Serviceplan Middle East and BMW AGMC Craft a Fragrant Tribute to the UAE's Rich Heritage

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.

Beyond celebrating the nation’s rich heritage, the campaign honours the nation’s legacy as a beacon of harmony, home to over 200 nationalities shaping their success stories.

Limited to just 53 exclusive pieces, Al Watan 1971 is a tribute to the UAE’s enduring spirit, blending notes of amber, oud, leather, and patchouli, available for a select few to experience exclusively at BMW AGMC showrooms. A fragrant reminder of the UAE’s timeless unity and boundless pride.

Kenneth Barnes and Aashna Gopalkrishnan, associate creative directors at Serviceplan Middle East explained, "The UAE is a canvas for countless extraordinary individuals, each writing inspiring and heartfelt stories everyday that people want to hear. These narratives enrich its legacy, and make this nation their cherished home away from home. Yusuf Bhai has been an inspiration - not just to us, but to the world. Collaborating with him to capture the spirit of the UAE in a way only he can has been an absolute privilege.”

Ziad Boghdady, director - marketing and customer life cycle management, AGMC added, “It has been truly exciting to bring a fresh idea to life—one that is not only captivating and memorable but also deeply reflects the spirit of the UAE. At BMW AGMC, we continuously strive to craft unique and meaningful experiences for our customers, and creating Al Watan 1971 with a legend like Yusuf Bhai is undoubtedly a highlight of that journey.”

The campaign launched on Eid Al Etihad across BMW AGMC’s social media channels and swiftly captured the internet’s attention, rising to the Top 3 trending posts within just a few hours. It went viral, sparking conversations and widespread sharing—not just among car enthusiasts, but across the entire UAE.