Ayman Al-Mutairi: 'Warba' raises community awareness and supports meaningful media content

Worqa Bank continues to support meaningful media content by sponsoring the “Bi Daq Waq” (Without Paper) podcast for the second consecutive year, as part of the bank’s strategy to back media platforms that offer diverse content addressing societal interests and contributing to raising awareness through socially, religiously, scientifically, and economically relevant topics with cognitive value.

This sponsorship is carried out in collaboration with Sird Group. The partnership aims to strengthen Worqa’s presence among widely disseminated digital platforms and to link the brand with meaningful content and corporate social responsibility, reflecting the bank’s direction toward expanding its involvement in initiatives that combine media impact with cognitive value.

The importance of continuing the sponsorship is based on the results achieved by the “Bi Daq Waq” podcast between December 2025 and April 2026. A sponsorship performance report showed that, through 10 episodes published within five months, total views reached 21,220,000 across various platforms. The results included approximately 10.1 million views on YouTube, 6.8 million on Instagram, 2.64 million on TikTok, 656,000 on X, in addition to 777,400 audio listens and 327,000 views of YouTube Shorts.

Data in the report also indicate that the main YouTube channel alone achieved a 19% growth in views in 2025 compared to the previous year, reflecting an expanding audience base and growing engagement with the content. This confirms the channel’s ability to sustain its growth momentum, with continued increases in reach across various platforms, including Instagram, TikTok, and audio content, providing sponsors with broad and growing visibility among a large audience segment.

“Bi Daq Waq” is distinguished by episodes covering a variety of topics that touch on different aspects of the audience’s lives, including social, religious, scientific, and economic issues. This gives the sponsorship a dimension beyond traditional brand visibility, by associating with a platform that delivers cognitive content aimed at a wide audience.

Regarding this partnership, Aiman Al-Mutairi, Senior Manager of Public Relations and Corporate Communications at Worqa, said: “Our sponsorship of the ‘Bi Daq Waq’ podcast for the second consecutive year stems from our belief in the importance of supporting purposeful media platforms capable of reaching broad segments of society and delivering content that enriches knowledge and addresses topics relevant to individuals’ lives and diverse interests.”

Al-Mutairi added: “We view this partnership as an extension of Worqa’s role in supporting initiatives that contribute to enhancing community awareness, especially when they can combine diverse content with digital reach. The results of the previous season demonstrated notable levels of reach and engagement, reinforcing the importance of continuing cooperation and leveraging this platform to connect with the audience through content that delivers real value.”

The sponsorship includes the presence of the “Worqa” logo on the channels dedicated to the “Bi Daq Waq” podcast, covering both Instagram and YouTube platforms, as well as leveraging the digital reach of the content across other platforms where the podcast is active.

This presence reflects the bank’s approach to utilizing modern digital platforms to reach audiences in ways that align with current content consumption habits, while maintaining the association of the brand’s media visibility with content of an educational and cognitive nature.

The continued sponsorship of “Beedon Waraq” aligns with “Warba’s” vision to support platforms that contribute to enriching societal awareness and leveraging modern media and digital tools to deliver awareness messages to the public.

Manira Al-Sharifi, founding partner of Sird Group and content producer at “Beedon Waraq,” stated, “Creating a space for serious dialogue and genuine knowledge requires more than our expert guests, who are leaders in their fields, and an audience committed to seeking knowledge; it also requires supportive partners from exceptional institutions such as Warba Bank. Our distinguished partnership reflects a shared belief in the importance of knowledge and cultural investment in building social awareness.”

Al-Sharifi added, “We extend our gratitude and appreciation to our partners at Warba for their continuous support, and we look forward to a season filled with activities that we hope will leave a positive impact on our audience.”

This marks the second consecutive year of the partnership, underscoring the bank’s ongoing commitment to building collaborations with platforms capable of delivering diverse and widely disseminated content, with a focus on topics that benefit society, including financial and awareness-related subjects linked to individual behavior and financial literacy.