Al Ansari Exchange signs Indian cricketer Sanju Samson as brand ambassador

Indian cricketer will front campaigns across digital, retail and customer channels

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Nivetha Dayanand, Assistant Business Editor
Sanju Samson, newly appointed Brand Ambassador of Al Ansari Exchange, with Rashed A. Al Ansari, Group Chief Executive Officer of Al Ansari Financial Services, during the ceremony
Sanju Samson, newly appointed Brand Ambassador of Al Ansari Exchange, with Rashed A. Al Ansari, Group Chief Executive Officer of Al Ansari Financial Services, during the ceremony
Supplied

Dubai: Al Ansari Exchange has signed Indian international cricketer Sanju Samson as its brand ambassador under a one-year agreement covering advertising, digital content, public appearances and customer engagement campaigns.

The partnership will place Samson across the company’s physical and digital channels as Al Ansari Exchange seeks to strengthen its connection with customers in the UAE and the wider region, particularly among cricket-following communities.

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Campaigns planned across the UAE

Samson has a large following among cricket fans in India, the UAE and other international markets, while Al Ansari Exchange has served remittance and foreign exchange customers in the country for more than 60 years.

We are delighted to welcome Sanju Samson as an ambassador for Al Ansari Exchange. Sanju’s talent, professionalism and commitment to excellence have earned him the respect of cricket fans worldwide. These qualities closely reflect the values that have guided our organisation for more than six decades.
Rashed A. Al Ansari, Group Chief Executive Officer of Al Ansari Financial Services

“This partnership will help us engage more closely with the communities we serve, particularly the large and diverse cricket-following audience across the UAE and the wider region," said Al Ansari. "We look forward to working with Sanju on campaigns that create meaningful connections with our customers.”

Focus on remittance customers

Samson said the partnership reflected the personal role remittances play for expatriate families and communities.

I am proud to become a brand ambassador for Al Ansari Exchange, an organisation that has built a strong reputation for trust and service over many years. For millions of people, sending money home is a deeply personal act that supports families and connects communities across borders.
Sanju Samson

“I look forward to representing the brand and working with the Al Ansari Exchange team on initiatives that bring us closer to customers and cricket fans across the region,” said Samson.

The agreement was signed at Al Ansari Financial Services’ headquarters in Dubai, with Samson expected to appear in selected campaigns and customer initiatives over the next year.

Nivetha Dayanand
Nivetha DayanandAssistant Business Editor
Nivetha Dayanand is Assistant Business Editor at Gulf News, covering aviation, financial markets and commodities. A business and financial journalist with a strong interest in multimedia storytelling, she regularly takes complex financial and economic subjects beyond the written word, producing explainer videos that make them easier for a wider audience to understand. Nivetha has interviewed senior policymakers, business leaders and global financial figures both on and off camera. Her past guests include UAE Minister of Economy and Tourism Abdulla bin Touq Al Marri, Khaled bin Alwaleed Al Saud, a member of the House of Saud and the founder and CEO of KBW Ventures, Jihad Azour, Director of the Middle East and Central Asia Department at the International Monetary Fund and Indian ministers Hardeep Singh Puri and N. Chandrababu Naidu. She has also hosted and moderated panels, conferences and awards shows, bringing her newsroom experience to live conversations on business, finance and the economy. An Erasmus Mundus journalism alum, Nivetha is drawn to stories that affect people directly and to reporting that gives a platform to voices that might otherwise go unheard. She was among the first journalists to speak to Petrofac employees in the UAE about unpaid salaries, broke the news of the planned demolition of Dubai’s well-known “Toyota Building”, and helped set the record straight on widely circulated claims that a giant replica of the Moon was coming to Dubai. More recently, her exclusive interview with EDGE Group CEO Hamad Al Marar revealed how the UAE-based defence group deployed its systems along the country’s shore border and established a geofence around the UAE within 48 hours of the February 28 escalation. Prior to joining Gulf News, Nivetha worked at ITP Media, where she helped launch Finance Middle East, a new publication covering the region’s financial sector. Her role spanned reporting and editing, video production, interviews and events. Across print, digital, and video, she focuses on finding the people behind business stories and explaining why those stories matter to the audience reading or watching them.

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