The creative idea of linking Persil Abaya Shampoo with Abaya fashion gave birth to Arwa’a Abaya on MBC Network in April 2009. The idea was to create a segment in the morning show on the top rated Pan-Arab media channel - MBC1, bringing together 7 amateur Abaya designers. Their designs were showcased in front of a panel of renowned judges, with a prize of SAR 50,000 for the winner.

The concept clicked instantly with the target audience, young Saudi women, who view their Abaya as an integral part of their lives. The segment was engaging and created a platform of self expression on MBC1’s morning show Sabah Al-Khair. Furthermore, the brand benefits were intrinsically embedded in the contents of the show.

There was also a clear association developed between Persil Abaya Shampoo and Abaya Fashion.The show was promoted online through the MBC website, generating buzz for the show. The consumer response exceeded expectations with over 400 registrations received in two weeks from the GCC region.

Besides bringing in success for the brand, the external environment also appreciated the effort. MENA Crystal Festival, an event that recognizes innovations in film, outdoor and marketing communications short listed Arwa’a Abaya for 'Best Campaign for Mass Consumption Products' and 'Best Product for Women', with  Arwa’a Abaya winning the latter.

In 2010, the Dubai Lynx, International Advertising Festival gave Arwa’a Abaya the Bronze award for 'Best Use of Television'.