How PRYPCO Blocks’ ‘Habba Habba’ campaign is taking over the internet, with more than 6 million views on its hero video

Gulf Network

With over 6.3 million views and creators putting their own spin on the concept, a familiar regional expression is giving people a new way to talk about owning a piece of Dubai.

A campaign can introduce an idea. What happens next depends on how people respond. For PRYPCO Blocks’ ‘Habba Habba’, the story is moving beyond its unlikely cast of characters into content from creators bringing their own personalities to the concept.

Since launching on 1 October, the campaign’s hero video has surpassed over 6.3 million views. Creators including Rashed Al Falasi, Ebrahim Almreasy, Dima and Chaza have filmed their own interpretations, extending a story that asks: what would it mean to own a Habba of Dubai?

Behind the humour is a practical proposition. Through PRYPCO Blocks, people can invest in a fraction of a Dubai property starting from AED 500. ‘Habba Habba’ gives that proposition a memorable identity and room for others to tell the story themselves.

“People kept asking us, ‘What is fractional ownership?’ That question is exactly why we created ‘Habba Habba’. We wanted to give people a way to understand the idea and feel confident talking about it themselves. Seeing creators take that concept and explain it in their own voices tells us the message is sticking. For us, making property ownership more accessible starts with making it easier to understand,” said Essa Ibrahim, Co-founder and President, PRYPCO.

Property investment comes with its own vocabulary. Returns, valuations and asset allocations can make it feel like a conversation reserved for experts.

‘Habba Habba’ starts with a word people already use, turning fractional ownership into something audiences can picture, discuss and share.

The hero film brings this to life through comedy and unexpected characters. A sushi chef, a finance professor and a Viking join an increasingly surreal attempt to explain what it means to own a Habba of property.

The joke is the elaborate effort involved in explaining an idea the audience has already understood.

A story people can make their own

Creator interpretations take that idea into different settings, introducing it through voices audiences already follow. The phrase provides a recognisable starting point while leaving space for individual personalities.

The Habba Habba audio, available across Spotify, Apple Music, Instagram and TikTok, offers another way to participate and discover the campaign.

For PRYPCO Blocks, this participation brings fractional ownership into everyday conversations, supporting its wider “Ownership for Everyone” mission.

The 6.3 million views mark a milestone in reach. What follows is an opportunity to turn attention into curiosity, helping people reconsider the assumption that Dubai property investment requires buying an entire apartment.

Investment still requires understanding the risks and making informed decisions. The campaign makes that first conversation easier to enter, with a simple idea to remember: you can start with a piece of Dubai real estate.

Habba Habba.