Idrees makes Dubai go blue with ‘Changing Tree’

Abha Garyali Peer |

Founded in 2015, Changing Tree, a creative and tech company based in Bangalore, has gained recognition for its expertise in harmoniously merging creativity and technology, often referred to as the CT Effect. The company has recently taken a significant step in its growth journey by establishing an office in Dubai, expanding its presence to the Middle East. In a conversation with Adgully, Idrees, the Founder and CEO of Changing Tree, sheds light on why Dubai serves as the ideal location for their expansion and introduces their new "blue campaign." Excerpts:

Please share your entrepreneurial journey with us? What inspired you to become an entrepreneur?

My entrepreneurial journey has been a thrilling adventure, filled with uncharted territories, experiences, and lessons. What inspired me to become an entrepreneur was the belief in thinking differently and recognizing untapped opportunities. I began this journey by identifying a market gap and realizing that the fusion of creativity and technology could address brand challenges. This realization led to the birth of Changing Tree. I've always held a deep conviction in the power of execution. It's not just about having knowledge; the real power lies in implementing that knowledge. Becoming an entrepreneur, for me, was about following my passion, pursuing what I loved, and making a meaningful impact in the world.

Changing Tree is quite a unique name. What is the motto behind naming it so?

"Changing Tree" is not just a name; it's a promise. Picture a tree, with one side barren and the other lush. The barren side represents businesses stuck in old ways, but the green side signifies the potential they can achieve with a little help. "C" in Changing stands for Creativity, breathing life into ideas, and "T" is for Technology, providing the tools to soar. Therefore, just like that tree, with creativity and technology, businesses can change and grow.

You have recently ventured into the Middle East by opening an office in Dubai. What made you take the brand overseas to Dubai?

Our vision is to have a global footprint, allowing businesses across the world, regardless of their size, to benefit from the CT Effect (creativity and technology). Dubai, with its reputation as a hub of innovation and forward-thinking, serves as the perfect getaway. Its strategic location, connecting the East and West, aligns seamlessly with our mission. Choosing Dubai as our first step toward global expansion was an instinctive decision, introducing the CT Effect to a region ready for transformative change

The Middle East, as we know, is the hub for creative and tech companies. What, according to you, sets Changing Tree apart from the competition?

Absolutely, the Middle East is indeed a hub for creative and tech companies. However, what sets Changing Tree apart is that we're not solely a creative or a tech company. We are a distinctive blend of both, where creativity and technology converge to craft innovative solutions for our clients. This unique combination is at the heart of what differentiates us from the competition.

What are the marketing and creative strategies adopted by the organisation to win the Dubai market?

Our approach to conquering the Dubai market was marked by a meticulously designed three-phase campaign filled with suspense and intrigue. The culmination of this campaign was an impactful reveal where we introduced Changing Tree as the driving force behind Dubai turning blue. Beyond this, we actively participated in networking events and established a strategic digital partnership with the prestigious Icon Awards in Dubai. Leveraging our established reputation and recognized work in India, we've paved the way for our success in Dubai, cultivating valuable referrals and trust in the market.

Your new ad campaign is brilliantly shot. What is the significance of the color blue in it?

Thank you for noticing our campaign. The colour blue holds special significance for us as it represents our brand. It signifies the fresh and innovative approach that Changing Tree is introducing to the Dubai market. Blue is our way of making a statement about the change and energy we bring with us.