Got a Question? Ask Ziyad.
Takkah's film introduced Ziyad, ZATCA's generative-AI assistant, as a character people would want to ask, the same guide who then answers their zakat, tax and customs questions online.
- Brand
- Zakat, Tax and Customs Authority (ZATCA)
- Agency
- Takkah
- Market
- Saudi Arabia
- Region
- Saudi Arabia
- Year
- 2025
The challenge
ZATCA unveiled Ziyad at the Digital Government Forum on 6 November 2025. Drawing on more than 130 of the authority's guides, it answers zakat, tax and customs questions by text or voice, and people needed a reason to try it.
The idea
Takkah built the launch around a personality rather than a chatbot. Its cinematic film presents Ziyad as a smart, dependable companion, and the character viewers meet in the ad is the one who helps them moments later when they ask a question. Takkah also produced the film, directed by Karim Ayesh, with Anwar Ramadan as creative director.
Case study source: Ads of the World Source ↗
Credits
- Agency and production house
- Takkah
- Creative director
- Anwar Ramadan
- Director
- Karim Ayesh
