This Father’s Day, Babyshop is giving dad’s a little hack to take first place. 

Introducing ‘This One’s for Dad’––an Anghami playlist designed to help dads win the most important race they didn’t know they were in: the race to be their baby’s first word.

Crafted with speech repetition and melodic cues, each tune is built to nudge babies towards repeating the sounds of “Dada, Baba, and Papa”, framing innocent lullabies as strategic plays.

Created in partnership with Publicis Dubai, ‘This One’s for Dad’  offers fathers the ultimate tool to hack their way to glory – they are downloadable here.

The brand also launched Father’s Day greeting cards that invite fathers to be in their scheme with theplaylist. Because for the parents of today, a little manipulation never hurt. Especially if it’s done for love––and shareability.

The initiative sits within Babyshop’s larger commitment to modern parenting, where parents don’t shy away from the dilemmas and desperacies of parenthood, but instead, find unconventional––and often humorous––tactics to succeed in their journey. ‘This One’s for Dad’  is now streaming on Anghami. https://open.anghami.com/gwvpuAPgkUb

The decision comes after a pitch including incumbent Memac Ogilvy, J.Walter Thompson and Y&R, report industry sources.

The agency will work with Babyshop across all verticals on its creative strategy and planning on digital, TV, print, OOH, social, radio and experiential activations. FP7/MENA Dubai will conceptualize and deliver integrated creative solutions across more than 15 countries in the MENA including the UAE, KSA, Kuwait, Bahrain, Oman, Lebanon, Iraq and Egypt.

WATCH: Babyshop announces a new positioning to cater to young parents

“At Babyshop, we are very pleased to embark on a new creative partnership with FP7. We were very keen to steer on a fresh and real take on our brand. After an intensive and detail-oriented pitch process, we unanimously chose FP7 as our new strategic partner and we are confident that the agency’s legacy of creative achievements will further drive success for our brand,” says Ruban Shanmugarajah, COO, Babyshop.

Jon Marchant, MD UAE, FP7/MENA, adds, “FP7 Dubai are absolutely thrilled to be working with Babyshop, and specifically a client team who are genuinely appreciative of brave creatively built around disruptive ‘truths’. We’re looking forward to demonstrating how we bring the brand’s existing ‘It’s your style’ positioning to life, to resonate effectively with parents, driving both brand equity and customer footfall.”