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Lipton Carrom Championship Creates Excitement among Blue Collars.

Summary: Lipton, Unilever's premium tea brand recently organized the Lipton Carrom Championship under the theme "Making Local Heroes" in Hot Tea Shops across the Emirates between the 15th of April 09 and the 12th of June 09.

Lipton Carrom Championship Creates Excitement among Blue Collars

'76 Hot Tea Shops compete through their 'local hero for one title'

Lipton, Unilever's premium tea brand recently organized the Lipton Carrom Championship under the theme "Making Local Heroes" in Hot Tea Shops across the Emirates between the 15th of April 09 and the 12th of June 09.

Visitors to the 76 participating Lipton Hot Tea Shops had to drink one cup of tea to register for the Carrom Championship. Carrom is a traditional board game in the Sub-continent that is played on a board of lacquered plywood and is very similar in concept to billiards.

Bachelors including low-income Asian expatriates, laborers as well as taxi drivers enjoy spending their free time in Hot Tea Shops after a long day of hard work under the hot sun. In fact, it is the only affordable place to socialize for many of them. A typical Hot Tea Shop would serve tea, coffee, soft drinks, ethnic snacks, sandwiches and cigarettes. Hot Tea Shops are the perfect venue for these workers to enjoy themselves.

According to Mohammed Saeed, Managing Director, Unilever Gulf, "Hot Tea Shops are an equivalent of Starbucks for the average low-income Asian expatriates. It is a place for them to relax, enjoy an affordable meal, connect with people and make new friends."

The Lipton Carrom Championship which covered 6 Emirates was held over 56 days in which 6,000 contenders competed in 3,000 matches. Each of the 76 participating Hot Tea Shops had one winner who had to compete for the "Area Winner" title (i.e. Dubai, Sharjah, Abu Dhabi) etc. Each Area had one 'hero' representing it and the 'Area Winners' later qualified to compete for the Champion's Trophy. "We thought it would be exciting and entertaining to give these low-income Asian expatriates an opportunity to become Heroes within their communities." added Saeed.

The Carrom Championship final was held on the 12th of June 2009 between the Hero representing Dubai, Naser K., an Adminstration Assistant and the Hero representing Abu Dhabi, Anees A. K., a taxi driver. Hundreds of people flooded the Shams Pakistan Restaurant in Sharjah where the final was held to support their local heroes. Anees beat Naser to win the Champion's Trophy and the 'Lipton Carrom Championship Hero' title.

According to Anees, "This is a very emotional moment for me. I would like to dedicate this victory to the people who have traveled all the way with me from Abu Dhabi to support me this evening. I am thrilled to win the title and would like to thank the Lipton team for giving us the opportunity to enjoy our time." Yes, Lipton can do that! 2009 Al Bawaba (www.albawaba.com)

2009 Al Bawaba (Albawaba.com)

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Publication:Albawaba.com
Geographic Code:7UNIT
Date:Jul 27, 2009
Words:503
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