KARACHI: Expert Parenting & Pregnancy, a fortnightly magazine, selected a four-year-old girl through a lucky draw to model for their next cover. At the contest held at Mothercare’s outlet in Dolmen City Mall, the little winner, Nimrah, intimidated by the attention, clung to her mother. “It felt nice,” she told The Express Tribune, with a shy smile.
With a bright pink winner’s sash around her, Nimrah posed for cameras, sporting a wide smile. She was also handed a gift box full of goodies from Mothercare. Other children who participated in the competition were given small gifts, along with a copy of the magazine. Kids aged from 10 months up to six years, made it to the top 10.
Aimen Ibrahim, Nimrah’s mother, said that she came across the contest on her recent visit to Mothercare. “I visited the shop around 15 days ago and found out that a cover photo contest will be taking place for the magazine,” she said. “It took quite a bit of effort to make her qualify. I uploaded her picture on Facebook and made sure that it got likes.”
Right before the lucky draw, all the young contestants present at the venue, accompanied by their parents, looked extremely excited. Adnan Kamal, the father of participant Aarish Adnan, said, “We just came here to give it a shot because I believe it’s a great opportunity to boost a child’s confidence. My wife has also been very enthusiastic about it from day one.”
Before the winner was announced, Aimen suggested that the decision should not be made merely on the basis of a lucky draw. She said, “The criteria for the selection process should be stricter. There needs to be a panel of judges who judge the picture based on all factors, instead of a lucky draw making this decision.”
When The Express Tribune approached Creative Director and Strategist of Expert Parenting & Pregnancy, Zainab Sikender, for her views on the competition, she said, “We love to have kids participate in such activities, given the chaotic environment of the city.”
Talking about introducing a parenting-specific magazine, Sikender said that the idea came to her when she and her elder sister, Mariam Agha, were going through life’s most basic and intricate journey of becoming mothers. Sikender said the publication provides expert parenting advice. “We try our best to give readers the best advice posible. Although the nanis and dadis may use certain totkas at home, the fact remains that they are not experts,” she said.
Managing director of the magazine, Sahar Haris, said, “The magazine is very helpful to young mothers since it includes articles on parenting. It is particularly beneficial in breaking myths and bringing reality to light.” Adding that the magazine covers all aspects of motherhood, Haris continued, “We have all kinds of parents talking about their personal experiences, be it a stay-at-home mother, a working mother or even a father.”
Published in The Express Tribune, April 19th, 2013.
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