Speak Their Language: The Power of Multilingual Radio Advertising in the UAE

In a country as multicultural as the United Arab Emirates, one language simply doesn’t fit all. The UAE is home to over 200 nationalities, with a population that speaks a rich tapestry of languages. From Emiratis to expats from India, the UK, the Philippines, and beyond, brands have a unique opportunity to reach their audience more personally—by speaking to them in their own language.

This is where multilingual radio advertising shines. Whether you're broadcasting in Arabic, English, Hindi, or Malayalam, radio helps you connect with people during their daily commutes, at work, or at home. It’s an underutilised, yet incredibly effective channel for both local and international brands looking to build trust and brand recognition in the UAE.

Why Radio Still Matters in the UAE

Despite the digital age, radio remains one of the most trusted and popular media platforms in the Emirates. In fact, studies show that over 90% of UAE residents listen to the radio every week. Whether it’s in the car, on an app, or through smart speakers, radio offers a consistent and convenient way to stay informed and entertained.

This makes it the perfect place to share your brand message—especially when it's delivered in a language your audience understands best.

The Top Languages to Consider

Here’s a quick look at four key languages that cover a broad audience base in the UAE:

1. Arabic – Reaching Nationals and Arab Expats

Arabic is the official language of the UAE and essential for reaching Emirati nationals and Arab expats from Egypt, Jordan, Lebanon and other MENA countries. Advertising in Arabic shows cultural respect and helps build credibility.

Top stations: Al Khaleejiya 100.9, Noor Dubai 93.9, MBC FM

Tip: Use local dialects and culturally relevant references to build resonance.

2. English – The Universal Bridge

English is the working language for much of the UAE’s population, particularly in business, retail, hospitality, and expat communities from the UK, Europe, and the Philippines.

Top stations: Dubai Eye 103.8, Virgin Radio 104.4, Radio 1

Tip: English ads work well for premium or lifestyle brands and are often ideal for products with international appeal.

3. Hindi – Tapping into South Asian Communities

With Indians being the largest expatriate group in the UAE, advertising in Hindi allows you to reach millions of potential customers with high brand loyalty.

Top stations: City 1016, Radio Mirchi 102.4

Tip: Humour, music, and Bollywood-style jingles perform very well in this segment.

4. Malayalam – Going Deeper into the Indian Market

Malayalam speakers, primarily from Kerala, form a major part of the working and middle-class community in the UAE. They’re highly engaged radio listeners and a great target for FMCG, healthcare, banking, and education sectors.

Top stations: Hit 96.7

Tip: Focus on community values, family, and practical needs when crafting your message.

Advantages of Multilingual Radio Campaigns

Running your ad in multiple languages ensures that your message is not just heard, but understood, appreciated, and remembered. Here’s why it works:

• Builds trust – Speaking someone’s native language creates emotional connection.
• Increases reach – Target specific communities at scale.
• Boosts effectiveness – Listeners are more likely to act when they fully comprehend the message.
• Optimised spend – UAE radio stations offer targeted packages so your ad money goes further.

How OOH AE Can Help

At OOH AE, we work closely with top radio stations across Dubai and the UAE. Whether you're launching a multi-language campaign or want to test the waters with one segment, we handle everything—from scriptwriting and voiceovers to scheduling and reporting.

We also offer cross-platform packages that combine radio with billboards, digital out-of-home (DOOH), airport ads, and even taxi screens to create a full 360° media plan.

See what OOH AE can do for your brand

Real-World Impact

Imagine a real estate developer running three versions of the same ad:

• In Arabic for Emiratis and Arab expats
• In English for professionals and international buyers
• In Hindi for South Asian investors

Each version is tailored to the language, tone, and references of that audience. The result? Higher engagement, more enquiries, and better ROI.

It’s not just theory—it’s what our clients are seeing every day.

Getting your brand on-air

If you're serious about reaching a diverse audience in the UAE, multilingual radio advertising should be part of your strategy. It's cost-effective, highly targeted, and incredibly powerful when done right.

Ready to talk to your audience in the language they love?

Contact OOH AE for multilingual radio packages