All posts by Neel Achary

Mumbai, Feb 23: OmniScience Capital has released a comprehensive report on retirement solutions highlighting the structural risks embedded in them. The report titled “The Science of Retirement Planning : Navigating Hidden Risks in a Long Retirement” underscores that retirement success is not determined solely by the starting corpus, but by how effectively that capital withstands inflation risk, longevity risk, and market volatility — particularly sequence-of-return risk over multi-decade horizons. The analysis evaluates four approaches — Fixed Deposits, Life Annuity, Systematic Withdrawal Plans (SWP) using hybrid funds, and an equity-biased aggressive strategy — assuming an initial corpus of Rs 1 crore, annual income requirement of ₹6 lakh in today’s terms and survival up to age 100.

Income Sustainability and Depletion Risk

Under conservative assumptions, a Fixed Deposit approach could see capital depleted by the mid-70s, with income already falling short of inflation-adjusted requirements by over 50% by age 70. A conventional SWP approach could face depletion risk by the early-80s, with deficits widening to over 30% by age 70. A life annuity may provide lifetime income continuity, but because payouts remain fixed, purchasing power erosion could result in deficits, potentially crossing 30% by age 70 and over 80% by age 100.

Table 1 : Nominal Corpus Levels over Time under Different Retirement Solutions

Table 2 : Annual Payouts Needed vs Received under Different Retirement Solutions

In contrast, an equity-biased aggressive strategy could potentially not only avoid depletion within the horizon examined but generate growing surpluses relative to inflation-adjusted income requirements — rising from single digit surplus at age 70 to over 30% by age 100.

Breakeven Corpus Levels

Recognising that a ₹1 crore corpus may not sustain inflation-adjusted income over a 40-year retirement horizon, the study also estimates the breakeven corpus required as a multiple of annual expenses.

Traditional fixed-deposit and insurance annuity-based structures could require close to 40 times annual expenses, conventional SWP structure could require roughly 30 times annual expenses. An equity-biased aggressive strategy could potentially sustain long-term income at approximately 20 times annual expenses.

Table 3 : Breakeven Corpus Required for survival until 40 Years after Retirement

Navigating Retirement Risks

Each retirement structure addresses certain risks while leaving others exposed. Fixed Deposits provide stability and predictability but may struggle to protect purchasing power depleting capital if income gaps are funded from corpus. Life Annuities eliminate longevity risk by guaranteeing lifetime income, yet do not adjust adequately for inflation. SWPs introduce growth potential to combat inflation but remain vulnerable to sequence-of-returns risk, particularly during early market downturns that can permanently impair capital.

An equity-biased strategy that maintains a dedicated debt portion as a buffer while keeping the remainder invested in equities could help navigate these shortcomings. By funding withdrawals from the debt bucket during weaker market phases and linking payouts to a fixed percentage of portfolio value, the approach aims to reduce the need to sell equities at depressed levels while retaining the ability to compound over time.

Since this approach allocates significant part of the investment corpus to equities and with the inherent volatile nature of equities it is expected that the portfolio value will fluctuate significantly. The suggested withdrawals which are defined as a percentage of the portfolio value would also vary in rupee terms. Hence, for the initial 3 to 5 years investors should be prepared for the portfolio volatility and the lower payouts in the rupee terms if markets are unfavourable (sequence of returns risk).

The infographic below illustrates how these vehicles compare across key retirement outcomes.

From sunrise balloon ascents over ancient desert landscapes to moonlit cinema beneath some of the clearest skies in the region, the AlUla Skies Festival is set to transform the heavens into a stage from 17 April to 26 April 2026.

Recognised as Saudi Arabia’s—and the Gulf’s—first officially certified International Dark Sky Park, AlUla offers a rare celestial canvas protected from light pollution. For adventurers, culture seekers and stargazers alike, the 2026 edition promises perspective as grand as its landscapes.

SKYRISE: Mass Morning Hot Air Balloon Flights

One of the festival’s most anticipated highlights, SKYRISE, will see 30 hot air balloons ascend together in a breathtaking coordinated display. Ten balloons will accommodate paying guests, who will be collected from 4- and 5-star hotels in AlUla and transported to the launch site before dawn.

The flight path offers panoramic views over the UNESCO-listed Hegra, Saudi Arabia’s first World Heritage Site. From intricate Nabataean tombs carved into sandstone cliffs to sweeping desert valleys, the experience delivers unmatched photographic opportunities before guests are returned to their hotels.

Hot Air Balloon Glow Show

17 & 18 April | 24 & 25 April 2026

As daylight fades, the sky transforms into a luminous theatre. The Glow Shows combine music, acrobatics, projection mapping and choreographed light displays with up to 12 illuminated hot air balloons firing their burners in synchronised rhythm. The result is a dramatic spectacle of light, sound and fire set against AlUla’s iconic desert backdrops.

VOX Moonlight at Maraya

Cinema meets desert magic at VOX Moonlight Cinema, hosted at the world’s largest mirrored building, Maraya. Guests can enjoy the latest film releases under open skies, surrounded by panoramic desert views.

Classic VOX favourites—popcorn, sliders, soft drinks and slushes—are available, while those seeking an elevated culinary experience can dine at Maraya Social by Michelin-starred chef Jason Atherton.

Tethered Hot Air Balloon Experience

17–26 April 2026

For visitors seeking a shorter yet equally thrilling experience, tethered balloon rides at Al Manshiyah Plaza will lift guests up to 50 metres into the air, offering panoramic views of AlUla’s dramatic sandstone formations and oasis landscapes.

House of Constellations

17 April – 02 May 2026

Returning to AlUla Old Town, the House of Constellations blends astronomy with storytelling heritage. This immersive activation features:

• Interactive installations
• A 360° planetarium with specially narrated content
• Telescope observations from Old Town Fort
• Guided celestial storytelling sessions led by Rawis

Anchored in AlUla’s historic amphitheatre, the experience bridges science and culture under pristine night skies.

Festival Concert: Nancy Ajram Live at Thanaya

23 April 2026

Arabic pop icon Nancy Ajram will headline a major festival concert at Thanaya. With 11 studio albums, multiple chart-topping hits and over 4 billion YouTube views, Ajram is widely recognised as one of the most influential female artists in the Arab world. A three-time World Music Award winner, she has helped elevate Arabic pop to global audiences and continues to shape the region’s contemporary music landscape.

About AlUla

Located approximately 1,100 km from Riyadh in north-west Saudi Arabia, AlUla spans 22,561 km² of extraordinary natural and cultural heritage.

Its highlights include:

• Hegra – Saudi Arabia’s first UNESCO World Heritage Site
• Dadan – Capital of the Dadan and Lihyan kingdoms
• Jabal Ikmah – Home to thousands of inscriptions and rock art carvings
• AlUla Old Town – A labyrinth of over 900 mudbrick homes dating back to the 12th century
• Hijaz Railway – A key chapter in regional history

With towering sandstone mountains, lush oasis valleys and archaeological treasures spanning millennia—including Nabataean and Roman eras—AlUla is fast becoming one of the Middle East’s most compelling cultural destinations.

New Delhi, Feb 23: Vijaybhoomi University, India’s first liberal professional university, signed a global academic partnership with KEDGE Business School, France. This collaboration brings together Vijaybhoomi University with AACSB accreditation and KEDGE Business School, a globally ranked institution holding the prestigious triple-crown accreditation of AACSB, AMBA, and EQUIS.

This partnership will benefit students by providing access to world-class education frameworks, cross-border academic exposure, clearly defined global mobility pathways, and strengthened industry connections across Europe. The institutions aim to develop collaborative academic initiatives, including exchange opportunities, progression pathways, joint programmes, and enhanced research and faculty engagement. The announcement highlights the growing importance of international collaboration in education to prepare students for an interconnected global education and economy.

Commenting on the partnership, Mr. Sanjay Padode, President, Vijaybhoomi University, said,

“Our partnership reflects a commitment to creating globally relevant learning experiences for our students. By collaborating with a globally respected, triple-crown-accredited institution, KEDGE Business School, we are going to expand international pathways for our students that combine academic excellence with real-world industry exposure. Our vision is to prepare students confident, globally aware, and professionally competitive.”

Alexandre de Navailles, Directeur Général / CEO, KEDGE Business School, stated,

“The event was special as we are now officially partnered with Vijaybhoomi University as part of KEDGE’s continued commitment to expanding its global footprint. This collaboration will strengthen KEDGE’s global presence and reinforce our commitment to delivering high-quality international education in India. We aim to build sustainable academic collaboration that connects Europe and India in powerful and lasting ways.”

Elaborating on this, Céline Davesne, Associate Dean Programmes & International, KEDGE Business School, said,

 “India represents one of the most dynamic education landscapes in the world, and this partnership enables us to provide top-tier education and international exposure to students. By working closely with Vijaybhoomi University,  our focus in the future will be to design impactful academic pathways for students who want to experience integrated learning exposures and collaborative academic programmes in India.”

The Memorandum of Understanding (MoU) was signed in the presence of Mr. Sanjay Padode, President, Vijaybhoomi University; Alexandre de Navailles, Directeur Général and CEO, KEDGE Business School; and Céline Davesne, Associate Dean Programmes & International, KEDGE Business School, in the presence of senior academic leaders and renowned media persons, where both institutions highlighted their shared focus on innovation, employability, and experiential learning as key pillars of the partnership.

Ras Al Khaimah, 23 February 2026: Ras Al Khaimah Economic Zone (RAKEZ) has signed a strategic Memorandum of Understanding (MoU) with the Environment Protection and Development Authority (EPDA) to establish a structured and efficient approval framework for new industrial activities across priority sectors in the emirate.



The MoU was signed by Ramy Jallad, Group CEO of RAKEZ, and H.E. Dr. Abdulrahman Al Shayeb Al Naqbi, Acting Director General of EPDA. The agreement introduces a streamlined verification and environmental approval process covering the cement, chemical, and general industrial sectors. The framework has been developed in close alignment with RAKEZ’s HSE Department to ensure seamless coordination between regulatory and operational functions. The collaboration aims to enhance regulatory clarity, accelerate licensing procedures, and ensure full compliance with environmental standards while supporting sustainable industrial growth in Ras Al Khaimah.

Under the new framework, industrial companies will benefit from a faster and more streamlined environmental approval process, making it easier to move projects forward with greater clarity and efficiency. The MoU also ensures coordinated handling of expansion and modification requests, with clear guidance on environmental requirements from the outset. This structured approach enhances transparency for investors, and strengthens collaboration between EPDA and RAKEZ HSE to support sustainable industrial growth.

Beyond approvals, the partnership enables enhanced knowledge sharing, technical alignment, and joint training initiatives between EPDA and RAKEZ’s HSE teams to further strengthen environmental governance and promote best practices across the industrial ecosystem.

Commenting on the partnership, Ramy Jallad, Group CEO of RAKEZ, said, “This collaboration reflects our shared commitment to balancing industrial growth with environmental responsibility. By aligning processes and enhancing coordination with EPDA, we are creating a more predictable and efficient framework that benefits investors while upholding the highest environmental standards.”

H.E. Dr. Abdulrahman Al Shayeb Al Naqbi, Acting Director General of EPDA, added: “This Memorandum of Understanding with RAKEZ represents a significant step forward in our shared vision of integrating world-class environmental stewardship with streamlined industrial development. By establishing clear, time-bound approval frameworks, we are not only enhancing regulatory clarity for investors in the cement, chemical, and industrial sectors but also reinforcing our commitment to protecting Ras Al Khaimah’s environment. This collaboration ensures that as we facilitate faster business setup and expansion, we do so with the highest standards of compliance and technical oversight, ultimately fostering a sustainable and competitive industrial ecosystem for the emirate.”

RAKEZ is home to nearly 40,000 companies across diverse sectors and continues to strengthen its ecosystem through strategic partnerships that enhance operational efficiency, regulatory clarity, and long-term sustainability.

Every house party follows a familiar pattern: it starts with polite smiles, small talk, and awkward silences before warmth and laughter truly set in. Connections don’t happen instantly, and these intimate gatherings need that perfect ice-breaker to lift the mood and spark real warmth.

McCain Foods India has unveiled its #PartyShuruWithMcCain campaign, addressing this common challenge at house parties: breaking the ice. Created and conceptualised by Schbang, the campaign positions McCain as the perfect ice-breaker through their golden, crispy snacks working in tandem with a catchy jingle that serves as the party anthem to ease awkward tensions and get celebrations started.

With this campaign, McCain strengthens its leadership in the growing in-home celebration and sharing occasions category, reinforcing its role beyond everyday snacking. #PartyShuruWithMcCain is as much a strategic brand move as it is a creative one, expanding the at-home snacking occasion and cementing McCain’s place at the centre of how India actually celebrates at home.

McCain acts as the magnet that brings everyone together. Just like good music transforms the energy of a room, McCain’s restaurant-style snacks, universally loved and instantly shareable, get the conversation flowing, turning hesitation into ease and silence into genuine connection. The McCain jingle becomes the party anthem that, paired with crispy, golden snacks, sparks real warmth and transforms gatherings into lively McCain-wali parties.

At the heart of the campaign is a film that captures this transformation perfectly. It opens on a house party filled with polite small talk and stiff silences. The host, with her sixth sense for bringing ‘maza’ to any gathering, reads the room. Instead of simply asking if everyone’s bored, she breaks into a song sequence with the McCain jingle, a familiar device the audience instantly recognises. The moment McCain snacks are served and the jingle plays, the atmosphere shifts entirely, turning the slow-starting get-together into a lively, warm celebration. It’s a narrative choice that shows the host intuitively understanding what the party needs. This core narrative was amplified through a strategic social media execution across Instagram and Facebook, with content designed to reinforce McCain’s role as the ultimate party catalyst and encourage audiences to make the jingle their own celebration anthem.

Behind the creative execution lies a deep-rooted insight about party dynamics: the #PartyShuruWithMcCain initiative recognises that parties inevitably have that initial lull when people just arrive, combining an infectious musical hook with smart positioning that makes McCain the signal that celebration has officially started. The campaign’s warm, playful approach resonated strongly with young adults and families in top metros who value hosting comfortable yet fun celebrations at home.

Across Instagram and Facebook, the #PartyShuruWithMcCain campaign generated over 12.1 million views and reached 7.9+ million people. The content sparked significant engagement with 4M+ engagements across formats, demonstrating that the campaign’s culturally relevant approach to party ice-breakers genuinely connected with audiences.

Shreyashi Kesari, Head of Marketing at McCain Foods India, says, “#PartyShuruWithMcCain celebrates how Indian families actually celebrate: at home, with people they love, over food that brings everyone together. Our jingle became the party anthem because it captures that crucial moment when a gathering transitions from polite to genuinely fun. Paired with our golden, crispy snacks that deliver restaurant-style taste, we’ve made breaking the ice effortless and turned initial awkwardness into memorable warmth.”

Jitto George, President of Solutions at Schbang, says, “At Schbang, we wanted to tap into a universal truth about house parties. They all have that slow start, that initial lull when people just arrive. We decided to own that moment through McCain’s incredibly catchy jingle, making it the anthem that signals the party has officially begun, paired with their crowd-favourite snacks. Because while every party needs that ice-breaker, only McCain combines the perfect snack with the perfect soundtrack to get celebrations truly started.”

The #PartyShuruWithMcCain campaign establishes McCain Foods India as a snack brand that thinks differently about celebration. One that understands the at-home gathering occasion deeply, and has the creative ambition and strategic clarity to own it.

Hyderabad, Feb 23: A roundtable was organised by Telangana Tourism, bringing together senior representatives from government and industry. The discussion focused on deliberating the institutional role, governance structure, and long-term direction of the proposed Telangana State Medical Tourism Society (TGMTS), while also examining a framework for establishing an integrated Medical Value Tourism (MVT) hub in Hyderabad. The initiative aims to position Telangana as a leading destination for structured and coordinated medical tourism. 

The first session focused on industry expectations from the Telangana State Medical Tourism Society (TGMTS) as the proposed central coordinating body for Medical Value Tourism in Telangana. The discussion examined the envisioned role of TGMTS in stakeholder alignment, facilitation, governance, and long-term sectoral coordination. Participants underscored Hyderabad’s competitive strengths, including strong clinical outcomes, advanced healthcare infrastructure, cost advantages, and a seamless healthcare-hospitality-aviation ecosystem. These assets position the city to capture a larger share of the global medical tourism market. Key deliberations focused on establishing a Telangana Medical Tourism Society to effectively drive policy, global branding, international outreach, ethical self-regulation, and unified industry representation. They emphasised a comprehensive framework featuring transparent grievance redressal, targeted familiarisation programs for global delegates, and a formal licensing system for facilitators to uphold ethical practices, credibility, and consistent patient experiences. 

The second session involved a detailed deliberation on a recommended framework for establishing an integrated MVT Hub in Hyderabad, proposed as one of the five national MVT hubs outlined in the Union Budget. The group deliberated on a green field medical city hub to be created that in a PPP model with hospitals, wellness providers, ayurveda institutes, medical college, research centers, tourism faciliation among others. A detailed recommednation paper would be created for the same. 

India’s medical value travel sector continues to expand under the national Heal in India initiative, with industry estimates placing the market at USD 20.4 billion by 2026 and USD 25–28 billion by 2030, driven by rising global demand, improved visa facilitation, and integrated care delivery.

While Delhi and Chennai have traditionally led the sector, Hyderabad has consistently ranked among India’s top three medical value travel destinations and now seeks to move into a leadership position through the proposed TGMTS. International patient inflows to the city have more than doubled over the past decade, supported by 50+ NABH- and JCI-accredited hospitals, approximately 12,000 hospital beds, strong tertiary-care capabilities, competitive accommodation options, a well-developed tourism ecosystem, and global connectivity through Rajiv Gandhi International Airport, which handles over 31 million passengers annually.

Chairperson of the round table discussion, Ms V. Kranthi, Managing Director, Telangana Tourism Development Corporation, said, “Hyderabad stands institutionally and operationally ready to scale as a globally trusted medical value tourism destination. With our integrated healthcare-hospitality-aviation ecosystem and clinical excellence, we are poised to lead as one of India’s five Regional Medical Value Tourism Hubs under the Union Budget 2026 vision.”

Moderator of the round table discussion, Mr Shaaz Mehmood, industry expert and founder, Medijourn, added, “Hyderabad’s advanced infrastructure, cost competitiveness, and integrated ecosystem make it ideally positioned as one of India’s five Regional Medical Value Tourism Hubs. The proposed Telangana Medical Tourism Society will be at the forefront for policy advocacy, and enable joint international outreach.”

Four Seasons Hotel Mumbai proudly presents official visuals of its newly unveiled 10,000-square-foot ballroom, a landmark venue designed to elevate celebration. Located in Worli’s vibrant cultural and social hub, and designed as a refined spatial experience rather than a conventional banqueting hall, the pillarless ballroom brings together scale, proportion, and thoughtful detailing to create an atmosphere that feels expansive yet intimate. The ballroom, which opened on 29th January, 2026, combines architectural elegance, cutting-edge technology, and the signature personalised service that defines the Four Seasons experience.

 A private arrival porch and dedicated entrance set the tone for exclusivity, leading into a 1,300-square-foot pre-function area ideal for welcome rituals, cocktails, and elegant mingling before guests step into the main hall. At its core lies a 5,700-square-foot uninterrupted volume with soaring ceilings and seamless sightlines, offering exceptional flexibility for weddings, social soirées, milestone celebrations, fashion showcases, automobile launches, and corporate galas alike. Integrated LED panelling across an entire wall, advanced audio-visual systems, and adaptable lighting enable effortless transitions from sunlit ceremonies to immersive evening celebrations.

The design palette of deep blues, nuanced gold accents, and luminous whites creates a contemporary yet timeless setting, while subtle spherical motifs and bespoke finishes lend warmth and architectural rhythm to the space. A live kitchen concept, anchored by a dedicated local maharaj, ensures culinary artistry remains central to every occasion.

“At Four Seasons, we believe celebrations should feel deeply personal and effortlessly grand. This ballroom has been crafted to honour life’s most meaningful milestones where every wedding vow, every toast, and every gathering is elevated by design, service and heartfelt attention”, says Nitesh Gandhi, General Manager, Four Seasons Hotel Mumbai.

In line with the hotel’s dedication to conscious luxury, sustainable principles inform the ballroom’s offerings, including locally sourced menus, collaborations with eco-luxe décor partners, and a zero-waste culinary philosophy that underscores indulgence with responsibility.

The official imagery showcases the ballroom’s grandeur, design details, and atmosphere, offering a compelling preview of what awaits within this iconic space. Now open, the ballroom at Four Seasons Hotel Mumbai stands as the city’s most coveted stage, where impeccable service, architectural elegance, and thoughtful personalisation come together to create occasions that are not merely hosted, but exquisitely experienced.

Mumbai, 23 Feb: Following the lifestyle-driven narrative of Olympic gold medallist Neeraj Chopra discovering Switzerland beyond the expected, Switzerland Tourism has launched an integrated multi-city campaign across Mumbai, Delhi, and Gurugram to amplify the story at scale.

Anchored in Neeraj’s immersive journey through Zurich and the alpine heights of Schilthorn, the campaign positions Switzerland as a destination where urban culture, refined lifestyle, and high-adrenaline adventure coexist seamlessly.

As part of the rollout, the campaign leveraged strategic print integrations across leading English dailies in Mumbai and Delhi, spotlighting the core narrative and enhancing editorial visibility. The print presence lent strong credibility to the storytelling, reinforcing Switzerland’s positioning among premium urban audiences.

To further strengthen mass awareness, the campaign was supported by high-impact Out-of-Home (OOH) installations across airports, premium malls, and key lifestyle districts in Mumbai, Delhi, and Gurugram. The 15-day sustained visibility drive ensured strong engagement across high-footfall urban touchpoints, targeting frequent flyers, young professionals, and aspirational travellers.

By combining impactful print storytelling with dominant outdoor visibility, the integrated campaign delivers both credibility and scale. Through this strategic amplification, Switzerland Tourism reinforces Switzerland’s appeal as a multifaceted destination—where culture, creativity, leisure, and alpine adventure come together in one seamless journey.

Every February 22, Saudi Arabia marks Founding Day, a national celebration of the Kingdom’s origins in 1727. More than a remembrance, the day symbolizes a nation rooted in history and driven by ambition. It reflects how Saudi Arabia continues to redefine its identity and share it with the world through a compelling, future-focused narrative.

Media: The Voice of Modern Saudi Arabia

Media has long been a tool of nation-building. Today, it serves as a strategic bridge between Saudi Arabia and the world, showcasing its transformation, cultural richness, and global openness.

Under Vision 2030, the Kingdom has reimagined its media strategy. It now speaks in multiple languages, uses immersive visuals, and reaches audiences across traditional and digital platforms. The goal is clear: to tell Saudi Arabia’s story in its own words and ensure it’s heard globally.

National Storytelling Through Global Platforms

Saudi Arabia now tells its story through experiences. Events like Riyadh Season, Winter at Tantora, and Formula 1 serve as real-time stages where the world watches a dynamic, modern Saudi Arabia unfold.

 It’s not just what is said. It’s how it’s shown. From fashion and art to production quality and digital interaction, the Kingdom’s storytelling is immersive and intentional. The message is powerful: Saudi Arabia is not only changing, it’s leading.

Tourism and Media: A Powerful Alliance

With over 30 million international visitors in 2025 and a goal of 150 million annually, Saudi tourism is booming. But it’s not growing alone. Media is its engine.

Campaigns highlighting the smart tourist journey, digital convenience, and diverse attractions have positioned the Kingdom as a destination where heritage meets innovation. Visitors come not only to witness but to deeply understand the culture, innovation, and transformation.

Destinations That Speak Volumes

From the ancient wonders of AlUla’s Hegra to the high-tech promise of NEOM’s The Line and Trojena, the Kingdom’s destinations are as diverse as its story.

Whether it’s the coastal charm of Jeddah, the cultural revival of Diriyah, or the natural magic of Abha, Tabuk, and Umluj, Saudi Arabia offers experiences that resonate far beyond its borders.

Smart Media Powered by Technology

Media in Saudi Arabia is not just reactive. It’s data-driven and proactive. With tools like AI, audience analytics, and global influencer marketing, storytelling is both strategic and emotional.

Thousands of digital moments, from the Boulevard Riyadh City buzz to hiking Jabal Al-Soudah, have become global impressions that reflect the Kingdom’s vibrancy.

Founding Day as a Global Media Moment

Founding Day has evolved into a worldwide storytelling event. It features documentaries, social media campaigns, cultural parades, and immersive shows.

These celebrations blend history with modernity, helping international audiences connect with the Kingdom’s deep roots and future-forward vision.

Insight from the Media Sector

W7Worldwide Strategic Communications Agency, conveyed its congratulations on Founding Day, noting that it represents the deep historical roots of the Kingdom of Saudi Arabia and continues to inspire a forward-looking journey of growth and prosperity. The agency emphasized that Saudi media has proven to be a vital partner in national development, playing a key role in shaping the Kingdom’s image and connecting its rich heritage with its ambitious future.

Through an integrated media approach — including press coverage, visual storytelling, creative content, and effective digital engagement — Saudi Arabia is presented as a dynamic and welcoming destination for living, investment, and visitation.

Telling the Story with Purpose and Clarity

Saudi Arabia leads the global dialogue with a confident and authentic voice. The Kingdom actively shapes its own narrative, anchored in deep heritage, fueled by ambition, and supported by a forward-thinking media strategy.

Founding Day embodies this vision. It highlights how a nation celebrates its legacy, defines its identity, and crafts a compelling future for generations to come.

Driver redesign led by Bootlin sees GPIO forwarder library and pinctrl driver merged into Linux 6.18 release. 

(Eindhoven, The Netherlands – Feb 23) AAEON’s UP brand, a leading provider of professional developer boards, is excited to announce that full Linux kernel support for its UP Squared series’ 40-pin I/O header has been officially merged into the Linux 6.18 release.

Following the brand’s 10-year anniversary last May, UP outlined its intention to complete the upstreaming of its DKMS drivers to the Linux mainline kernel. This objective was part of a broader set of initiatives aimed at providing users with a more streamlined route from concept to project deployment.

Upstream support is a goal that AAEON had been working towards for a number of years. However, coordinating the FPGA and Intel® SoCs on UP hardware has made mainline Linux support for the 40-pin header a challenge.

To resolve this issue and assist in pushing the project to completion, AAEON approached Bootlin, a leading embedded Linux and open-source development company. Bootlin’s embedded Linux development expertise was instrumental in resolving the pain points encountered during previous attempts to upstream support for its 40-pin header. By rewriting the pinctrl driver to remove Intel-specific code, adding a GPIO forwarder library, and extending the gpio-aggregator driver to create a reusable library, full upstream support was achieved. As a result, the UP Squared series’ 40-pin header now supports GPIO, I²C, UART, and SPI out-of-the-box on mainline Linux 6.18.

“This achievement is the result of a multi-year effort and close collaboration with Bootlin, and one that will provide a huge benefit to the entire UP community,” said Victor Lai, Managing Director of UP and AAEON Europe. “With upstream integration for our UP Squared series now established, we are already working hard to expand this support across our product family and help even more users transform their ideas into real-world successes.”