UTurn Entertainment Produces The Ramadan Content
TikTok has launched ‘Daily Fawazeer for Brands,’ a novel collaboration with UTurn Entertainment for Ramadan this year.
Based in Jeddah, Saudi Arabia, UTurn Entertainment produces premium Arabic content for global consumption. The company’s new alliance with TikTok aims to deliver Saudi-produced entertainment to TikTok’s diverse audience.
Originally an Egyptian television show featuring riddles presented musically, the TikTok-UTurn initiative for Ramadan has been adapted to cater to contemporary audiences.
Hosted by two well-known Saudi TikTok creators, users can unravel daily Fawazeer before the answer is unveiled post-iftar, enriching the Ramadan experience on the platform and integrating TikTok entertainment into Ramadan rituals.
Shadi Kandil, General Manager of Global Business Solutions, Middle East, Turkey, Africa, Central and South Asia at TikTok, said: “Fawazeer Ramadan dates back to the 1960s, holding significant cultural sway, particularly in the Middle East.
“In collaboration with UTurn, we fuse tradition with a contemporary twist to resonate with today’s diverse demographics. Through this exclusive adaptation and partnership with premium Saudi publishers, we celebrate our culture and engage new audiences, offering advertisers a prime avenue to connect with fresh consumer segments.”
Kaswara Alkhatib. Founder and Chair of UTurn Entertainment noted: “Reviving the tradition of Fawazeer Ramadan transcends mere homage to our heritage; it embodies innovation and evolution.
“At UTurn, we acknowledge the multifaceted nature of storytelling and the potency of collaboration. Partnering with TikTok enables us to boldly experiment with formats, infusing vitality into timeless narratives while accessing new audiences.
“This collaboration preserves culture and forges new pathways for engagement and connection, shaping the future of content creation.”
UTurn’s adaptation for TikTok seeks to encapsulate the essence of the Ramadan tradition while incorporating visual elements central to the content through TikTok’s native visuals, facilitating authentic branded content experiences.
Ramadan is witnessing heightened engagement and spending across the MENA region, and it presents a ripe opportunity for businesses to showcase their offerings.
Featured image: Two Saudi TikTok creators host ‘Daily Fawazeer for Brands’. Credit: TikTok
