Home Centre’s homecoming campaign tops Mena in WARC Effective 100 rankings

Home Centre, one of the leading retailers of furniture and home furnishings in the Middle East, North Africa (Mena) and the Indian sub-continent, landed a coveted spot on the WARC Effective 100 rankings.

Notably, the brand clinched the number one spot for effectiveness within the Mena region and an impressive 19th position globally on the WARC Effective 100 list, showcasing the region's burgeoning influence in the marketing and advertising landscape. This recognition by WARC underlines Home Centre's commitment to delivering impactful and result-oriented marketing campaigns.

Furthermore, Home Centre achieved a remarkable feat by securing the ninth spot on the global top 100 campaigns list with ‘The Homecoming'.

Rooted in the belief that every child deserves a loving home, this heartwarming campaign film depicted the emotional journey of bringing a child home, and the transformative power of giving them a chance at a fulfilling childhood. This accomplishment marks a first for a brand to spark conversations around fostering and adoption in the region, highlighting the brand's sustained endeavour to normalise discourse around societal constructs that are considered sensitive or taboo.

Sameer Jain, CEO, Home Centre, said: “We are incredibly proud to be ranked as the number one brand in Mena and among the top global brands in the WARC Effective 100 rankings. At Home Centre, we believe in celebrating the diverse stories told within the walls of every home. We are equally passionate about building communities, fostering a sense of belonging and connection for all and this campaign is a heartfelt extension of our brand's values.”

“As a leading purpose-driven brand in the region, Home Centre has a responsibility to the culture to enrich it. ‘The Homecoming' was one such initiative that enriched culture by taking on a relatively untapped and provocative topic.

“We tackled misperceptions around adoption in the region, both from a sociocultural and an educational perspective. And the story, the content and the impact made has led to it being recognised as the number one campaign in the Mena region for 2023-24 and the highest ever ranking for a regional campaign in the world at ninth position,” said Tahaab Rais, group chief strategy officer and film director for The Homecoming, Publicis Groupe.