Jashanmal Unveils #BackToBrilliance Campaign Ahead of the New School Year

As families across the UAE prepare for the new academic year, Jashanmal has launched its #BackToBrilliance #BackToSchool product-focused campaign, bringing together a curated collection of premium backpacks, lunch solutions, hydration products and school essentials from trusted international brands.

The campaign is supported by an integrated marketing programme spanning radio, digital and social media, influencer collaborations, CRM, SMS, email marketing and premium digital screens, helping families across the UAE discover Jashanmal’s latest back-to-school collections.

Helping Families Prepare for a New Academic Year

Shuja Jashanmal, CEO of Jashanmal Group, said back-to-school represents more than a shopping season, describing it as the beginning of a new chapter for children.

He added that Jashanmal’s campaign reflects the company’s focus on helping families prepare confidently by bringing together trusted brands and products selected for their quality, functionality and design.

Beyond its product offering, the campaign reflects Jashanmal’s continued focus on providing thoughtfully curated products designed to enrich everyday life.

With more than a century of retail heritage, Jashanmal continues to evolve alongside changing consumer lifestyles while maintaining its focus on trusted brands, quality and shopping experiences.

Premium Brands Under One Roof

The campaign brings together collections from internationally recognised brands including Kipling, DELSEY PARIS, Eastpak, JanSport, Jeep, Bugatti, Stanley, Jeune Premier, Trixie and Citron, available across Jashanmal stores.

With back-to-school becoming an important retail period, families are increasingly looking for products that combine quality, durability, comfort and design, while many are also beginning their purchases earlier to secure popular collections.

The assortment caters to students across age groups, from first-time schoolgoers and young children to teenagers looking for laptop-ready backpacks and everyday lunch and hydration solutions.

Kipling Leads the Collection

Leading this year’s assortment is Kipling, known for lightweight and durable backpacks designed for everyday school life.

The Seoul collection offers spacious storage, ergonomic comfort and dedicated laptop compartments. The limited-edition Minions Collection adds a playful element with themed backpacks, lunch bags and wheeled school bags.

DELSEY PARIS brings French-inspired design and functionality to the collection with lightweight backpacks featuring organised storage, ergonomic comfort and durable construction.

Meanwhile, Eastpak offers its established combination of functionality and everyday style, while JanSport continues its long-standing presence with spacious and comfortable student backpacks.

For active school days, Jeep offers rugged designs featuring practical storage and durable materials.

Solutions for Younger Students

For younger children, Trixie offers animal-themed lunchboxes, insulated bottles and snack containers designed to add character to everyday routines.

Citron combines functionality with colourful designs inspired by dinosaurs, mermaids and unicorns across its range of trolley bags, backpacks, food jars and stainless-steel bottles.

Families looking for premium school bags can also explore Jeune Premier, the Belgian brand known for lightweight ergonomic backpacks combining craftsmanship with contemporary European design.

The collection is complemented by hydration products from Stanley and Bugatti. Bugatti Bottles combine a premium design with durable, temperature-retaining performance, helping students stay hydrated throughout the school day.

Through the #BackToBrilliance #BackToSchool campaign, Jashanmal aims to make school shopping more convenient by bringing together essential products and recognised brands in one destination as families prepare for the year ahead.