Yes I know, Arabic/Latin typo transposition has been happening since ages - yet, Medco managed to still make it fresh and enticing with its campain. The trick was using the "chadde" which is usually used to emphasize letters (in one of the cases they used the skoun which "silences" the letter when pronounced). As I said whereas the original idea of using Arabized latin has been in the market for too long, Medco spiced it up to still make it relevant and interesting which is no mean feat.
