Ever since the revolution the popularity of talk shows has increased drastically due to the limitations imposed during the turmoil e.g. a set curfew, as well as the fact that people are more interested in the political state of the country and are eager to stay updated.

Branded content is still new to the market and therefore people are enticed by the surge of new entertainment content. This has allowed Abla Fahita to grow in popularity fast with the target market as viewers are constantly looking for new sources of entertainment that are engaging, humorous, and light hearted

it is a story of a branded content that managed to be an entertainment brand, an advertising asset to a business equity.

in an attempt to meet our challenges and objectives the Abla took an epic journey started by special appearance in ads that created a lot of controversial discussions that reached the global media that created for her huge popularity that made her move to the next step defending herself in a new way- “Mayetahloushi” (They’re Not Worthy) -electronic dance music track in collaboration with composer Hassan El Shafei showcasing her true provocative personality. From the minute it was uploaded, “Mayestahlushi” was an instant hit, it was the most watched video on YouTube in Egypt with 1,394,77916 views in two days and within the top 20 videos in Tunisia, KSA , Kuwait and Jordan . This result beat Amr Diab the top pop star in the Middle East who only achieved 1,327,072 views in one week for his summer hit track.Out of this online huge success it was time for invading the offline territory and here came the show.

Abla Fahita created extraordinary appeal online by engaging people through a huge social media following. In addition, Abla Fahita seized the opportunity to create a hit song with one of the most famous Egyptian composers, Hassan El Shafiey, this allowed her to connect with the audience and created a new type of entertainment and engagement with her fans.

Abla Fahita took a step further, and the "Abla Fahita Live from the Duplex Show" was created. This allowed fans to directly engage with her before, during, and after the show as well as experiencing Abla Fahita first hand.

The show gave the client the opportunity to be the first in Egypt to broadcast a new type of experiential entertainment breaking the norm by having a puppet as host. The show is built on insights through humorous and engaging content that tackles current news that resonate with the prospect target as well as having top celebrities as guests with the abla in the show.

the show was rated as number 1 in viewership after 2 episodes in the channel ratings and top 5 across all Egyptian channels.

this is a natural integration of original content that has evolved from a puppet that is leveraged as a branded content to an entertaining brand that is not only engaging with the consumers and viewers, but adding a real entertainment value to the people