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Alsilah: new drama podcast series launches with innovative approach to product placement

AlSilah – الصلة – a new podcast series launched by Finyal Media in partnership with GMC.

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.

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 colour themes, each with their own personality – outfitted with premium and authentic materials. The premium SUV offers class-leading1 technology, a more spacious interior and a bolder design, complemented by state-of-the-art engineering and performance.

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The first season of AlSilah was launched on 13th April 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 the 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.”

Alsilah is available to listen to for free on Apple Podcasts http://apple.co/alsilah


1Based on General Motors Middle East research and public data available as of August