Publsh Group and news platform Lana have launched El Nas Lel Nas – Arabic for “People for People” – a community movement that pairs the UAE’s public figures with small businesses across the country.
The initiative, described as the first of its kind, asks business leaders, creators, celebrities and athletes to visit or experience a matched business, form an opinion, and share their endorsement only if they believe in it.
There are no scripts, no payments and no commercial arrangements. Stories published under #ElNasLelNas aim to drive footfall, orders and trade to the businesses featured.
How the El Nas Lel Nas initiative works
Businesses that have been affected by current conditions can apply during a ten-day open window through the website. A panel will review submissions against published criteria and shortlist those that demonstrate the need and the potential for recovery. Matched public figures will then engage with the selected businesses on a voluntary basis.
“SMEs represent a whopping 94 per cent of UAE companies and drive more than half of non-oil GDP. They are built not on corporate capital, but on personal conviction. In challenging times, they don’t need sympathy; they need visibility and customers. El Nas Lel Nas gives the UAE’s most influential voices a channel to direct their care toward the people who need it most. The name says everything – no hierarchy, just people for people. We are proud to bring our network to a movement that is genuinely worth rallying behind,” Anil Bhoyrul, Managing Director at Lana said in a statement.
“As the World deals with ongoing challenges, the UAE’s incredible leadership has ensured that life here remains safe, stable and upbeat. El Nas Lel Nas is our way of honouring that spirit by stepping up as a community to keep our economy vibrant and our small businesses thriving. When we move together, we move the country forward,” Kushal Desai and Sagar Chotrani at Publsh Group further explained.
Several figures in the UAE have joined the movement at launch. “Dubai was built on community, visionary leadership, and a relentless spirit. Together, we will persevere through any challenge, and as always, come out stronger!” Mona Kattan said.
Echoing the sentiment, Zeina Khoury added: “Dubai didn’t just give me an opportunity – it gave me a place to dream bigger, build with purpose, and turn ambition into reality. This initiative is about standing together with small businesses, supporting one another, and emerging stronger as a community”
“We were raised here. We grew up here. This is more than a place; this is our home. This country runs through our blood. And in times like this, we stand united as one supporting our people, our businesses, and our economy. Because together, we don’t just face challenges, we turn them into opportunities,” Ayman Yaman and Ghazy Yaman said.
Applications are open through elnaslelnas.ae. The movement can be followed at #ElNasLelNas.
