With over 40 years of retail experience within the region alone, CEO and Managing Director of Giordano Middle East Ishwar Chugani has truly consolidated his presence as an industry legend with his steely Indian business acumen, complemented by a commitment to service that’s unmistakably Pinoy. A De La Salle University graduate, he was born and raised in the Philippines, where three generations of his family lived. Imbued with distinctly Filipino values, Ishwar, who often refers to himself as “Dugong Bumbay, pusong Pinoy” (of Indian blood, and a Filipino heart) partly credits his Bacoleño upbringing for helping him get to where he is today: “Like every fun-loving Pinoy, I like to enjoy life and meet new people. Due to this, I am able to manage different nationalities well, and I am easy to get along with.”
Being included in Forbes Magazine’s Top 20 Indian CEOs in the Arab World for three consecutive years (2015, 2016, and 2017), as well as speaking at the MAPIC Conference in Cannes France – the most prominent international property retail event – are among his top achievements. Alongside these accolades, Ishwar’s steadfast work ethic and constant support have won many hearts within the Filipino community in the UAE. He was also appointed by the Federation of Indian Chamber of Commerce (Philippines) as the first Global Ambassador of Goodwill for the UAE.
In 2019, Ishwar bagged the title of Retail Professional of the Year at the Middle East Retail Awards for his work in steering Giordano to enter and thrive in markets that span beyond the Middle East. Now, he has begun planting seeds of Giordano’s franchise in Mauritius.
De la Salle Montessori International’s lasting legacy will always be providing a bright start for many children in Dubai. For over two decades, the Filipino-founded nursery has provided exceptional early learning to a community of multi-cultural students, shaping their young minds towards academic excellence and nurturing them with the tender-loving-care Filipinos are known for.
The school has produced over 4,000 young achievers to date. For years, DLSM has been running its recurring Bright Start program which provides scholarships to students that need financial help. They also have an annual “I Care” charity drive, which benefits orphans in Baliuag, Bulacan. This year, they have also partnered with the Dubai Police and Dubai Immigration in their employee happiness initiative.
“We help bring up consciously evolved children who will work hard to achieve their highest potential and become successful global citizens of the future who have a life-long love of learning, a strong sense of family values, who lead with dignity, follow with discernment, value diversity, think independently, care about the environment and the world at large and foster peace and harmony,” says school Director Ian Chu-Guerrero. (more…)
The brand recently launched an online ad featuring local Filipino personalities to introduce the V20 smartphone in the region.
With the release of the new vivo V20 in the emirates and the rest of the GCC, Filipinos have been placed at the center stage as part of the brand’s latest communication initiative. With the official slogan ‘Be the Focus,’ the campaign featured local personalities including artists, fashionistas, and performers from the community.
The cast included painter and sand artist Nathaniel Alapide, poet Danabelle Gutierrez, magician Normando Macalinao, fashion personalities Gweys Soriano, Valentino Montuerto Jasmin, Ivan Cabatit, Khel Recuenco, and Anna Llagas, beauty and lifestyle influence Nina Carpio, fitness professional Jevily Florida Painagan, photographer/entrepreneur Hyku Desesto and dancers CL Frostyle Trasmano, Cath Kaye Sabayle, RJ Ubungen, Jhayr Bueno, Jake Pelaez, and Paolo Gabriel Benitez.
Ivan Cabatit & Khel Rcuenco – Stylists & Fashion Personalities
Anna Llagas – Model & Entrepreneur
Jevily Florida Painagan – Fitness Professional
Norman Macalinao – Magician
Nathaniel Alapide – Sand Artist
Christopher ‘CL Frostyle’ Trasmaño – Dancer
Catherine Kaye Sabayle – Dancer
Rj Ubungen – Dancer
Jhayr Bueno – Dancer
Jake Pelaez – Dancer
Paolo Benitez
Filipinos, despite their strong presence in the region, have always been under-represented and portrayed in mainstream media in very stereotypical support roles. Hence the campaign was welcomed as a breath of fresh air, which provided timely acknowledgment to the Gulf’s third-largest ethnic community.
Speaking to Illustrado, personalities and community leaders shared their reactions to the campaign.
Seeing Filipinos in the spotlight in the latest vivo campaign makes me proud Filipina. From the style to the attitude, this campaign has carved a unique niche in delivering what the market would want to see. Filipinos are now really taking a step to have a spot in the light, and that is something that the world has to see because there is still more to what meets the eye. Filipinos shine from within, but when the light is focused on us, we can illuminate, inspire, and uplift more lives.
Sherizze Sean Curate Acot, Artist & Model (UAE)
I feel proud to see Filipinos as ambassadors of the brand. We are diverse, talented, enthusiastic, dedicated, and most of all, artistic – perfect for the brand to put its focus on. It’s time for Filipinos to be in focus.”
Jason Roi Bucton, Community Leader (UAE)
Being a Filipino myself I couldn’t be more proud to see our kababayans in a mainstream campaign. It’s about time that we are put in the spotlight as our contribution in many industries is undeniable knowing that Filipinos are one of the most active users in social media and one of the biggest consumers in the world today.”
Hilarion Oliver, Influencer (KSA)
I can say that it’s about time. First of all, the ad itself is vibrant, confident, and upbeat. It resembles who we are now. I think the time is right; it’s time to harvest. If you go back to EON’s survey, the Filipinos, compared to other expats, are the ones who are not afraid to spend. We got a taste, we know our brands, and we love eating out and shopping. We are the top consumers in the UAE, so we might as well put ourselves in the spotlight as the fire starters, the makers, the movers, and the influencers. We are the indelible ink in UAE-sphere.”
Agnes Marelid, Brand Philippines Proponent (UAE)
It was indeed a proud feeling to see Filipino talents to be part of such an amazing campaign that highlights and gives focus to our pool of creative minds in the community. Kudos to Vivo Arabia #BeTheFocus!
Bethoven Filomeno, Teacher & Photographer (UAE)
As a Filipino myself, I feel proud to see Filipinos in the mainstream mobile ad. As we are known as the number one social media users in the world, and we give more organic traction to brands online.
Junie Sorsano, Influencer (UAE)
It makes me feel more relevant in a diverse country like the UAE. Filipinos deserve this kind of opportunity, not just to be seen but also to be appreciated more. We contribute more than only as manpower, but as talents and creatives of this fast-paced society.
Mau Piodena, HMUA (UAE)
Nothing makes us prouder than to finally see Filipinos be the main focus for a regional campaign! Our efforts for the International community to see us in a bigger, brighter, and a different light is such an accomplishment. It inspires every Pinoy to reach further for their dreams and aspirations. We’re getting the respect and recognition we deserve! Mabuhay and Taas Noo palagi Pilipino”
Leslie Fiestan – Artist (KSA)
BeTheFocus with vivo is truly a remarkable campaign! It does not only highlight the awesomeness of Filipino spirit and traits but also showcases the diverse and world-class Filipinos who, just like any other nationalities, deserve the spotlight, and yes – focus!
Maria Josephine Abina, Business Leader (Oman)
I love vivo’s wonderful piece on the journey and impact of the Filipinos who’ve made a difference through the years in the Middle East. As a Filipino, I am deeply grateful for the wonderful support and emphasis on our story that acknowledges our resilience, adaptability, and how strongly capable we are of anything we wish to overcome.
Rian Miranda, Entrepreneur (KSA)
It made me feel so much pride as a Filipino seeing an all-star cast in a campaign like this. Seeing fellow Filipinos who are top caliber within their field makes me raise my flag. Filipino represent! Truly world-class!
Elton Lipanta, Artist (UAE)
Behind the Campaign
Asked about how the campaign came to be, Othmane Oubrahim, GCC Head of Brand at vivo shares, “I have lived here for more than 16 years and one thing that stands out in this country is the diversity that we have. We have over 200 nationalities in a population that’s relatively small, maybe 10 million. But one group of people that stands out whether they work in high profile positions or mundane jobs are Filipinos, who, for the most part, always seem to have incredible hidden skills or hidden talents that we feel the vivo V20 can help bring out in them. The whole point of the V20 is to be the focus. And I think it’s about time that we shine that focus on that Filipino community to bring out more than just their nine to five jobs.”
He continues, “As is true of every vivo phone, we change the game with innovation. We change the game with specs, prices, and the technologies we create, which other brands adapt and adopt. That’s a perfect fit with the Filipino community because they have their unique style, take on life, and this infectious positivity that we feel is the perfect match with the V20.”
Check out the official BTS for the #BeTheFocus campaign
Roxie Negrillo, Business Unit Director at PHD Media – vivo’s agency in the region, cites the brand’s natural link with the Filipino community, “I see a very strong affinity with vivo and the Filipinos because both have a challenger story. Filipinos are challenging the region’s norms, and we are known for our grit, our passion, and our perseverance.
She adds, “I’ve seen a transformation in the way we Filipinos are portraying ourselves in the region. We are evolving into a different breed. We are more confident, more fearless, and we have more grit than ever. There are so many talented Filipinos out there. And this is something we must showcase. This collaboration with vivo is something special because we are telling a different story – that the time is now for the Filipinos to be the focus.”
Creative Director at Illustrado Mon Benitez remarks at the natural fit of the campaign with the company’s advocacy, “This was like an extension of what we’ve been doing in Illustrado for the longest time. When this project came, came to us, it was amazing. This fits like a glove and is so much within the DNA of Illustrado. It’s very organic and aligned with our values. This was basically a fun way of showing that Filipino can be fun and fabulous.”
Managing Director Lalaine Chu-Benitez adds, “Filipinos have always been portrayed in a very limited perspective, so for us, this was a great opportunity to show a broader and more diversified narrative for Filipinos. We’re not just behind the scenes; we’re not just in supportive roles; some Filipinos are stars in their own right. And with brands like vivo appreciating the color and the contribution that Filipinos bring to the table. I think it’s an awesome thing for all of us.”
According to Illustrado Features Editor Alwee Villarosa, “Showcasing Filipino talent and what we can do as a collective is one of the better stories to tell out there. We have been trying to share these in Illustrado Magazine. And this campaign is not manufactured; it’s about real people. We’re just happy to be able to share that.”
For many life coaches, their only focus is to help the physical and mental well-being of an individual. Roman Guevarra, however, aims to bring out the mental, emotional, and spiritual wellness of his peers, especially Overseas Filipinos, who are away from their families.
Inspirational life coach Roman leads Rise Up in the region, helping and motivating Filipinos to live their best lives and providing them worthwhile counsel easing them through the sometimes challenging experiences of an expat Filipino. “I do a lot of counseling, group activities, and retreats that aim to help OF’s, especially those who are facing depression,” he says. “Besides our existing spiritual wellness programs in the UAE and other parts of the Middle East, we have also established similar programs such as those in Canada, Libya, Hong Kong, Japan, and the Philippines.”
He adds that helping people who are struggling with depression is his life-long legacy and achievement. He not only helps those who have mental concerns and problems, but through his work, he was also able to pay it forward by training others who would continue to do the same.
For those who want to get in on the action by helping others to be physically, mentally, and spiritually fit, Roman Guevarra says to have more professional and academic training. “This is our lifeblood after all, and I believe that I am born to serve this way.” (more…)
Although Steve Patrick Moore has achieved so much within the sports and entertainment industry in the region having hosted numerous prestigious events in and out of the country, he is not one to rest on his laurels and says the journey still continues.
The sports announcer, host and commentator, who takes pride in his roots of being a Filipino-American, has become an entertainment powerhouse in recent years. In 2019 his wins kept pouring in with his involvement in numerous World Cup-related sports events in various countries while being part of initiatives like the 24-Hour Walkathon for Cancer Society and Walk for Diabetes. He has also worked for projects such as the Urbanation music concert series in Abu Dhabi, World Beach Games 2019, Intercontinental Beach Soccer, Dubai 30×30 Fitness Challenge, ADNOC Abu Dhabi Marathon, and UAE Warriors Fighting Championship.
On his success mindset, Steve shares that gaining fame and success doesn’t happen overnight. He says, “Always think ahead, dream big and never tell anyone of your next move.” (more…)
Much like his attitude towards fitness as an expert in the field, Renuel Sanchez is a success-driven individual who works with consistent dedication to achieve and help others achieve every goal. As a leading personal trainer in the UAE armed with a diverse set of qualifications, Renuel has served as the General Manager of MMA Fitness Center for the past 8 years. Alongside training others to be the best versions of themselves, Renuel has put his athletic abilities and his passion for fitness to good use, having spearheaded numerous charity initiatives which include Charity Fight Nights for the benefit of orphanages, laborers, as well as a Breast Cancer Awareness campaign.
While being a General Manager is no easy task, Renuel regards this as one of his greatest career achievements. Having started out in the fitness industry with little to no experience, he has admirably worked his way up within the highly competitive space, cementing his presence as a top instructor in the field. Wanting his journey to embolden fellow Filipinos to be hungry and ambitious, Renuel expresses: “Filipinos can significantly progress in their line of work, and reach leadership positions if they work hard. I used to work 12 to 15 hours in my first few years here in Dubai because I wanted to earn a lot and learn more about the fitness industry. It’s no surprise, but hard work really pays off.”
Now, pursuing his life calling, Renuel works as CEO of Shield Ezentials, a health product and lifestyle business that, not only helps strengthen the immune system, but gives income opportunities back to a growing number of Filipinos in his community back home amidst these challenging times. (more…)
At the heart of their enterprise is the intent to be agents of positive change. Entrepinoy’s story is a compelling mix of extraordinary pro-people environmentally sustainable products, coupled with the mission to help solve a significant societal issue.
Established by Chairman Sheryll Bacay Agbing and partners Jessie Quintilla, Gertie Quebral, Hyden Restificar, and Chito Hernandez, Entrepinoy utilizes the entrepreneurial spirit to realize initiatives and collaborations that will support farmers in the Philippines. Their pilot product, Organic Rice, is part of their larger advocacy to help agricultural workers in impoverished towns back home while at the same time providing consumers the new generation of sustainable, socially-responsible high-quality products from the Philippines.
As a social enterprise, Entrepinoy strives to thrive within a unique business model that is both profitable and transformative. The founders believe in the ability and potential of businesses to accomplish commercial success whilst providing invaluable support for people. In line with the recent launch of Barako Coffee, Entrepinoy augmented its operational strategy, focusing more on creating a unique customer experience and work-for-purpose approach. While the team is focusing on environmentally friendly and ethical products to add to their portfolio, they also continue building relationships within the community in order to grow their customer base sharing the story of their advocacy.
“Through this, we hope to achieve our mission of creating a positive impact within the community and make the world a better place, while at the same time accomplishing our entrepreneurial goals,” says Chairman Agbing.
One cannot simply talk about the UAE’s dynamic dance scene without mentioning seasoned breakdancer Christopher Lawrence Frostyle Trasmaño – who has undeniably brought the underground culture to a greater arena with his unique flair. Besides empowering several budding dance professionals through mentorship, as well as having spearheaded one of the most prominent hip hop competitions in the region (Titan Dance DXB), Christopher has given voice to much of the untapped talent synonymous with Dubai’s dance community through serving as a brand ambassador for companies like Nike. He even has a Guinness World Record to his name, dancing for the longest time at a motion-sensing dance game marathon. If you haven’t seen him, or his hair, in events, concerts, or music videos, you’ve perhaps seen his work choreographing for and collaborating with international artists. Adding to his repertoire of industry work, he has recently danced on stage with well known Bahraini Platinum Records artist, Hala Al Turk, and he too has worked alongside LA Music Records choreographing a music video for Ada Satka and Dmadd – which, was aired across Europe, the Middle East, and the USA.
As a Filipino who has advanced as well as elevated his craft, Christopher shares that for other Filipinos who aspire to the same that making relationships is instrumental: “Based on my experience, it’s always important to be professional with every single one of your projects, agents, and clients because your longevity in the scene will be largely determined by how you have positively impacted others.”
The pursuit of what he loves has brought Nathaniel Alapide to where he is now — a comfortable and scenic work spot where he gets to do what he does best, topped with the reputation of an artist who has added to Dubai’s unique imagery to the world.
A prominent sand artist in the UAE, Nathaniel first got interested in the art when he created a grand display of love for his grandmother – which soon paved the way for opportunities outside of the Philippines.
Having found a home at Dubai’s Rixos Premium, JBR, where he transferred after a prolific stint at the Jumeirah Beach Hotel, Nathaniel creates ephemeral sand art pieces that have gained international recognition and have contributed to the city’s points of interest. This year saw him being commissioned to do art for Hazza Almansoori, UAE’s first astronaut. He was also featured on Italian National Television, the UAE national news agency WAM, Gulf News and Khaleej Times among other platforms. Nathaniel also created an art installation for DIFC Art Night.
The Filipino creative community takes pride in having Nathaniel as a representative of an art form that is far from the usual. The humble artist says he takes comfort in knowing that he made a contribution in his own way, “That somehow I was able to enrich the art community and the culture here even just for a little bit.”
One of the most influential DJ’s in Dubai is a proud Filipina who continues to break boundaries in a land far from home.
Pauline Moreno Craig has been a mainstay in Dubai’s music and events scene since 2009, being the first female techno DJ in the city and one who landed significant events and clubs in the region. With unparalleled talent in a male-dominated industry, Pauline has earned much praise, giving her counterparts a run for their money. While she has long been a prominent name in the arena and has poured her heart out to every beat, Pauline has also followed another passion – teaching.
Being an educator has long been her goal, and she stands out as the one Filipino teacher in her school’s primary department. She hopes to see more kababayans in international schools, proving that Filipinos can provide world-class education. “We need to stand out, be ambitious, have clear goals and be willing to put in the hard work to reach them.”
In the future, Pauline plans to give back home and do volunteer teaching work. If the stars align, her dream is to open a school and help children reach their fullest potential back home.
