Latest news with #SiddarthSivaprakash
Khaleej Times
7 days ago
- Business
- Khaleej Times
Home Centre launches new cultural platform that celebrates homegrown talent
Home Centre, the Middle East's leading home retailer, has officially launched Home Centre Collective — a region-first live performance series that reimagines its retail spaces as immersive stages for culture, creativity, and community across Saudi Arabia and UAE. The platform reflects a growing creative energy across the GCC — particularly in Saudi Arabia and the UAE, where investment in arts, music, and cultural expression is on the rise. Home Centre Collective was born from this cultural moment, designed to be an ongoing space where authenticity, art, and community can meet and live, in-store. 'We are incredibly proud to be launching this from the UAE — a place that's fast becoming a global hub for creativity and culture,' said Arja Taaveniku, CEO, Home Centre. 'As a brand born and based here, this is deeply meaningful for us. By creating a platform that celebrates local talent, we're helping shape a new narrative — one where we act not just as a retailer, but as a cultural enabler.' 'Home Centre Collective is our way of stepping into an evolving subculture and becoming a part of something bigger than the sum of its parts,' said Siddarth Sivaprakash, Head of Marketing & Brand. 'We've always believed that interior spaces are a form of self-expression — just like art. Collaborating with local artists brings those worlds together. Each artist has a say in how they would like their performance space styled, infusing more of their individuality and creativity into the entire experience.' 'In both UAE and KSA, we've made space for creativity and performance to live alongside product,' said Rishad Jadraliyev, Head of Retail. 'What excites me most is seeing our stores come alive in a way that speaks directly to the region's rising creative energy.' Home Centre Collective will continue rolling out across the UAE and Saudi Arabia, with new performances, artist collaborations, and creative formats planned throughout the year — all designed to bring culture home.
Campaign ME
28-04-2025
- Business
- Campaign ME
Home Centre hijacks other brands' ads for its new campaign
Regional furniture and home accessories retailer, Home Centre has launched a new campaign with an unconventional twist: turning other brands' commercials into its own advertising platform. Created by Publicis Middle East, the 'There We Are' campaign capitalises on a simple observation — Home Centre products appear across countless ads in the region, from food to fashion to homecare brands. Rather than producing new campaigns to showcase its vast 14,000-strong product range, Home Centre used strategically placed YouTube pre-roll ads to highlight when its furniture appears in upcoming commercials. Each time a Home Centre item is spotted in another brand's ad, viewers are greeted with a cheeky pre-roll message drawing attention to the product's presence, followed by a playful note: 'This ad may not sell this table. But the next one will.' The campaign simultaneously hijacks attention while tipping its hat to the brands whose production efforts unintentionally doubled as Home Centre showcases. 'We realised our furniture was already in the limelight,' said Siddarth Sivaprakash, Head of Marketing and Brand at Home Centre. 'So instead of starting from scratch, we just said, 'There We Are' and let our product catalogue shine in other brands' commercials. It's smart, simple, and shows just how vast, versatile and ubiquitous our product range really is.' Beyond being a media-savvy move, 'There We Are' carries a deeper brand statement. In a landscape dominated by larger global names, the campaign doubles as a statement that says 'Home Centre's products don't just fit in – they belong'. The products in other ads are proof that they belong in every kind of story, blending into everything from comedy skits to luxury fragrance ads to family dinner scenes. It's a reflection of the brand's everyday relevance – a presence that feels natural rather than forced. 'Home Centre's furniture keeps showing up everywhere. Chocolate ad? There we are. Pizza ad? There we are. Cleaning ad? Yep, there we are too,' added Augusto Correia, Creative Director at Publicis Middle East. 'So we thought, why not let everyone be aware of it?' With minimal production and media spend, the campaign flips the traditional paid media model on its head, underlining that visibility isn't always about outspending competitors – sometimes, it's about smartly recognising and owning your place in the story. Credits Publicis Groupe Bassel Kakish – Chief Executive Officer Tahaab Rais – Chief Strategy Officer Nathalie Gevresse – Chief Executive Officer Publicis Middle East Aunindo Sen – Executive Creative Director Augusto Correira – Creative Director Aliza Siddiqi – Associate Creative Director Nicolas Richard – Copywriter Andre Sakai – Art Director Jorge Yoshida – Art Director Deydson Rocha – Editor Guilherme Xopper – Motion Designer Chawki Berro – Motion Designer Shereen Mostafa – Head of Production Mayssa Al-Azem – Agency Producer Ahmed El Ruby – Agency Producer Nicolas Balaa – Agency Producer Upasana Kumar – Agency Producer Issam Saadane – Director Nadia Karout – Producer Vicky Kripalani – Business Lead Aya Baltaji – Account Manager Landmark Group Siddarth Sivaprakash – Head of Marketing Vivek Narayanan – Senior Marketing Manager Ojasvita Chandra – Assistant Manager Digitas Bachir Sahyoun – Associate Business Director Omar Savage – Media Manager Fahad Irfan – Senior Executive Sonido Antro Lucas Duque – Music Director Vanessa Mayrink – Project Manager
Campaign ME
06-03-2025
- Entertainment
- Campaign ME
Home Centre brings back fun fawazeers in Your Ramadan Answered campaign
Home Centre has launched the Your Ramadan Answered 360-degree, integrated campaign with a multi-touchpoint approach, bringing back the age-old family tradition of Ramadan Fawazeers – a set of riddles that sees the whole family gather around to guess the right answer. Told the through the lens of a large Emirati family through a four-part campaign, each riddle features different members of the family and each film campaign leaves viewers with a riddle to solve and a prize to win should they guess the answer correctly. The campaign reflects the sheer delight of looking forward to grandma's delicious kunafa, the restlessness of the kids in the build up to iftar, the reunion of the entire family captured in a family photograph, and the story of peculiar twins – which combine to create the perfect canvas for a four-part campaign. This engaging and interactive campaign has already witnessed scores of consumers taking to social media to partake of this guessing game, which culminating in a meaningful, thoughtful brand message, 'Your Ramadan Answered'. This campaign was a result of seamless collaboration between, Leo Burnett Middle East, which led creative strategy and communication, bringing the fawazeer-inspired storytelling to life; Initiative Media, which managed OOH execution, ensuring optimal placements for maximum visibility; and other value added services such as orchestrated influencer engagement and event activations. Commenting on the campaign, Siddarth Sivaprakash, Head of Brand and Marketing at Home Centre, Landmark Group, said, 'Ramadan is a key moment for families in the Middle East — a time to gather, celebrate, and create lasting memories at home. While our strategic approach has always been to make Home Centre synonymous with Ramadan, we realised that the occasion is celebrated by most brands through typical clichés.' Sivaprakash added, 'How could we, as Home Centre stand out with our consumers? How could we get them to believe that we are the brand that enables them to turn their home into a space that truly refelcts them? Above all, how could we get them to engage with our campaign? Riddled with all these questions that crop up every Ramadan, Home Centre turned this very problem into its biggest campaign for the year.' Rollout of Home Centre's Your Ramadan Answered campaign The 360-degree campaign included a digital-first execution, high-impact OOH strategy, influencer events and radio spots, creating an immersive approach that drove meaningful engagement, heightened awareness, and measurable conversions at scale. Vivek Narayanan, Senior Marketing Manager at Home Centre, Landmark Group, said, 'Given the advertising clutter around Ramadan, the objective of the campaign was to create a distinctive campaign that authentically resonated with the essence of the season while showcasing Home Centre's curated Ramadan collections in an inspiring and relatable way.' He added, 'The campaign was strategically designed to maximise impact during the pre-Ramadan period, which is critical for home-related purchases, ensuring Home Centre became the go-to brand for preparing for the Holy Month.' A multi-touchpoint approach driving maximum visibility Digital-first execution Launched on January 15th, 2025, the campaign kicked off with four engaging films, inviting audiences into an interactive storytelling experience. Four riddle films, each with corresponding reveal films, were released sequentially on YouTube, Instagram, Facebook, Snapchat and TikTok. Each film invited customers to guess the answer and a chosen few were rewarded with a Home Centre voucher for the right answer. The films have garnered more than 56 million views across all platforms — a testament to the brand strategy's success in capturing audience attention and driving high engagement. The final reveal film is set for release on March 7th. 'We will continue to amplify digitally through additional reels and static content, and influencer partnerships to sustain engagement and excitement,' Sivaprakash added, High-impact OOH strategy To ensure top-of-mind recall, out-of-home (OOH) activations were strategically placed across key locations in both UAE and KSA. Home Centre opted for a strategic mix of Digital OOH, static billboards, and mobile OOH assets to reinforce brand messaging across multiple consumer touchpoints. This ensured dominant presence along key sites targeting daily commuters and high-footfall areas. 1/9 Home Centre Ramadan campaign Influencer event: an immersive Ramadan experience As part of the engagement strategy, Home Centre also hosted an exclusive influencer event, inviting over 180 top influencers across KSA, UAE and Kuwait for an immersive brand experience. The event showcased the Ramadan collection in an interactive setting, seamlessly extending the Fawazeer concept through interactive installations, storytelling-led product showcases allowing firsthand product explorations. Top content creators were invited to the Home Centre event, including prominent figures such as Chihab and Nour, Nora and Khalid, Rawan and Rayan, Nour Aljebri, Hinda, and Rasha Albeik from the UAE. From KSA, the event welcomed Nesma Elgohary, Joodiz Aziz, Abeer Sinder, Zainab Alblushi, and Keenaz Hakeem. Radio: reinforcing recall through radio spots To further extend the campaign's reach, Home Centre leveraged key radio networks to ensure brand presence during peak listenership hours. The brand secured morning and evening drive-time slots for maximum engagement. All in all, Home Centre's Ramadan campaign exemplifies the brand's commitment to pushing creative boundaries and delivering impactful marketing initiatives. 'Through a holistic approach — integrating digital, OOH, influencer collaborations, CRM, and radio — Home Centre has not only elevated brand awareness, but also strengthened its consumer connection. As the campaign unfolds, the brand continues to refine its strategy, ensuring Home Centre remains at the forefront of innovation in the home retail category,' Sivaprakash concluded. CREDITS: Client: Home Centre, Landmark Group Creative agency: Leo Burnett Middle East Media agency: Initiative Media Content creators: UAE Chihab and Nour Nora and Khalid Rawan and Rayan Nour Aljebri Hinda Rasha Albeik Content creators: KSA Nesma Elgohary Joodiz Aziz Abeer Sinder Zainab Alblushi Keenaz Hakeem
Khaleej Times
10-02-2025
- Business
- Khaleej Times
Home Centre unveils its exclusive Ramadan collection and campaign
Home Centre, one of the largest retailers in furniture and home furnishings across the Middle East, North Africa, and the Indian subcontinent, brings you five thoughtfully curated Ramadan-inspired capsule collections. Ramadan is a season of warmth, togetherness, and celebration, yet it often comes with its fair share of dilemmas — finding an update to your living room that can lend itself to looking festive but also stay relevant post Ramadan, wondering if there's enough seating for guests, debating whether the dining table is big enough for Iftar or figuring out how many qahwa cups to buy. And that's where Home Centre steps in with the launch of 'Your Ramadan Answered' campaign and goes beyond being a home retailer to become the ultimate solution to all things Ramadan. Each collection is uniquely designed by the in-house team, drawing inspiration from the region, curated to address every Ramadan need. From the affordable charm of the Qubba to the quiet luxury of Amirah, the bold aesthetics of Nexus, or the traditional-yet-modern appeal of Tamara, every collection provides purposeful solutions to make Ramadan preparations easier, more beautiful, and stress-free. Arja Taaveniku, CEO, Home Centre, said: "At Home Centre, Ramadan is more than just a campaign—it's a part of who we are as a homegrown brand in the region. Ramadan holds a unique place in our hearts, as it embodies togetherness, reflection, and a deep sense of community—values that resonate deeply with what we stand for as a brand. Our commitment has always been to celebrate individuality, ensuring we meet the unique needs of every home. Through a thoughtfully curated range of styles and price points, we strive to offer something for every taste and budget. Inspired by the spirit of Ramadan, our collections aren't just about beautiful furniture or décor; it's about creating the perfect canvas for cherished memories during the holy month." Home Centre's 'Your Ramadan Answered' collection was launched at a VIP event in the heart of Al Qudra Desert at the Hidden Café. The evening brought together the region's top influencers and interior design enthusiasts for an immersive showcase of the latest assortments. As the sun set over the golden dunes, guests experienced a curated blend of interactive activities and memorable engagements, making it an event to remember. Siddarth Sivaprakash, head of marketing, Home Centre, said: "Our approach to Ramadan has always been to imbibe the sentiment of the season and package our offering in a way that is relevant to the pressures and challenges homemakers face, while fasting and still preparing for a period of hosting. Each collection is designed to meet every Ramadan need—whether you seek something budget-friendly, luxurious, or contemporary. We understand that planning for the holy month can sometimes feel like solving a puzzle, and our collections are expertly designed to bring it all together." "At Home Centre, we believe preparing your home for Ramadan should feel like a celebration—not a challenge. With 'Your Ramadan Answered,' we take the guesswork out of your preparations, so you can focus on what truly matters—creating beautiful memories with your loved ones," Sivaprakash added.
