Dubai-based advertising veteran Ramesh Babu enters Guinness World Records for longest career

Dubai: A long-time Dubai resident has entered the Guinness World Records for his five-decade stint in print advertising.

Ramesh Babu, who has been in the UAE since 1974, has been officially recognised for the “longest career in print advertising (male) spanning an extraordinary 47 years and 77 days, from 12 June 1977 to 28 August 2024.”

The citation from Guinness World Records says: “Your unwavering dedication and passion for the industry, demonstrated over nearly five decades, is nothing short of inspiring. This remarkable milestone not only highlights your personal commitment and resilence but also stands as a testament to the enduring impact you’ve made within the world of advertising.”

Babu is a pioneer in the UAE’s advertising industry. In the early days, before the advent of digital tools, Babu’s expertise lay in handcrafting advertisements. He meticulously designed ads using calligraphy pens and spray painting devices, showcasing his dedication to the craft.

His office in Baniyas Square is a museum of papers, magazines, slides, cinema, radio and TV advertisement material. Filed copies of Gulf News and other newspapers from the 1980s, magazines from yesteryears, and pamphlets that he helped draw up fill his room.

“My entry into the Guinness World Records is recognition of my hard work over 50 years. I thank my friends in the industry and my family who have supported me and helped me achieve this global award,” Babu said. “There is no substitute for hard work. I encourage the younger generation to step into my shoes and take this amazing profession forward.”

Babu spent his early years in Kannur, Kerala, where he discovered his passion for drawing and design. After a four-day journey by ship from Mumbai, Babu arrived in Dubai on April 16, 1974.

He worked odd jobs to gain a toe-hold in the country, and then got a break in an advertising company. Having learnt the ropes, Babu started his own company in Ajman in 1977, Nayana International, which was rebranded as Eye Advertising in 1982. He then started another advertising company in Dubai, Al Oyoon Advertising in 1992, named after his father who was an eye physician. That’s when he moved his office to the current address in Baniyas Square.

“I am proud to say that I helped design some of the first advertisements published in Gulf News and other English and Arabic newspapers in the Gulf,” he says. “I used my design and drawing skills to bring out the best in the products that were displayed.”

Babu also created advertisements shown in movie halls, mostly open-air ones whose shows started at 8pm. “At one point in time, I did not have to pay to see any movie. I could just walk in because the staff knew I was the person who produced the advertisements.”

Eventually, ads for nearly 50 clients from Abu Dhabi to Ras Al Khaimah found their way into print, radio, TV, and cinemas.

Babu’s long-standing career in advertising has won him great respect, and his inclusion in the record books reflects his steadfast dedication to the field.