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In the year 2020, the world was ravaged by COVID-19 - a pandemic with no precedence and no existing cure. By September 2020 the disease had affected 35,405,847 people and proved fatal for around 1,026,769 people. Countries responded by sealing national and international borders and imposing lockdowns. Offices, educational institutions, and all places where there could be a possibility of a public gathering were closed down. The pandemic also affected the MENA region, especially its economy. The economic activity in the region was expected to contract as businesses were severely disrupted due to the lockdowns. Another major factor to affect the economy of the region was the plummeting demand for oil, which also caused a steep plunge in oil prices. The region was expected to see a loss of USD152 billion in terms of GDP. Since schools, offices and places of entertainment were closed down, people turned to digital communication. Work from home, online education, and video streaming were widely adopted. The governments and telecom companies of the region came forward to help in the adoption of digital communication by modulating regulations and by making digital technology affordable for all. Etisalat, a UAE-based telecommunication company headquartered in Abu Dhabi, launched an array of services to cater to the needs of its customers in all segments - be it domestic or business. Etisalat had always been a pioneer in the adoption of technology in the MENA region. It used its technological finesse to its advantage by dealing with the new demand of its customers during the pandemic.