• AlSilah – الصلة – a new podcast series launched by Finyal Media in partnership with GMC
  • The drama mystery series is set in Saudi Arabia following a thrilling road trip adventure

 Finyal Media, a regional podcast network that focuses on storytelling podcasts across MENA, has partnered with GMC Middle East, Next Broadcast Media, and Dentsu Aegis to create an all-new mystery drama podcast series. The partnership represents an evolving trend for the podcast industry in the region with audio product placement emerging onto the scene. It highlights a key opportunity for both brands and podcast producers to enhance the listener experience through seamless brand integrations.

Set to release in time for Ramadan, the eight-part enigmatic series titled AlSilah الصلة is centred on two Saudi brothers embarking on an action packed 13-hour car journey from Jeddah to Dammam on board the 2021 GMC Yukon, but all is not what it seems. After receiving a cryptic and hurried call from their father asking them to come home to Damman immediately, the brothers do the only thing they can do and jump in the premium 2021 GMC Yukon, for a journey propelled by mystery, twists and turns. Throughout their voyage, the brothers try to piece together the full story from relatives, business associates, and other unexpected sources of information. What awaits them on reaching their destination is a shocking truth, but it’s the things they learn, see, and experience along the way that will alter the course of their lives forever.

Recorded on the ground in Saudi Arabia, the drama series has a strong sense of realism throughout thanks to the highest sound quality to ensure authenticity in every episode. All car sounds which are incorporated into the series were captured from the 2021 GMC Yukon* while in action to generate the real sounds of an epic and dynamic road trip. In fact, the 2021 GMC Yukon in the Denali trim is boosted by the most powerful engine in the full-size SUV segment, an all-new 6.2L V8 delivering an estimated 420 horsepower. For the first time, the Denali trim now have an exclusive interior – a completely new instrument panel, unique seats and a choice of four unique color themes, each with their own personality – outfitted with premium and authentic materials. The premium SUV offers class-leading1 technology, more spacious interior and bolder design, complemented by state-of-the-art engineering and performance.

The first season of AlSilah will be launching 13th April, in time for Ramadan, with two episodes going live per week. With many families looking for shows to keep them entertained during the late evening hours of Ramadan, the show is a perfect choice for those looking for drama and adventure and a strong sense of escapism throughout the month.

Leila Hamadeh, Co-Founder and CEO of Finyal Media, said: “It was really important for us to collaborate with a partner whose brand could authentically and seamlessly integrate into the show in a natural way. With the series being the story of a dramatic adventure across the Kingdom, the iconic car brand GMC felt like a very natural fit for the characters in the show. We’re really delighted with this partnership and the way we could effortlessly incorporate the Yukon into the dialogue to make the series even more realistic. We look forward to adventure lovers being able to hear the new series and we hope it keeps listeners entertained for the whole month”.

Kelly MacDonald, Chief Marketing Officer, General Motors Africa and Middle East said: “The holy month of Ramadan is a period we really cherish at GMC considering our strong connection with the Arab culture, and during which we particularly love to reaffirm our emotional ties with our audience. The Kingdom of Saudi Arabia is one of the most important markets for GMC, and we are thrilled to be getting closer to the community through this exciting project featuring our very own 2021 GMC Yukon. We are confident that we have the right partners to deliver nothing less than a premium experience and we can’t wait for AlSilah story to begin.”

Additional quotes on the partnership

Lemya Soltani, Director – Client Partnerships at Next Broadcast Media, said: “With the rise in podcast listeners globally, this partnership represents an evolving trend in this region. Podcasts offer our clients the opportunity to reach their audience in a contextually relevant environment where they can get 100% of a users’ attention without being intrusive. Alsilah is the perfect story for an authentic integration of the new Yukon and we are really thrilled about this collaboration with Finyal Media and Dentsu Aegis where the emerging medium podcast was integrated seamlessly into GMC’s marketing media mix.”

John Ekambi, Digital Director at Dentsu Aegis, said: “Podcasts are rapidly growing in our region; it is an immersive space which offers the possibility to capture listeners’ attention without much distraction. With the launch of the new Yukon and our ambition to connect with our audience, which has adopted this medium, it was important for us to ensure that our partnership was in sync with our brand. It was imperative to maintain an enjoyable listening experience while being contextually congruent, while delivering our brand message. Finyal Media and Next Broadcast Media provided us with the needed support to accomplish this goal.”

About Finyal Media:

Finyal Media  is an award-winning podcast network which provides immersive audio experiences for young Arab listeners across MENA. The company’s mission is to tell stories that help young people reconnect with the Arab world. Finyal Media’s stories bring the region’s culture and heritage to life and range from adaptations of classic stories like 1001 Nights, Juha and Sindbad, which have been re-written for a modern audience, to historical narratives which look at the incredible stories of Arab cities.

Through their podcasts, Finyal Media reach young Arabs in a medium that is digital and on-demand. Their shows have become hit sensations with young audiences, having achieved over 5 million downloads in the Arab world and five #1 hits on the Apple Podcasts charts.  Finyal Media was launched in 2019 by three podcast enthusiasts Mshari Alonaizy, Majid Al Qassimi, and Leila Hamadeh.

About GMC:

With a strong foundation of manufacturing trucks since 1902 and now selling in a dozen countries across the world, GMC offers purpose-built vehicles designed and engineered to the highest standard.

From the compact SUV Terrain, the crossover Acadia and the all-new Yukon to the Sierra, our crossovers and trucks deliver GMC’s signature combination of intuitive technologies and premium execution, with the popular Denali sub-brand representing the pinnacle of GMC design, performance and amenities.