Ramesh Babu Fifty Years of Creativity in the UAE Advertising Industry

Indian Advertising Legend Ramesh Babu: Five Decades Shaping UAE’s Visual History Ramesh Babu, an eminent Indian advertising designer, has etched his mark on Dubai’s visual memory, chronicling the transformation of the UAE’s advertising industry over more than five decades. His storied career stretches from the 1970s, when the field relied on hand-painted artworks, to the rapid advancements in the digital era, making him a living testament to the country’s advertising evolution. Arriving in Dubai on April 16, 1974, via ship from Bombay, Ramesh Babu set foot at Port Rashid with little more than artistic skill and determination. “I arrived in Dubai on April 16, 1974, aboard a ship from Bombay. The voyage took four days, and my first stop was Port Rashid. From there, I began looking for work. A few months later, I heard about a vacancy in a small advertising company that had only two employees,” Ramesh recalled. His entry into the profession was marked by a compelling hand-painted ad for an ice cream company. “I was asked to create an advertisement for an ice cream company. I painted the ad entirely by hand — depicting old Dubai, with abras and traditional buildings alongside the product’s brand name. That artwork earned me my first job in advertising,” Ramesh recounted. The 1970s saw every advertisement painstakingly illustrated by hand. “Everything was done by hand back then,” Ramesh said. “There were no computers or digital photography. I used to spend an entire day painting a single advertisement with brushes and pens — something that can now be completed in minutes.” In 1977, Ramesh Babu founded his first advertising company in Ajman, initially named Nayana International and later renamed Eye Advertising in 1982. Through these ventures, he collaborated with major global brands such as Canon and O General, as well as local UAE businesses that have since blossomed into major enterprises. “In 1992, I established Al Oyoon Advertising in Dubai, which has remained based in Baniyas Square ever since,” he said. “Many of the companies I started working with were small back then, and today they are billion-dirham corporations. I feel proud knowing their first advertisements were designed by me.” Despite challenges faced during the COVID-19 pandemic and the gradual decline of print advertising, Ramesh’s passion never wavered. His office, filled with a treasure trove of print memorabilia, resembles a museum dedicated to UAE advertising history. However, after more than five decades, he has decided to retire. “Now, I am preparing to return to India after more than 50 years in the UAE. It’s time to rest after a lifetime of work.” During the UAE’s Tolerance Day celebrations, Ramesh reflected on the country’s welcoming spirit. “This country helps everyone — not only those who live here but everyone who engages with it. The UAE has always been my home. I have lived here for 51 years and never once felt like a stranger. Everything here is easy — people, government, and economic departments — all are so cooperative. It’s a safe, generous country that gives everyone the opportunity to succeed.” To young professionals aspiring to join the advertising world, Ramesh offered this thoughtful guidance: “Advertising is a beautiful field for those who love art and thinking differently. Hard work pays off — I recently received a Guinness World Record certificate for the longest career in print advertising, spanning 47 years and 77 days in the UAE. I wanted this achievement to inspire the new generation and show how dreams can come true through dedication and persistence.” As he bids farewell to his second home, Ramesh Babu carries with him a legacy of creativity, perseverance, and gratitude. “The UAE gave me the opportunity and embraced me. Now, as I prepare to return to my homeland, I carry with me its love, its spirit of tolerance, and my story of success.” Team V.4-EM-UAE