MAM
Saudi govt launches campaign across mediums to tab extremism
MUMBAI: The government of Saudi Arabia has been carrying out a national public awareness and education campaign as part of its strategy to combat extremism.
The programme features advertisements on television, radio and billboards, as well as programmes on television, in schools and mosques, and at sporting events. The objective is to educate Saudi citizens about the true values of the Islamic faith and the importance of tolerance and moderation.
Adel Al-Jubeir who is the foreign affairs advisor to Crown Prince Abdullah bin Abdulaziz says, “The campaign will help educate our public, especially our young people about the dangers of extremism and terrorism.”
The campaign, conducted over several weeks, has as one of its enterpieces a series of public service advertisements. These air up to 25 times a day on a number of Arabic satellite networks including Al-Arabiya, MBC and Future Television, as well as on Saudi TV channels.
Six government ministries are coordinating the development and execution of the programs. The Ministry of Education, for example, is sponsoring lectures at public schools that promote moderation, tolerance and peace and point out the dangers of extremism.
Al-Jubeir adds, “The bottom line is that no Saudi citizen will be able to escape the clear message that intolerance, violence and extremism are not part of our Islamic faith or Saudi culture or traditions. We are using different forms of communication to send a clear and powerful message, and we are taking serious actions to undermine the strength of those that try to misguide our young people.”
Over a two-week period, schools and mosques in the country will devote time to lectures promoting moderation and tolerance, and highlighting the evils of terrorism. The advertisements in the different media are all in Arabic. The aim is to foster concepts to destroy the mindset of hate and violence and appeal to the values that all Saudis share, to work for a better society without extremism.
There are three phases to the campaign. The first is designed to personify and humanize the victims of terrorism. Al-Jubeir points out that over the past two years, more than 500 people have been killed or injured by acts of terrorism in the Kingdom, including over 35 brave security officers who gave their lives in the line of duty and over 200 who were injured.
“The first spot depicts a father who lost a son through terrorism. Phase II of the campaign is designed to make clear that terrorism and extremism are not part of our faith, culture or society. The final phase is designed to promote values and feelings of national pride. The Saudi people have been galvanized in opposition to Al-Qaeda and terrorism in general, and this message is meant to continue to reinforce and mobilise national opinion.
“In addition to the advertising campaign, we have also developed a series of special programming, some of which is designed to reach a younger audience. We have a multi-series programme The Discourse of Mind and Logic. This is a series of documentaries that addresses how terrorist ideology was spread in the region and in the Kingdom and the effect it has had on Saudi Arabia. In this example, the narrator relates these effects on society and family, and you will meet children whose innocence and future have been altered by terrorism.
“Then there is a programme is from another series of documentaries Why? You will see members of families grieving because of acts of terrorism that have killed or injured their loved ones. The goal of this programme is to reinforce the importance of the true ideals of Islam — tolerance and peace. By relying on faith, it will help them overcome such tragedy.”
Al Jubeir explains that this national multimedia public service campaign is similar to, but more intense than, the Just Say No or Friends Don’t Let Friends Drink and Drive campaigns in the US. “We are using different forms of communication to send a clear and powerful message, and we are taking serious actions to undermine the strength of those that try to misguide our young people.
“God willing, this campaign will help educate our public, especially our young people, about the dangers of extremism, and contribute to the war against terrorism.”
Brands
Kwality Wall’s reports standalone losses following strategic HUL demerger
Ice cream major faces Rs 64 crore Ebitda loss amid commodity inflation and muted Q3 sales
MUMBAI: Kwality Wall’s (India) Limited (KWIL) has released its first set of financial results as a standalone entity, revealing a challenging start to its independent journey. Following its successful demerger from Hindustan Unilever Limited (HUL) on 1st December 2025 and its subsequent listing on 16th February 2026, the company is navigating a transition period marked by structural changes and high input costs.
For the quarter ended 31st December 2025, the company reported revenue of Rs 222 crores. Despite the revenue base, the bottom line was impacted by several factors, resulting in an Ebitda loss of Rs 64.2 crores. When calculated on a Pre-IND AS 116 basis, the Ebitda loss stood at Rs 83.8 crores.
Organic Sales Growth (OSG) declined by 6.5 per cent year-on-year during the quarter. Volume growth, however, saw a marginal increase of 1.2 per cent. The company reported a gross margin of 41.5 per cent. Additionally, exceptional expenses amounting to Rs 94 crores were recorded, primarily linked to non-recurring costs during the transition phase.
Performance across portfolios and channels was mixed. Within the impulse portfolio, brands such as Magnum and Cornetto recorded mid-single digit volume growth, indicating steady demand in on-the-go consumption. However, the in-home portfolio, which includes take-home packs, experienced muted consumption. The company is planning a relaunch of this category with improved offerings ahead of the 2026 season.
Quick commerce (Q-Com) continued to emerge as a strong growth driver, delivering robust double-digit growth during the quarter. Meanwhile, the company also expanded its physical distribution network by increasing the number of company-owned cabinets across markets.
Margin pressure during the quarter was driven by a combination of one-off factors and broader cost inflation. Gross margins were impacted by around 600 basis points due to trade investments made for stock liquidation. Additionally, cocoa price inflation contributed to another 400 basis points of pressure on margins.
Deputy managing director Chitrank Goel attributed the muted performance partly to prolonged monsoons and transitional challenges linked to the GST framework. Operating expenses also increased as the company invested in establishing its standalone supply chain, operational systems and corporate infrastructure following the demerger.
Looking ahead, the management remains focused on a volume-driven growth strategy. To restore profitability, the company has initiated a cost productivity programme aimed at reducing non-consumer-facing costs. It is also working on building regional manufacturing networks to optimise logistics expenses and improve operational efficiency.
The commodity outlook for the near term remains mixed. Dairy prices are expected to remain firm due to tight supply conditions and rising fodder costs. Sugar prices may also move higher following increases in the Minimum Selling Price (MSP). While cocoa prices have moderated recently, currency depreciation has offset some of the potential cost relief for the company.
