UAE’s Momstore – which positions itself as the go-to shopping destination for not just baby products, but also for mothers and families – has revealed details of its latest UAE Mother’s Day 36-degree campaign.
With the campaign film created in partnership with Think Human, and brand marketing led by Momstore’s Marketing Head Purab Bhatt and Creative Head Rasha El Saadi, the campaign was rolled out across digital and social media channels.
This included launching the campaign films, collaborating with influencers and maximising user-generated content across Instagram Reels, posts and stories.
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In addition, the campaign included in-store activations such as special promotions, in-store brand, community-driven experiences as well as an exclusive Motherhood Celebration event at ULA Beach Restaurant, Palm Jumeirah on 14 March, 2025. A giveaway collaboration was also organised for mothers delivering on 21 March at Mediclinic Hospital as a heartfelt gesture on UAE Mother’s Day.
Purab Bhatt, Head of Marketing at Momstore, said, “At Momstore, we understand that every mother’s journey is unique, filled with both joys and challenges. Through our ‘Your Best is the Best’ campaign, we aimed to create a space where moms feel valued, supported, and celebrated for the love and effort they put in every day. This initiative was not just about a campaign – it was about building a community that embraces the real, beautiful and heartfelt journey of motherhood.”
Strategic objectives and brand goals for the Momstore campaign
Momstore aimed to celebrate Mother’s Day 2025 with a hero campaign that positioned Momstore as the go-to shopping destination for mothers and families. It was intended to strengthen brand equity by reinforcing Momstore’s support for mothers beyond just baby products.
The campaign also aimed to increase consumer engagement across physical retail stores and digital platforms, and drive sales growth during the high-traffic Ramadan period. The digital and social media campaigns, coupled with the various on-ground activations created an emotional brand connect with core audiences.
Rasha Elsaadi, Creative Head at Momstore, said, “Motherhood is not about perfection; it’s about the raw, beautiful journey of love and resilience. With ‘Your Best is the Best,’ we wanted to celebrate real, unfiltered moments – messy, emotional, and deeply personal – because that’s what truly defines motherhood.”
The strategic thought behind the campaign was driven by human insights that modern moms feel immense pressure through social expectations, unsolicited advice and an idealised version of motherhood amplified by social media.
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The brand intended to share a clear message that motherhood is messy, unpredictable and beautifully imperfect – and that’s okay. As such, the campaign’s creative execution celebrated real motherhood journeys, reminding moms that “Your Best is the Best.”
Nisha Dembla, Chief Creative Officer at Think Human, said, “Your best is the best” is more than a message – it’s a powerful reminder for moms everywhere. As a creative consulting firm, we at Think Human craft campaigns rooted in deep human insights. So worked closely with Mom Store and tapped into the real emotions of motherhood in today’s world, where impossible standards and the pressure to “do it all” often leaves moms feeling they’re never enough. This message, more relevant than ever, celebrates every mom’s unique journey, reassuring them that their love, effort, and care are always enough. Because for moms, everything they do is perfectly enough.”
The primary digital and social media campaign is running from March 1 to March 31, 2025.
Celebrity and influencer collaborations
Momstore also collaborated with local celebrities and influencers for the campaign. The event held at ULA Beach Restaurant, Palm Jumeirah on March 14, 2025 was attended by 76 expecting and new mothers along with key influencers.
The event was hosted by Mahsa, renowned influencer and content creator, and attended by influencers who amplified brand messaging through social engagement. These influencers included mega influencer Maram, as well as Sapna, Elise, Alice, El jammii, Sara, XU, Sima, Sotera, Urooj, Elham, Didem, Amber, Amanda, Kelly, Vanessa, Annissa, Carly, and Liz.
The expert speakers at the event included Maria Diab, a certified Doula, guiding mothers on childbirth and postpartum care; Sarah Dziri, a skincare expert, sharing self-care tips for mothers; and Yasmin Gaddis, a baby sleep consultant, offering expert advice on infant sleep patterns.
The influencer collaborations helped drive high social media engagement, user-generated content, and community-driven storytelling, reinforcing Momstore as a brand that truly understands and supports moms.
CREDITS
Client: Momstore Marketing Team:
- Purab Bhatt (Head of Marketing)
- Rasha Elsaadi (Creative Head)
- Amira Oraby: (Social Media Manager)
- Aishwarya Rasane (Asst Marketing Manager)
- Rachna Gopalan (CRM Specialist)
Agency: Think Human (for the Campaign film)
- Nisha Dembla, Chief Creative Officer
- Joanne Mascarenhas,
- Aishwarya Devan,
- Mihaela Neagoe,
- Celine Chalhoub
Production and media partners: Influencer marketing team from Momstore marketing.
Event strategy and execution: Managed by Momstore’s marketing team.
