Dubai: Advertisers have never been short on creativity in using children in their creative messages. Now, a UAE-based furniture and home accessories retailer has stretched the possibilities further. And it has not done by putting up images of smiling children having a bit of fun with the brand’s furniture placed unobtrusively in the frame.
Instead, Marina Home Interiors decided to think outside of the box. Children aged 8 to 16 were asked to come up with some creative suggestions on the theme of ‘What does your home mean to you?’. They could put in their thoughts via creative writing, art, film making or photography.
“We see how children come with their parents when shopping for home furnishings — it is not just toys and gadgets now, it is even decor,” said Khurshid Vakil, Co-founder of the retailer. “So we thought we would maintain that theme of the family unit by making the competition about children and encourage their creative talent. And it worked.”
For the winner, it would take the form of a year’s school fees.
But for a retailer more known for its ornate and traditional furniture lines, wasn’t it a bit of a stretch to build a campaign around children? “The equation has changed — this total family involvement has developed in the new age of technology,” said Vakil. “Come and spend a day at our showrooms and you will find children taking part in the shopping and helping their parents select furniture. Also, the goodwill you incur from parents for giving children an opportunity to express themselves is worthwhile.”
The retailer has built up a network taking in key Middle East cities, India and North Africa. Recently, it opened a flagship showroom in Lahore. “Our franchisee rollout plan includes the UK, mainland Europe, North America, Hong Kong and Singapore,” said Vakil. “We are always on the lookout for new concepts as we strongly believe brand extensions are a great way to build on our existing customer base.”
