30-second TVC developed by Milkshake Media; currently airing on CNBC Arabiya

Dubai, October 14, 2009: Dubai Islamic Bank (DIB), the world's first Islamic bank, announed today that it has completed production of its first television commercial (TVC), which was created and produced by Milkshake Media. The 30-second TVC, which has been produced in both Arabic and English, is currently airing on CNBC Arabiya TV.

The TVC, which will air over three months, focuses on DIB's wide range of achievements in the Sharia-complaint financial service space, while also emphasising the bank's core Islamic principles. Highlighting DIB's contribution to the construction and development of landmark mega-projects - such as the Palm Islands and Dubai International Airport - the TVC also addresses the bank's focus on meeting the individual needs of its nearly 900,000 customers across the UAE.

"At a time when most firms worldwide are cutting their marketing budgets, we have invested in increasing awareness of the bank, its heritage and values," said Kashif Moosa, SVP & Acting Head of Corporate Development, DIB. "During periods of financial instability, there are always significant opportunities to seize market share by increasing share of voice - and that can be done in a very cost-effective manner. "

Economic downturns create significant opportunities for small companies to grow bigger, and for large, disciplined firms, like DIB, to become the dominant forces in their sector of activity, Moosa said, pointing to a Bain & Co. study that showed that, during the US recession of 1990-91, twice as many companies leaped from the bottom of their industries to the top as did so in the years before and after. "There's no question," Moosa said, "that an increased advertising spend can help us continue to consolidate our position as the premier Islamic bank in the country."

Dubai Islamic Bank's new TVC, titled "Pride & Joy," was shot on location at DIB Capital Offices in the Dubai International Financial Centre. "It was a pleasure working with Milkshake Media, and we were impressed by the professionalism and talent of the entire cast and crew," added Moosa.

"The premise of the commercial is to demonstrate that DIB is a solid and steady bank that customers can depend on, especially in these challenging times. More than three decades after the bank was established, our core values of integrity, reliability and innovation remain at the heart of our brand proposition. This TVC has been prodcued to reflect those values."

As exclusive sponsor of CNBC Arabiya's weekly "Murabaha" programme, covering Sharia-complaint financial, investment and trade activities, DIB features in the show's opening and closing credits, programme promos and break bumpers - airing its 30-second TVC between segments. "Murabaha" airs on Tuesdays at 9PM, repeating on Wednesday at 5:30PM.

To watch DIB's new TVC, please visit: www.alislami.ae

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About Dubai Islamic Bank:
Dubai Islamic Bank (DIB), established in 1975, is the first Islamic bank to have incorporated the principles of Islam in all its practices and is the largest Islamic bank in the UAE. DIB is a public joint stock company, and its shares are listed on the Dubai Financial Market. The bank enjoys a reputation as a leader and innovator in maintaining the quality, flexibility and accessibility of its products and services.

The bank currently operates 57 branches in the UAE. As part of its expansion plans announced in early 2009 and in line with its aim to ensure customer satisfaction through accessibility, DIB will increase its nationwide network to 64 branches by the end of this year. In addition to regular, full-service branches, DIB is also planning to launch Express Banking Centres, which will provide fast, efficient services to DIB customers at various convenient locations like shopping malls, hypermarkets and megastores

By the end of 2009, DIB forecasts that the bank's total customer base will increase by approximately 15 per cent, reaching some 900,000 customers, while its retail assets business will grow by approximately 20 per cent.

DIB has been proactive in creating partnerships and alliances at both the local and international level. The bank has established DIB Pakistan Limited, a wholly owned subsidiary. DIB has also opened its first representative office in Turkey to enhance its access to that market. DIB has also acquired a stake in Al Khartoum Bank and in Emirates and Sudan Bank, as well as contributing to the launch of Jordan Dubai Islamic Bank.

DIB has won the respect of its peers around the world for many years, and its leading position has been reaffirmed by the 34 awards that it has won in 2008 across diversified areas within banking, be it retail, corporate or investment banking. The bank was recently named "Best Islamic Bank" for the 4th consecutive year by Banker Middle East magazine. DIB has also received many awards from international organisations, such as the prestigious "Bank of the Year" award from The Banker (Financial Times), along with prestigious accolades from UK based Euromoney and NY based Global Finance magazines.

For further information, please contact:
Nicholas Nesson / Ghaleb Zeidan / Gunjan Chaurasia
ASDA'A Burson-Marsteller
Dubai, UAE
Tel: 971-4-3355969
Fax: 971-4-3356080
E-mail: n.nesson@asdaa.com / g.zeidan@asdaa.com / g.chaurasia@asdaa.com

© Press Release 2009