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Dubai jewellery group launches campaign honouring mothers

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Going beyond the usual promotional activities to celebrate Mother’s Day (Arab) on 21st March, the Dubai Gold and Jewellery Group (DGJG) has launched a first of its kind week-long campaign from 14- 21 March to honour the contribution of mothers.

The campaign will strike a chord with the audience all across Dubai and will leave a positive impact on the UAE society as whole, feels DGJG officials.

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On explaining the rationale behind the campaign, Tawhid Abdullah, chairman, DGJG says, “Mother’s Day (Arab) is an opportunity that we would like to leverage in spreading positivity and awareness on the role of mothers, not only within the family but also towards the community and society. We are conceptualising a year- long tactical campaigns for various occasions. We would like to begin with Mother’s Day (Arab) to give back to mothers who have a positive impact on our lives and society as a whole. Hence, we came up with this idea to honour them by saying ‘thank you’.”

The creative campaign is aimed at honouring the mothers all across Dubai during this occasion and the message will align with the overall spirit of the city. The main target audience of this campaign is local Arab population and Arab expats.

DGJG has collaborated with various government departments and retail jewellers to collectively promote the message across all media platforms. There would be a mix of digital, social media, print and radio platforms which would be leveraged to propagate the message effectively.

Courtesy: Retail Jeweller India News Service

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