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Every year, millions of pilgrims from around the world head to Makkah for the Hajj and Umrah pilgrimages. These are the world’s largest annual human gatherings. Saudia, Saudi Arabia’s national airline and the world’s most popular airline for religious travel to Makkah, came up with a new innovative product for all its guests to have a healthier and sanitary pilgrimage journey.
Conceptualized and developed by Saudia’s creative agency partners, Leo Burnett KSA and Saatchi & Saatchi Dubai, ProtecTasbih became the first rosary that sanitizes hands.
During the development of the formulation, the team came up with several challenges. They could not use anything using any alcohol owing to religious reasons. Alcohol is what’s commonly used for antibacterial and sanitizing products. So, they had to look at natural potential solutions. Further research brought them to tea tree oil found to be effective against a broad spectrum of bacteria. Once tea tree oil was chosen as the sanitizing element, they had to integrate it into a semi-solid compound. And then, they developed a way of creating a solid bead, covered in this softer compound. They did that by developing a molding technique.
For the product to be successful, it had to seamlessly integrated into the user’s practices. That meant the team had to match the aesthetics to existing prayer beads on the market.
The team also looked at the different environments that the beads would come under. So, several tests ensured the beads could withstand all climates and be used in varying temperatures.
Additionally, once the beads’ compound shell is completely used up after the duration of the pilgrimage that it is designed to last for, there is a core-shell underneath that allows the product to continue to be used as prayer beads, leading to zero waste.
What was intended at start to be used as a corporate gift became a much-desired item that pilgrims and non-pilgrims wanted to get their hands on.
Credits:
Lead Agency 1: Leo Burnett Saudi Arabia
Lead Agency 2: Saatchi & Saatchi Dubai
Chief Executive Officer: Bassel Kakish
Chief Strategy Officer: Tahaab Rais
Business Lead: Samir Antoun
Creative: Kelly Tomes Bristow
Chief Creative Officer: Sebastien Boutebel
Head of Production: Shereen Mostafa
Business Director: Makram El-Khatib
Senior Creative Director: Rita Harbie
Hagall Muniz: Creative Director
Senior Manager: Julia Masri
Creative Director: Yasmin Sindi
Copywriter: Khalid Maina
Copywriter: Sheikha AlOtaibi
Producer: Joumana J. Haddad
Producer: Omar Gamal
Senior Producer: Aly El Esseily
Product development: D&F Labs, Aetha Product Design, and Dejavu
Tahaab Rais - Product Consultancy
Manasvi Gosalia - Founder and Executive Producer
Shamsher Walia - Founder
Tom Parsons - Founder and Creative Director
Michael O’Driscoll - Senior Product Designer
Production company: Liwa Content.Driven
Sagar Rege – Found and Executive Producer
Shweta Sandeep – Senior Producer
Jessica Pereira - Producer
Influencer marketing agency: MKVDigital
Managing Director: Asiya Ali
Director - PR, Comms & Influencers: Shafaq Tariq
Director - Accounts & Client Service: Waqas B
