Guests at the headquarters of Abdul Lateef Jameel Company (ALJ) were treated with songs and folk dances while Al-Malki signed a deal with Adil Izzat, CEO of ALJ’s Daihatsu division, to be the Japanese car company’s brand ambassador.

Together they launched the campaign called “Ya Zain Daihatsu” (Beautiful Daihatsu).

The elaborate arrangement at ALJ’s celebration hall was in line with the position that Daihatsu occupies in the automobile industry and also the respect and prestige that Menahi maintains in society, said Izzat.

He said the signing of the contract with Al-Malki was part of the creative marketing style that has seen Daihatsu spreading its reach during the last three years.

With the portrayal of Menahi, a simple and loveable character, Al-Malki has caught the imagination of the entire Arab world. Izzat said his confidence in Al-Malki has further been reinforced by the fact that even an international organization like UNICEF has chosen him as its goodwill ambassador for the Arab world.

Daihatsu, which is known for its jeep and hatchback cars, has recently launched pick-ups and vans.