Modhesh to come alive

A grinning yellow jack-in-the-box which is spearheading the Dubai Summer Surprises is set to appear on the region's TV screens.

Forty-second commercials in English and Arabic will be screened in Gulf and other Arab countries throughout the summer to promote the Dubai Summer Surprises (DSS), the festival designed to draw shoppers into Dubai malls.

The adverts will be hosted by Modhesh, the yellow DSS mascot which can be seen on grass verges of the city's roads.

Khulood Al Thani, DSS marketing manager, said: "The initial response to the release on TV is encouraging."

Al Thani said the advertisement is designed to paint Dubai as a dream holiday destination by luring viewers to its beaches, hotels and tourist spots.

The 10-week Dubai Summer Surprises opens on June 21 with "Ice Surprises" activities and ends with "Back-to-School Surprises" on September 1.