Badael Wins Gold at 2025 Telly Awards for DZRT’s Culturally Rooted ‘Flavors of Origin’ Campaign

Watch the film here 

Riyadh, 04 June 2025 – Badael, a Public Investment Fund (PIF) Company and the manufacturer and brand owner of DZRT, Saudi Arabia’s first locally produced smoking cessation brand, has won Gold at the 46th Annual Telly Awards for its short film “Flavors of Origin” in the Social Video – General: Products & Services category.

The award-winning film is the centerpiece of DZRT’s Flavors of Origin campaign, which celebrates the rich diversity of Saudi Arabia’s regions through flavor. From the citrus groves of AlUla to the coffee traditions of Jazan, the film brings to life the stories and local pride behind each product in the new DZRT line: Hamidh, Unqood, Manga, and Bonna.

The Telly Awards, which recognize excellence in video and television across all screens, have previously honored leading global brands such as Microsoft, Adobe, and Unilever. DZRT’s recognition in this year’s program marks a significant milestone for a homegrown Saudi brand at the forefront of the modern harm-reduction movement.

Launched in December 2024, “Flavors of Origin” introduced a new collection of Modern Oral Nicotine Pouches inspired by native Saudi ingredients and origin. The campaign reinforced DZRT’s mission to provide adult smokers with less harmful alternatives that reflect the tastes and stories of the region.

“Flavors of Origin” reflects DZRT’s core belief: that storytelling rooted in culture can inspire transformation. The brand aims to shift perceptions and spark more mindful consumer choices by fusing heritage with innovation.

Mahmoud Sayed Ahmed, Badael's Chief Marketing Officer, said, “We believe meaningful behavior change begins with stories that reflect local identity. Winning a global award for a campaign rooted in Saudi heritage proves that local voices can shape global conversations—especially in harm reduction, where culturally grounded approaches help people make safer, more informed choices.”

Developed by Badael, Saudi Arabia’s leading tobacco-free company, DZRT plays a central role in the Kingdom’s goal to reduce smoking prevalence as part of Vision 2030’s Quality of Life Program. Badael aims to help one million smokers quit by 2028, with hundreds of thousands already having partially or fully switched to DZRT.

This recognition is more than a creative milestone — it affirms DZRT’s commitment to using culturally grounded storytelling to drive awareness, shift behaviors, and support a transition toward a smoke-free future.