AIVI Launches Brand Anthem ‘Own Your Vibe’ Featuring Zena Emad And Karma

AIVI Apparel Group has unveiled its new brand anthem, ‘Own Your Vibe/3ala Jawwak’, featuring Saudi singer Zena Emad and Indian rapper-songwriter Karma, as part of a music-led brand campaign aimed at strengthening recall and connecting with younger audiences.

The campaign addresses two key challenges associated with launching a new brand name,building top-of-mind awareness and ensuring consumers remember and pronounce it correctly. According to Vaishali Shenoy, who shared details of the campaign on LinkedIn, AIVI chose music as the vehicle to address both.

The anthem has been positioned as more than a launch film, with the campaign using music to communicate AIVI’s approach to individuality and personal style.

“Every brand has a story. AIVI chose to give its story a sound,” Shenoy said in her post, adding that a catchy brand anthem can help build recall while creating a stronger association with the brand.

The campaign brings together Zena Emad and Karma to create a cross-market musical identity, combining Saudi and Indian talent. The track is designed around AIVI’s broader message of self-expression, encouraging consumers to embrace different versions of their personal style.

The campaign’s central message,“AIVI. Own Your Vibe. You find more of you in every style.”,extends the brand positioning into music, with personality reflected through style, mood, movement and voice.

The project was developed by Cheil Middle East & Africa, which served as the creative agency. MEVIA handled recording studio and video production, while FTAforbrands served as the music marketing agency.

The campaign also reflects the growing role of original music and brand anthems in marketing, as brands increasingly look beyond traditional advertising formats to create distinctive sonic identities and memorable consumer touchpoints.

With ‘Own Your Vibe/3ala Jawwak’, AIVI is using music not just as a campaign asset but as a tool to establish its personality, strengthen brand recall and communicate its proposition of individuality across markets.