Dubai: Tharaa Labs, an AI Content Studio and Digital Agency backed by Pepper Communications Group (PCG), has announced the appointment of Mohammed Shahid as Business Director. The move underscores the company’s focus on strengthening its leadership team as it accelerates growth across the MENA region.
Shahid brings over two decades of experience in digital communications, marketing, and business development across MENA and India. Over the course of his career, he has worked with leading agencies including Edelman, Text100, Ubrik Media, Kreata Global, and Digitally, where he led commercial growth initiatives across diverse sectors.
In his new role, Shahid will be responsible for driving business development, building client relationships across key verticals, and providing strategic direction as the company expands its footprint in the UAE. He will also play a key role in preparing Tharaa Labs for its planned expansion into Saudi Arabia and Qatar by 2027.
Commenting on the appointment, Roshan Mohan, Founder of Tharaa Labs and Group MD at PCG, said, “Shahid brings exactly the kind of regional depth and market intelligence that Tharaa Labs needs at this stage of growth. As we accelerate our ambition across the MENA corridor, having a business leader who understands the nuances of this market and the speed at which it moves is critical. We are delighted to see him step into this role.”
Sharing his perspective, Mohammed Shahid, Business Director, Tharaa Labs, said, “Tharaa Labs is positioned at a compelling intersection of AI-driven content capabilities and strategic communications, a space that is rapidly becoming central to how brands compete in the region. I am excited to be part of building something genuinely differentiated for the MENA market, and look forward to driving meaningful growth for our clients.”
The appointment follows the recent launch of Tharaa Labs in Dubai earlier this month. The company offers a suite of services including AI video production, generative content pipelines, brand voice modelling, and multilingual content solutions at scale. These capabilities are already seeing demand across sectors such as real estate, retail, hospitality, automotive, e-sports, and BFSI-fintech.
Backed by PCG’s 13 years of experience in India, Tharaa Labs aims to leverage cross-sector expertise and scalable infrastructure to support brands operating across India-MENA growth corridors, positioning itself as a key player in the region’s evolving digital and AI-driven communications landscape.
