Saudia airline hands out sanitising prayer beads

Formerly known as Saudi Arabian Airlines, Saudia is the flag carrier of Saudi Arabia, and as such, the main transport method for the millions of Muslim pilgrims who travel each year to the holy city of Makkah (Mecca). This campaign introduces the first sanitising prayer beads, developed especially for the pilgrims who travel with Saudia, which are being handed out to them by the airline. Treated with tea tree oil and intended to last at least for the duration of a five-day pilgrimage where so many gather, the beads retain a core shell which means that they can continue to be used traditionally after the sanitising effect wears off. Makkah is the birthplace of Muhammad, the founder of Islam; the impressive Ḥaram (Great) Mosque has been developed into a sophisticated centre which can accommodate one million worshippers at a time, and is served by advanced communications and access networks as well as artistic and aesthetic enhancements. What do you think of the ad, which not only explains how the beads were developed, but also showcases reactions from users?

Keywords: Saudia ProtecTasbih, sanitising prayer beads, Makkah pilgrimages, Leo Burnett Saudi Arabia, Saatchi & Saatchi Dubai