Tharaa Labs, a Dubai-based AI content studio and digital agency backed by Pepper Communications Group (PCG), has appointed Mohammed Shahid as Business Director. The move strengthens the company’s leadership team as it scales operations across the MENA region.
Shahid brings over two decades of experience in digital communications, marketing, and business development. Over the years, he has worked with leading agencies such as Edelman, Text100, Ubrik Media, Kreata Global, and Digitally. Notably, he has led commercial growth mandates across diverse sectors, giving him a strong grasp of regional market dynamics.
Strategic role focused on business growth and client partnerships
In his new role, Shahid will lead business development and drive strategic initiatives across key verticals. He will also focus on building long-term client relationships while strengthening Tharaa Labs’ presence in the UAE. At the same time, he will support the company’s expansion plans into Saudi Arabia and Qatar by 2027.
Roshan Mohan, Founder of Tharaa Labs and Group MD at PCG, said the appointment comes at a crucial growth phase. He emphasized that Shahid’s regional expertise and market insight will help the company navigate the fast-evolving MENA landscape.
Shahid, meanwhile, highlighted the growing importance of AI-led content and strategic communications. He noted that Tharaa Labs operates at a critical intersection where brands increasingly compete. He added that he looks forward to building differentiated solutions and delivering measurable growth for clients.
Rising demand for AI-driven content solutions
The appointment follows Tharaa Labs’ recent launch in Dubai. Since then, the company has seen strong demand for its services. These include AI video production, generative content pipelines, brand voice modelling, and multilingual content at scale.
Moreover, industries such as real estate, retail, hospitality, automotive, e-sports, and BFSI-fintech are actively adopting these solutions. As a result, Tharaa Labs is positioning itself as a key player in the evolving digital content ecosystem.
PCG’s 13+ years of experience in India further strengthens this proposition. Its expertise in communications and cross-sector execution enables Tharaa Labs to deliver scalable solutions, especially for brands operating across India-MENA corridors.
About Tharaa Labs
Tharaa Labs is a Dubai-based communications advisory firm and AI content studio. It focuses on delivering AI-powered content, strategic communications, and multilingual campaigns for brands across the MENA region.
About Pepper Communications Group (PCG)
Founded in 2011, PCG is an integrated communications consultancy. It offers services in public relations, media outreach, and stakeholder engagement, helping brands build visibility and strong narratives.
