campaign targets ‘online’ repositioning


Sunaina Rana / Emirates Business

Waking up to the e-commerce boom in the region, has announced its new campaign under the tagline: ‘It’s yours.’
Ronaldo Mouchawar, CEO and Co-Founder,, told Emirates Business, “Our latest campaign ‘It’s yours.’ aims to reposition from electronics focused platform to ‘the online location’ for everyone to find everything they need and the place for merchants in the region to grow their business.”
Through access to over 1.5 million products at the most competitive prices, the new campaign aims to put the power into the hands of the consumers and merchants. Following its recent AED 1 billion funding announcement, is already implementing its dynamic new plans – launching new product categories and bringing even more value to its customers and merchants.
“ is an empowerment brand and with our new campaign ‘it’s yours’, we are placing more power in customers’ hands by offering them convenience to choose from the widest selection of regional and international brands at best pricing on their fingertips. Adding phenomenally to our brands and products across fashion, beauty, lifestyle and home category means that anything you wish for is now yours,” said Mouchawar.
The e-commerce company has been constantly innovating and evolving across their platform — it had recently updated their logo and brand identity as well as added more effective features on the website and mobile app to improve the consumer experience whilst shopping on the go.
“As a brand that is born in the region, we take pride in personalising our customers’ experience, constantly growing new categories, bringing new merchants to our platform and thereby become a household brand and the biggest online shopping destination in the Middle East. Our campaign is our promise to persistently achieve and exceed our customers’ expectations,” he further added.
As part of the campaign, has also produced an empowering video by the celebrated Director, Ali Ali who recently won the accolade of Grand Prix winner at Dubai Lynx for Best Direction, Best Script and Best Casting. To celebrate the new tagline and campaign ‘It’s yours.’ launched the ‘Everything For You Sale’ to drive customers to experience the phenomenal new collection on the platform.
The biggest sale of the season will see 7000 new deals on all categories with a special focus on the new ones. The sale event will run from March 27 to April 2.

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