The campaign reflects UGREEN’s approach to developing products that aim to help users stay active, creative, and connected across their daily lives. It underscores the brand’s expansion across multiple product categories and innovations designed to support a more dynamic, tech-driven lifestyle.

As part of the campaign, UGREEN announced Indonesian actor and musician Iqbaal Ramadhan as its brand ambassador for Indonesia. The partnership aligns UGREEN’s focus on empowering people through technology with Iqbaal’s work across music, film, and art.

The campaign includes a short film demonstrating how technology can act as a creative companion rather than just a functional tool. It follows Iqbaal through a busy schedule, highlighting how UGREEN’s products support his workflow: the MagFlow Series Power Bank and Wireless Charger keep devices charged throughout the day, the T6 Magic Wireless Earbuds provide immersive music experiences during work or downtime, and the NAS DXP4800 Plus Smart Storage System secures recordings and video files for easy access. Together, these products illustrate a connected ecosystem designed to keep creativity flowing, wherever users are.

UGREEN continues to expand its presence in Indonesia with a focus on user-centred technology, aiming to empower consumers to stay inspired and productive. The “Activate Your Beat” campaign positions technology as a tool for maintaining rhythm, energy, and creativity in everyday life.

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Framed in the energy of New York City, the film and imagery follow a protagonist whose world shifts from ordinary to extraordinary when joined by her friends, symbolising the joy found in collective moments.

The cast unites a bold mix of influential voices: Ice Spice, Charli D’Amelio, Laufey, and Reign Judge. 

Each talent brings individuality, yet together they represent the spirit of friendship and the optimism of the brand’s new chapter. 

Their presence underscores Kate Spade’s evolving identity—playful, confident, and rooted in community.

At the centre of the story is the Duo Bag, a versatile design styled across the season in fresh colourways. 

Serving as both fashion statement and storytelling device, it mirrors the campaign’s message: life becomes brighter when shared. 

The campaign is now live across Kate Spade channels and will run through February 2026.

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This is Awang’s latest ambassadorship following his recent appointment as the first brand ambassador for Volkswagen Malaysia.

Known to Malaysians as the “Pocket Rocketman,” Awang a track record of world-class athletic achievements and a reputation for discipline, resilience, and national pride—qualities that align closely with the values championed by MHsports. The partnership is part of Malaysia Airlines’ broader strategy to uplift local sporting heroes and foster a spirit of excellence and unity through sport.

As ambassador, Awang will represent MHsports in brand campaigns and spearhead community engagement efforts, particularly those aimed at inspiring young Malaysians. Malaysia Airlines will also support his ongoing training and international competition commitments, reaffirming its commitment to backing national athletes on the global stage.

“Dato’ Azizulhasni’s journey is one of incredible determination and triumph,” Malaysia Airlines said in a statement. “His story embodies the spirit of MHsports, and we are proud to have him represent us both in Malaysia and internationally.”

Awang made history by becoming the first Malaysian cyclist to win an Olympic medal, earning bronze in Rio 2016 and silver in Tokyo 2020. He also clinched a UCI World Championship title in 2017, holds 12 Asian Championship titles, and has claimed multiple podium finishes at international events.

Beyond the velodrome, Awang is a passionate advocate for youth development and frequently shares his experiences through school visits, public talks, and campaigns that promote sportsmanship and unity. His leadership and humility have made him a role model for aspiring athletes across the country.

Datuk Captain Izham Ismail, group managing director of MAG, said, “Malaysia Airlines’ remains deeply committed to supporting national sports development. We are proud to play a role in the journeys of Malaysian athletes, providing travel solutions tailored to their needs as they represent the nation on the world stage. Our goal is to continue building meaningful support systems for the sporting community, while contributing to Malaysia’s growing presence in the international sports arena.”

He added, “In line with this commitment, we are honoured to welcome national cycling icon, Dato’ Azizulhasni Awang, as the official MHsports ambassador. His relentless drive, unshakeable perseverance, and resilience mirror the values we hold at Malaysia Airlines, making him a perfect fit to represent MHsports and inspire the future of Malaysian sports.”

MHsports offers specialized travel benefits tailored for the sporting community, including discounted airfares, extra baggage allowance for equipment, and flexible booking options—ensuring convenience for athletes and teams on the move.

Through this partnership, Malaysia Airlines continues to deepen its involvement in the national sports ecosystem, using its platform to elevate homegrown talent and bring Malaysians together through a shared love for sport.

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The partnership brings together two names known for performance, precision, and a drive for excellence. Azizulhasni, widely known as ‘The Pocket Rocketman,’ is Malaysia’s first Olympic cycling medallist and a globally respected athlete whose journey from rural Terengganu to international sporting success has made him a national inspiration.

VPCM said the collaboration is rooted in shared values — bold performance, resilience, and a commitment to timeless design. These qualities, it added, are embodied both in Azizulhasni’s career and the Volkswagen brand, whose vehicle line-up includes the sporty Golf GTI, the family-oriented Tiguan Allspace, the elegant Arteon, and the flagship Touareg SUV.

“Azizul’s disciplined yet down-to-earth personality, coupled with his international acclaim, reflects the spirit of Volkswagen — a brand that values ambition, style, and connection,” VPCM said in a statement.

As part of the ambassadorship, Azizulhasni will front Volkswagen’s upcoming campaigns, appear in events and digital content, and serve as a key figure in efforts to strengthen the brand’s community presence. The automaker said the collaboration aims to resonate with a new generation of Malaysians who appreciate both heritage and forward-thinking design.

“Azizul’s story is one of extraordinary ambition, agility and drive. Much like our cars, he represents performance that is purposeful and enduring,” said Renate Noessler, managing director of Volkswagen Passenger Cars Malaysia. “He is not just a champion on the track — he’s a role model off it. We are honoured to have him as part of the Volkswagen family.”

He added, “This partnership goes beyond traditional brand endorsements. It reflects a deep connection with Malaysians who value performance, integrity, and long-term confidence in what they drive.”

Meanwhile, Azizulhasni stated, “I’ve always believed that success is built on consistency, detail and the courage to take on challenges — values that align perfectly with Volkswagen.”

He added, “To be chosen as their first ambassador is a true honour. This partnership isn’t just about cars or cycling — it’s about inspiring Malaysians to go further, faster and never settle.”

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The campaign highlights the dedication it takes to be a champion through the rigours of daily physical and mental training, highlighting the latest men’s training apparel, including the brand’s Metal Vent Tech franchise.

As a lululemon ambassador, Lewis will work closely with the brand’s Research and Innovation and Design and Development teams to collaborate on future products, providing insight and feedback on athletic and lifestyle collections. 

Moreover, lululemon’s Centre for Social Impact will also partner with Lewis’ global foundation, Mission 44, to integrate movement and mental health experiences into their efforts to build a fairer future for young people through education, employment, and empowerment.

Nikki Neuburger, chief brand and product activation officer at lululemon, said, “We’re thrilled to welcome Lewis to the lululemon collective as our newest ambassador. Lewis is a game-changer in every sense of the word. His relentless commitment to performance, wellbeing, and impact align completely with what we stand for at lululemon. We’re excited to partner with Lewis to innovate, inspire, and create positive change together.”

Meanwhile, Lewis commented, “lululemon product is such high quality, looks amazing, and ultimately delivers the performance I need it to. I’m excited to partner with a brand that embraces a holistic approach to wellness. Together, we want to inspire our communities to be the best versions of themselves.”

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The collaboration is an expansion of Sun Life Malaysia’s ‘InsureLit Campaign,’ which has already impacted millions of Malaysians across diverse age groups in 2024 through innovative resources like financial literacy roadshows, engaging workshops, a dedicated women financial empowerment award, series of educational articles and videos and interactive board games.

As a father, entrepreneur, and well-loved public figure, Alif Satar brings a relatable and inspiring voice to Sun Life Malaysia’s campaign. Beyond being the face of the brand, Alif will actively participate in initiatives to raise the bar of Takaful literacy among Malaysians, such as the Takaful 101 video series, a digital content series that equips Malaysians with the knowledge needed to build and protect their financial legacies through Takaful.

Speaking on his ambassadorshop, Alif said, “As a father, my top priority is ensuring a secure future for my family, and as an entrepreneur, I believe financial literacy is not just important. I’m proud to partner with Sun Life Malaysia to help more Malaysians make informed financial decisions and secure brighter futures for their loved ones.”

Meanwhile, Raymond Lew, president and country head of Sun Life Malaysia, commented, “Alif Satar reflects the values that define Sun Life Malaysia – the commitment to building resilient family, entrepreneurship, and financial responsibility. With his influence and genuine connection to Malaysians, we are confident that Alif will inspire people nationwide to take ownership of their financial journeys and build meaningful legacies.”

It is worth noting that based on the “Insure or Unsure: Sun Life Insurance Literacy Survey” done in 2024, only 28% out of 1,107 Malaysians surveyed are confident in their knowledge of insurance and takaful products, while almost one-third (32%) have no insurance protection.

Reflecting on these findings, Lew said that their efforts in 2024 showed the power of creative engagement in promoting financial literacy. He noted, however, that there is still immense potential to elevate financial literacy among general Malaysians.

“With Alif onboard, we’re confident we can deepen our reach and inspire Malaysians of all ages to embrace financial responsibility. Building on this momentum, the InsureLit campaign is set to create an even greater impact in 2025,” he concluded.

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The collaboration with NewJeans is a key part of Indomie’s global expansion through its “Oh My Good! It’s Indomie” campaign, designed to captivate younger audiences around the world.

The campaign will launch on November 3, 2024, featuring LED billboards in strategic locations such as Pavilion and Fahrenheit88 in Kuala Lumpur. An Indomie TV commercial will also be broadcast worldwide. Fans can look forward to more updates on the brand’s social media channels. 

Axton Salim, director at PT Indofood CBP Sukses Makmur Tbk (ICBP), said, “We are excited to be the first Southeast Asian brand to collaborate with them. NewJeans’ music and personality, which resonate not only with KPop fans but also the broader audience, align perfectly with Indomie’s fun, energetic, and uplifting character.”

“This is a major step for Indomie to expand our global market and stay relevant with the dynamic young generation,” Salim added. 

Also speaking on the announcement, Elly Betty, deputy head of international division at ICBP, commented, “This excitement will also be extended to various activities in many countries where everyone can experience the excitement of Oh My Good! It’s Indomie campaign.”

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Marking Nadal’s first ever collaboration with a digital company, Infosys and his coaching team are developing an AI-powered match analysis tool with real time availability to simultaneously track insights from his live matches, when he is back on tour, along with historical data from his earlier matches. 

As the digital innovation partner for the ATP Tour, Roland-Garros, Australian Open, and The International Tennis Hall of Fame, Infosys has helped reimagine the tennis ecosystem for a billion fans globally leveraging AI, cloud, data analytics and digital experiences. Most recently, Infosys launched the Carbon Tracker, allowing ATP players to track and offset emissions from their travel on tour, being a first of its kind sustainable tech in any sport.

In addition, Infosys’ partnerships with tennis have also extended to serve communities around the world, a good example being STEM education, made engaging through the lens of tennis, to enable young children to develop a deeper appreciation for STEM studies together with Tennis Australia.

Talking about the partnership, Rafael Nadal said, “I’m very happy to work closely with Infosys, as they work to not only evolve the experience of tennis to the times, but also empower people in our communities to be part of a brighter future. I love the way Infosys has brought its digital expertise across industries to the global tennis ecosystem. 

“It has transformed the tennis experience for a billion global fans and truly empowered all players on the tour with analytics that they could have only dreamt of a few years ago. Also, the impact that Infosys is making beyond the court – creating the next opportunity for people, businesses, and communities – deeply inspires me. I believe it’s our shared aspiration to create societal good that makes our handshake truly meaningful,” he added.

Meanwhile, Salil Parekh, chief executive officer & managing director at Infosys, said, “It is an honor to welcome Rafa – one of the world’s most respected champion athletes and humanitarians – as an ambassador for Infosys. 

He is someone who personifies the spirit of always evolving, never giving up, utmost dedication and determination to give the very best in every situation. We are inspired by his approach, and it reflects our own aspirations to continuously evolve and always remain relevant for our clients,” added Parekh.

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Unveiled through foodpanda’s 10th anniversary campaign in Asia last January, Pau-Pau was introduced to the public as its first-of-its-kind brand ambassador that represents sustainability and empowerment. The pink panda mascot was rolled out on the food delivery platform’s channels and interfaces, including the foodpanda app, website, social media accounts, and live-environment activations, amongst others. 

In an interview with Monika Mikusova, senior director of marketing for APAC, foodpanda told us how Pau-Pau was conceptualised, the traction and sentiment he gained from the public, and moreover, what more can we look forward from him and the brand’s campaigns.

The story behind fun-loving and free-spirited Pau-Pau

Before we got to know the Pau-Pau that we now love, foodpanda has been signing on real-life influential personalities to represent the brand. However, foodpanda’s desire to establish a stronger connection with its communities and give its customers someone they can relate to in their everyday lives led to the creation of Pau-Pau. His inception then began two years ago amidst the lockdowns, with over 200 people across 22 nationalities who worked to bring Pau-Pau to life.

“The creation of our own brand ambassador, Pau-Pau, allows us to connect and engage with millions of people who use the foodpanda app daily in a fresh, new way,” said Mikusova. 

Not only that, Pau-Pau was made to have a personality that matches foodpanda’s values: a fun-loving and free-spirited panda who advocates environment sustainability and believes in empowering people to live their lives on their own terms. He also had his own universe: the ‘Pandaverse’.

“As a reflection of our brand purpose, we centred Pau-Pau’s unique personality and passion points on three key values – living life on one’s own terms, the environment, and food and fun. This speaks to our commitment of making food, grocery and essential services delivery accessible to everyone, everywhere quickly around the clock,” she further explained.

How Pau-Pau inspired the foodpanda community

When we think of foodpanda, the image of Pau-Pau may now be the first thing that comes to mind. This signifies that the pink panda has indeed received love from millions of people across Asia even just almost a year from its launch. Unsurprisingly, Pau-Pau was able to build his own fanbase with his fans wanting to see more of him, even in merchandise— talk about popular!

Mikusova even shared a touching story of Pau-Pau’s fan from the Philippines, “For instance, we saw a Facebook post of a customer in the Philippines requesting for a Pau-Pau plushie or soft toy because it was the only thing her godson wanted for his birthday. We were so moved seeing how much this child loved Pau-Pau, that we wanted to do something special to make his birthday memorable!” 

As a champion of empowerment and sustainability, foodpanda through Pau-Pau has also inspired people to live life to the fullest, by simply encouraging them to grab their favourite foodie whenever they would like at any time of the day. He has likewise been the face of foodpanda’s recent green initiatives such as the ‘Let’s do our Pau-rt’ initiative in the Philippines and the launch of a locally produced and sustainable beer in Singapore called ‘Loaf Like A Panda’.

Will we be seeing more from Pau-Pau?

From having his own universe to his own fanbase, we think we may have already seen a lot from Pau-Pau. But for foodpanda, Pau-Pau is a distinct asset that will always inspire them to tell creative stories. Hence, for them, this is only just Pau-Pau’s beginning. 

“Next year will be even more exciting, and potentially Pau-Pau’s universe may grow in the future,” Mikusova concluded.

This recognition is based on Google Analytics results on the most-read stories of 2022, along with editorial validation on the significance of a leader’s contribution, campaign results, and overall impact.

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Shopee Philippines previously teased the new brand ambassador in a snippet video posted on Twitter on September 28.

Toni Gonzaga has been involved in controversy over the past few months after showing her staunch support to now-elected President Ferdinand ‘Bongbong’ Marcos, Jr., the son of former dictator Ferdinand E. Marcos. It should be noted that Gonzaga has appeared in numerous presidential campaign rallies for Marcos towards the May 9 national elections.

Progressive-minded netizens have called out Shopee Philippines for their new ambassador, with many saying that they would not support a brand that enables political lies.

Netizen @majiksparky stated that with the new announcement, they will switch to rival e-commerce platform Lazada.

Meanwhile, a Twitter user named @ArenoEllen, who is also an online seller, has encouraged netizens to switch to Lazada, claiming that Shopee takes a 15% cut from their payouts, while Lazada takes around 5% of payout.

Many Twitter users have also pointed out that the new brand ambassador comes after Shopee Philippines have recently laid off employees, the latest string of Shopee employee layoffs in Asia-Pacific, including China, as well as in Latin America.

Despite the criticism, Shopee Philippines pushed through with the announcement of Toni Gonzaga’s brand ambassador stint, with her thanking fans for the ‘mentions and engagement’.

A Shopee representative said that Gonzaga was chosen not for her ‘political views’ but rather her mass appeal.

“Together with our newest brand ambassador, Toni, we are working to deliver entertaining content to drive anticipation leading up to the upcoming 10.10 Brands Festival,” they said.

This was not the first time Shopee drew flak with its brand ambassador. When Shopee got international superstar Jackie Chan to be its brand ambassador for its 11.11 Regional Sale in 2021, marketing leaders and creatives criticised the ad for its ‘lukewarm’ and ‘confusing’ direction.

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