Shoppers who spend AED 1,000 or more across any product category, whether on school essentials, seasonal items or larger household purchases are offered the opportunity to win rewards worth AED150,000.Retail giant Jashanmal Group has revealed details about its first-ever Back-to-School campaign, designed specifically to target families and students, and promote its curated collections.
The key objective of the Back-to-School 2025 campaign was to create excitement and position the brand as the premier destination for school essentials, while delighting customers with exclusive rewards worth AED150,000.
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By pairing exclusive rewards with high quality products from leading global brands, Jashanmal aimed to drive both in-store footfall and online conversions, reinforce its brand legacy of excellence, and build deeper connections with families across the UAE during the high-demand back-to-school season.
The Back-to-School campaign’s mandate was to elevate customer engagement, showcase Jashanmal’s extensive product portfolio, and strengthen both its digital and retail presence.
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Rollout of Jashanmal Group’s Back-to-School campaign
The brand leaned into a 360-degree rollout across multiple channels to ensure maximum reach and impact. The multi-channel approach for its campaign rollout in order to maximise visibility, engagement and conversions across diverse consumer touchpoints.
This included digital and social media activations, in-store visibility across Jashanmal Department Stores and Jashanmal ‘Around the World’ stores, as well as a radio campaign to further engage audiences across the UAE.
Online promotion was also carried out via jashanmal.com, supported by influencer collaborations for authentic storytelling. Social media amplified the campaign, driving awareness, and engaging customers with visually rich creatives.
In conversation with Campaign Middle East, Shuja Jashanmal, Group CEO, Jashanmal National Company, said, “This integrated strategy reflected Jashanmal’s objective to combine traditional visibility with modern, digital-first storytelling while reinforcing brand trust showcasing the extensive product range and positioning Jashanmal as a legacy retailer that continuously adapts to evolving consumer behaviour.”
She added, “Social media and digital platforms played a key role in connecting with families and parents online, complemented by influencer collaborations for authentic, relatable content. Additionally, in store activations ensured personalised engagement with loyal customers. Meanwhile, targeted digital advertising and personalised communications supported conversion and strengthened customer loyalty.”
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Strategy and success metrics of the campaign
The campaign strategically targeted families, parents, and students preparing for the new academic year in the UAE.
Primary audiences included school-going children’s parents seeking premium school essentials such as backpacks, trolleys, and accessories. Secondary audiences included young professionals and lifestyle shoppers attracted by the broader promotion.
Shoppers who spend AED 1,000 or more across any product category, whether on school essentials, seasonal items or larger household purchases are offered the opportunity to win rewards worth AED150,000.
Shoppers can simply spend AED 1,000 or more, in-store or online to qualify. The offer isn’t limited to the Back-to-School range; any purchase of AED 1,000 or above counts, making it perfect for school essentials, seasonal must-haves, or even ticking off bigger buys this season.
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“By combining school-related offerings with lifestyle and household essentials, the campaign appealed to a wider range of customers, ensuring inclusivity and encouraging participation beyond just back-to-school shoppers,” Shuja Jashanmal said.
The collection on offer includes an array of global favourites and trusted essentials: from playful yet practical backpacks by Kipling, Delsey Paris, and Jansport, to rugged gear by Jeep and Eastpak, to student-friendly lifestyle must-haves such as Stanley, Bugatti, Citron, Trixie, Jeune Premier, Bamboo Bark, Bonjour, Carl Oscar, and more.
The campaign also leaned into an influencer strategy to amplify the Back-to-School 2025 campaign.
Jashanmal added, “Influencers created authentic, lifestyle-driven content showcasing school essentials, stylish backpacks, and practical trolleys, resonating with both parents and students. Their engagement generated organic conversations, boosted visibility, and helped the campaign reach a younger, digital-first audience.”
The Back-to-School 2025 campaign is running exclusively across the United Arab Emirates. The promotional offer has been running since 9 August 2025 and will continue to run until 14 September 2025.
The success of the Back-to-School 2025 campaign is being measured through a combination of quantitative and qualitative metrics. Beyond numbers, it is defined by strengthened brand affinity, customer satisfaction and Jashanmal’s positive market positioning.
Shuja Jashanmal, concluded, “Retail has the power to create moments that go far beyond transactions. Our Back-to-School 2025 campaign is not just about equipping students with essentials; it’s about sparking creativity and supporting families as they embrace a new chapter. At Jashanmal, we see these milestones as opportunities to create real value for our customers, blending quality with experience, and tradition with innovation. This is what drives us as a brand with over a century of heritage.”
CREDITS:
Title: Back-to-School campaign
Client: Jashanmal Group
Agencies: TBC
