One Essence.

Serviceplan Middle East, in collaboration with BMW AGMC, proudly celebrated the UAE's rich heritage and boundless diversity with a remarkable Eid Al Etihad 53 campaign, honouring the spirit of unity that defines the nation. At its heart lies a partnership with a true national treasure, the legendary perfumer Yusuf Bhai, to craft something extraordinary—Al Watan 1971, a limited-edition fragrance made from ingredients handpicked from every corner of the UAE. The campaign, brought to life with TribeWNos, follows Yusuf Bhai as he embarks on an inspiring journey across the emirates in a classic BMW. Along the way, he discovers ingredients from nature that reflect its diverse landscapes and cultural richness, blended together to create a scent that is unmistakably UAE.