To kickoff this year’s Mother’s Day in the Middle East, Babyshop, a leading Middle East retailer, along with its agency, FP7 DXB, has created a new Arabic word: Al Umobuwah.

Arabic contains a variety of words that stem from paternal-centered roots, including the word for “parenthood”. Written “الابوة“and pronounced “Al Obuwah”, it translates into “fatherhood”, omitting mention of the mother.

To represent a brand that stands for “Celebrating parenthood”, the agency worked with a team of Arabic linguists to introduce a new Arabic word to include mothers and fathers. “ةوبومألا ,“pronounced “Al Umobuwah” translates into “Motherhood & Fatherhood”, and gives both parents equal representation in the word.

With the introduction of Al Obuwah, Babyshop wishes to recognize and celebrate mothers not just for Mother’s Day, but for every other day.

An online video launched to share the idea and purpose behind the campaign, features people who have embraced and used the word. Over 30 influencers have signed onto the idea and will be sharing it across their social media platforms. The word will also be shared across schools. A new clothing line titled “Al Umobuwah” has been launched for toddlers, infants, kids, teens and adults with a show planned to introduce the collection.

The campaign will include in-store and out-of-store interactive experiences, to get people acquainted with the word, eventually aimed at getting this word into the Arabic dictionary.



English, with Arabic subtitles:


Brand: Babyshop

Agency: FP7 Dubai

Brand Team: Ruban Shanmugarajah, Deepak Mahnot, Mitin Chakraborty, Dina Barakat

Creative Team: Tahaab Rais, Kartik Aiyar, Katarina.Vasilj, Fanny Abi Rached, Maher Dawah

Strategy Team: Tahaab Rais, Moushami Bhattarcharya Dighe, Anna Sadykova

Design Team: Mohammed, Erol Salcinovic

Account Team: Nima Askari, Vicky Kriplani, Marine Deneufbourg

Social Team: Mohtab Arabiat, Maggie Joseph

For further information and queries, please contact:

Komal Bajaj

Marketing & Communications Director,


About FP7/MENA:

FP7 is a full service advertising agency, established in Beirut in 1968 and is the flagship agency of the MCN group. FP7 is one of the largest regional ad agency networks and is part of McCann World group. FP7 has 16 offices across 14 countries and its services include fully integrated marketing solutions, advertising, digital and production.

The agency network has won the praise of the Global creative and communication community for the work it has consistently produced for the past many years. FP7 is the ‘Network of the Year’ and FP7/DXB the ‘Agency of the Year’ at the 2016 Effie’s Mena and has won this title for four consecutive years. According to Effie’s Global Index, FP7 DXB was ranked as the most effective creative agency in the World in 2016.

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