News Desk
MALE’ — For Mohamed Yusuf, the connection to Dhiraagu, the Maldives’ telecommunications giant, has been a fixture of his daily life for nearly three decades. Long before mobile phones reshaped the social fabric of the islands, Yusuf was among the early adopters of the nation’s fixed-line services.
On a recent afternoon at the Al Shaali Marine shipyard, that enduring commitment transitioned from utility to ownership. Yusuf, a long-term resident of the capital, originally from Lh. Naifaru, was officially presented with the second speed-boat grand prize from Dhiraagu’s high-profile ‘Win 2 Speedboats’ promotional campaign.
The handover ceremony marked the culmination of a campaign designed to reward customer retention in a market where loyalty is increasingly transactional. Standing before the Al Shaali Marine Canary 28—a sleek sports craft equipped with a 250-horsepower Yamaha engine—Yusuf accepted the keys from Ismail Rasheed, the outgoing CEO and Managing Director of Dhiraagu.
For a customer who has maintained a consistent mobile subscription for 28 years, the windfall represents more than just a piece of marine engineering; it serves as a tangible acknowledgment of a relationship that has spanned the evolution of Maldivian telecommunications.
“This is a profound joy for me and my family,” Yusuf said, reflecting on the win.
As companies in the archipelago continue to leverage aggressive promotional campaigns to secure their market share, the event underscores the enduring—and sometimes lucrative—value of the ‘loyal customer’ archetype. For Dhiraagu, the campaign serves as a public declaration of the rewards awaiting those who stay connected to their network, turning a routine subscription into a decades-long pursuit of a grand prize.
While the engine purrs and the boat enters the water, for Yusuf, the prize remains a milestone in a nearly 30-year journey with the provider. He expressed gratitude for the opportunity provided by the company, a sentiment that highlights the critical role customer satisfaction plays in the country’s competitive digital landscape.
