QBB’s campaign emphasises the qualities of pure ghee made from 100% milk fat, positioning its aroma, taste and heritage as differentiating factors in the market.
The partnership is now fully operational and will support the bank across its brand, retail, and business portfolios.
Rather than creating a conventional festive envelope, the agency focused on the process behind making dodol as a metaphor for relationships and shared experiences during Raya.
In a statement to MARKETECH APAC, a spokesperson for The Trade Desk has confirmed floating questions regarding Publicis’ leaked memo, but stressed that they have not failed it.
The move follows a decision by the Australian Competition and Consumer Commission (ACCC) not to renew the Marketing in Australia of Infant Formulas (MAIF) Agreement, a voluntary code that expired in February 2025.
The campaign film features several Malaysian personalities, including Sarimah Ibrahim in the lead role, alongside Fahrin Ahmad, Akhmal Nazri, Lyssa Jean, Wani Kayrie, Sharifah Rose, and Ayda Jebat, who is also a Watsons ambassador.
The campaign was created by an all-female team, including models, creatives, and production staff, aligning with the brand’s focus on women-led storytelling.
This year’s jury, composed of the Philippines’ most distinguished marketing professionals, will leverage their deep expertise to evaluate entries across a wide range of categories.
It added that the partnership would support the increased application of data and artificial intelligence (AI) within its operations.
The campaign focuses on everyday scenarios to underscore the role interpreters play in ensuring accuracy, confidentiality and professionalism in sensitive settings.
