Businesses cash in on revolutionary fervour

Cairo: A neon sign above the October 6 Bridge in Cairo promotes a mobile phone service provider with the national flag used as a background.

A beer commercial tells viewers to "be manly because Egypt needs strong men".

Egyptian manufacturers and businesses have been capitalising on a popular revolt that toppled long-standing president Hosni Mubarak in February to reinvigorate sales of their products that have suffered due to a political turmoil and economic slackness.

"I think this is a cheap way to do business," said Hassan Sayed, a law student. "Those businessmen who manipulate the revolution to make gains are not different from the heartless tycoons in the Mubarak era who showed no heed to people's feelings and interests."

Sayed believes that such "manipulative ruse" will backfire.

"People, for example, cannot accept that photos of the martyrs [protesters killed during the revolt] be used in an advertisement for cooking oil or ghee [butter]."

At least 846 people were killed and more than 5,000 injured in 18-days of protests against Mubarak's rule, according to a fact-finding commission.

Patriotism

The Egyptian market is now teeming with products taking advantage of a surge in patriotism unleashed by the anti-Mubarak uprising. The national flag with its red, white and black colours features prominently in promoting an array of products ranging from tissue papers to dresses.

Many cars crawling on Cairo's often-snarled roads hoist different sizes of the national flag and sport on windscreens stickers glorifying the anti-Mubarak revolt.

In the run-up to Ramadan, date merchants named their products after the revolution and the army.

Egyptians feel grateful to the army for taking their side during the revolt that forced Mubarak to step down after 30 years in power.

"There is nothing bad about calling the best types of dates the ‘revolution' or the ‘martyrs'," said Sabri Abdul Naeem, who works at a Cairo hotel. "This is one way to pay tribute to this landmark event. Also it reflects the sense of humour for which the Egyptians are popular," he added. "Moreover, it helps reactivate the slack market."

Several economic sectors, mainly tourism, have borne the brunt of a lack of security and political uncertainty over the past six months.

Abdul Naeem suggested that manufacturers and promoters of such products "donate" a portion of their earnings to charity and for poverty reduction in the country.

"Using the national flag to market certain products and services is not something new in Egypt," said Safwat Al Allem, a marketing professor.