Tag: Campaign

Indonesia – Lifebuoy, Unilever’s hygiene soap brand, has teamed up with MullenLowe agencies to launch a horror-comedy campaign targeting Gen Z in Indonesia. Amid record-breaking heatwaves, the campaign blends supernatural folklore with humour to promote Lifebuoy’s cooling body wash.

Developed by MullenLowe Singapore, MullenLowe Lintas Group, and MullenLowe Lintas Indonesia, the “Ketempelan Dinginnya” (“Get Possessed by Coolness”) campaign puts a playful spin on “Ketempelan,” an Indonesian term for spirits that cling to people, reimagining it through a refreshing, humorous lens.

In this campaign, “Ketempelan” is reinterpreted as the lingering sensation of heat and sweat that leads to discomfort and body odour. The campaign introduces Lifebuoy Cool Fresh and Lemon Fresh body washes, which claim to provide a 12-hour cooling effect, offering relief amid Indonesia’s extreme heat.

Parnil Sarin, global brand lead at Lifebuoy, said, “The horror genre is a favourite among Indonesians, especially the younger generation, and with the recent heat, it sometimes can feel like a nightmare. The new direction for our “Ketempelan Dinginnya” campaign underscores our brand’s commitment to remain relevant to younger, active consumers, a group who is constantly on the go and who demands freshness no matter the heat.” 

“We hope to encourage consumers to switch to Lifebuoy Cool Fresh or Lifebuoy Lemon Fresh by tapping on Gen Z’s love for humour and the supernatural while reinforcing the importance of hygiene,” Sarin added. 

The campaign rolled out across digital platforms such as YouTube, TikTok, and Instagram, alongside out-of-home activations. 

MullenLowe Singapore, MullenLowe Lintas Group, and MullenLowe Lintas Indonesia collaborated with Thai director Wuthisak Anarnkaporn and production company Factory01, infusing the film with a distinct touch of Thai humour. 

Vinay Vinayak, global business director at MullenLowe Singapore, said, “MullenLowe has been partnering with Unilever and Lifebuoy for decades. We understand that a legacy brand like Lifebuoy needs to be current and young in the way it speaks, which means breaking from tradition.” 

Vinayak continues, “Our research uncovered a culturally relevant insight—horror comedy is a popular genre among our target audience. This inspired us to take a bold leap, redefining hygiene communication with an unexpected, humorous twist. The result? Not only a fresh, engaging narrative for Lifebuoy but also a campaign that helps the brand stand out within the hygiene category.” 

Meanwhile, Sarvesh Raikar, president—creative at MullenLowe Lintas India, said, “The key task was, how does a 90-year-old speak to the 19-year-old of today? Lifebuoy? Horror? Comedy? It was indeed a scary thought and had to be executed while maintaining a fine balance between the brand and entertainment.” 

“Our director, Wuthisak Anarnkaporn, was exceptional in understanding this and helped us weave the story, keeping the brand essentials centre stage, such as the health expert and the germs—things that are fundamental to Lifebuoy’s identity. In fact, the health expert acting in the ad has been the same person for 15 years now. Except this time, he is much cooler, sporting sunglasses! ” he added. 

Philippines – Beauty brand Dove is advocating for body positivity among Filipina athletes in its latest International Women’s Month campaign.

Dove’s campaign spotlights ‘The Invisible Game’ of a usually underrepresented sector: women in sports. It highlights female athlete’s battles, especially their struggles with body insecurity, and empowers them to continue their sport.

The campaign video underlines these hidden battles, juxtaposing their moments of triumph and personal struggles. Featuring professional Filipina athletes Michelle Cobb, Inna Palacios, and Sofia Gonzalez, the digital video encourages its viewers to help uplift women amidst ‘The Invisible Game.’

Continuing its efforts to foster body positivity, Dove showcased over 60 Filipina athletes and their bodies that power their wins. The initiative turns their insecurities into ‘Invisible Wins,’ helping female athletes embrace their bodies.

Additionally, Dove has teamed up with Atleta Filipina, an organisation dedicated to empowering young female athletes in the Philippines. Through the partnership, Dove and Atleta Filipina hosted a ‘Spartans Boxing Club’ event on International Women’s Day, catering to young athletes.

Dove and Atleta Filipina is also set to launch the first season of a new digital interview series, celebrating Filipina athletes and their sports victories. The series, titled ‘Atleta Filipina: She Speaks,’ is bringing in guest athletes to share their battles along with their wins to inspire other athletes in their journeys.

“Dove is unwavering in its commitment to do the work in keeping every woman seen, heard, and celebrated—especially as we aim to uplift the Filipina athlete community by shedding light on an issue that has long since plagued our female athletes. Our efforts will not end in March, and we see this as just the beginning of creating a better, stronger, more visible community of Filipina athletes in the future,” Shantel Gruenberg, assistant brand manager for Dove Deos, said.

Philippines – SM Supermalls is advocating for a waste-free future through its nationwide ‘Trash to Cash’ (TTC) initiative, where people can exchange recyclables for cash. 

The program led to SM Supermalls collecting over 12 million kilograms of waste in 2024, generating a total of more than P28m earnings for participants.

TTC is part of SM Supermalls’ ‘Waste-Free Future’ campaign, which has been running since 2007. It promotes proper waste segregation and recycling while enhancing environmental awareness. The financial benefits also empower communities.

SM Supermalls nationwide hold the TTC every first Friday and Saturday of the month, making it convenient and accessible for individuals to participate.

Drop-off points are spread across 87 malls in the Philippines, where customers can dispose of papers, plastic bottles, and other recyclable waste.

More than reflecting SM Supermalls’ sustainability strategies, it also allows individuals to contribute to the circular economy and eliminate waste pollution.

“TTC is more than just a recycling program—it’s a movement that enables communities to turn environmental responsibility into real opportunities. By participating, people not only contribute to waste reduction but also gain financial incentives, proving that sustainability can be both impactful and rewarding,” Steven Tan, president at SM Supermalls, said.

Singapore – E-commerce platform ZALORA is blending style into modest wear in its ‘ZALORAYA 2025’ campaign. The new campaign is redefining modest wear in the midst of Ramadan, weaving modernity with tradition.

‘ZALORAYA 2025’ builds on the Ramadan tradition of donning festive attire for family gatherings.

Through a short film, ZALORA captures a stylish family wearing its curated collection, turning heads within their neighbourhood. The feature film incorporates humour through characters like a social media sensation grandma and a dad father clad in a contemporary biker look.

Employing an omnichannel strategy, ZALORA moves beyond the digital space to physical pop-up events in Malaysia, Indonesia, and Singapore.

ZALORA’s first-ever physical store will be set up in Kuala Lumpur, where a kampung-inspired fashion show will also be held. Its event in Indonesia will feature homegrown brands, tapping into the market’s national pride. Meanwhile, it will conduct a styling session in Singapore.

As ZALORA champions innovation, it is bringing back designer Syomirizwa Gupta with ‘Lé Chic Raya’ collection, fusing French and Malay heritage.

While promoting inclusivity, ZALORA is introducing plus-size clothes for men under ZALIA Basics. It also introduced an outfit series designed specifically for coordination between cats and cat lovers, called the Lubna Meow Series.

ZALORA’s new collections continue to promote sustainability using eco-friendly and timeless materials, ensuring that festive garments can maintain their wearability even outside of the Ramadan season.

“Fashion is about confidence, joy, and inclusivity. ZALORAYA 2025 celebrates this core cultural experience by offering stylish, accessible options for every family member,” Neha Bhasin, regional brand communications director at ZALORA, said.

India – For the first time in its history, Britannia has redesigned both its ‘Marie Gold’ biscuit and packaging to honour Avani Lekhara, India’s first female athlete to win gold at both the Paris 2024 and Tokyo 2020 Games, marking a historic tribute to her extraordinary achievement.

As part of the ‘Avani Lekhara Special Edition,’ each Britannia Marie Gold biscuit has been redesigned to match the dimensions of the target from Lekhara’s gold-winning performance at the Paris 2024 Games. Additionally, every biscuit is etched with the exact position of her winning shots, offering a tangible representation of the precision required to hit a 10-meter target in competitive shooting.

Developed in collaboration with creative agency Talented, Britannia’s special edition Marie Gold biscuits also mark a first—featuring an athlete of Avani Lekhara’s stature on the packaging—reflecting her achievements while acknowledging the broader conversation around women’s representation in sports.

Commenting about the launch, Avani Lekhara shared, “In shooting, perfection is measured in millimetres. I hope that by holding this biscuit, people understand the immense focus and precision it takes to win at the highest level. I’m honoured that Britannia Marie Gold is celebrating this journey and inspiring young girls to aim high.” 

Siddharth Gupta, general manager for marketing at Britannia Industries, added, “Britannia Marie Gold has always stood for women’s empowerment, celebrating their resilience and ambition. Avani’s achievement exemplifies what Indian women can accomplish when given the right opportunities. This special edition is a tribute to her and to every woman striving to make history.” 

The launch of the special edition biscuits is accompanied by a campaign film, highlighting the brand’s redesign of both its biscuit and packaging. This initiative aligns with Britannia Marie Gold’s ongoing commitment to ‘Do More. Be More.’

Javaad Ahmed and Teresa Sebastian, creatives at Talented, emphasised, “By transforming the very shape of Britannia Marie Gold, we aim to offer India a powerful, tangible way to appreciate Avani’s feat. This campaign not only celebrates a pioneering athlete and furthers intersectional feminism but also highlights the under-represented sport of air rifle shooting.” 

Tanvi Gandhi, director at Little Button Films, remarked, “Avani doesn’t just break records—she breaks perceptions. Through the film and this campaign, our target was to make an invisible challenge visible, and we’re proud to create a film that does justice to air rifle shooting’s quiet dynamism and to the superstar/supergal that is Avani Lekhara.” 

The Britannia Marie Gold Avani Lekhara Special Edition pack is available on Swiggy Instamart in Mumbai, Bangalore, and Hyderabad, with rapid delivery for quick access to the limited-edition release.

Singapore – The Singapore National Co-operative Federation (SNCF) has launched “Co-op of the Day” (#COTD), a brand awareness campaign celebrating the 100th anniversary of the Singapore Co-operative Movement (SCM).

Hosted on SCM’s Instagram and Facebook pages, the campaign showcases the impactful work and inspiring stories of Singapore’s co-operatives, aiming to raise awareness of their social contributions among younger audiences.

The four-month campaign, running from mid-December 2024 to March 2025, features a series of short-form vertical videos on Instagram and Facebook. It aims to inform audiences about co-operatives in Singapore in a concise and accessible format. The campaign coincides with the 100th anniversary of the Singapore Co-operative Movement, which began with the establishment of the first co-operative in 1925.

SNCF also collaborated with local production house It’s Like Depth to produce the campaign, aiming to engage younger audiences. The first five episodes feature POLWEL Co-operative Society Limited, Runninghour, NTUC FairPrice Co-operative, TCC Credit Co-operative, and GP+ Co-operative.

The campaign will conclude with a seven-minute talk show highlighting three of Singapore’s oldest co-operatives—Singapore Government Staff Credit Co-operative, Singapore Statutory Boards’ Employees Credit Co-operative, and Citiport Credit Co-operative—each marking its centennial anniversary. Through personal stories, the campaign explores the social impact of co-operatives over the years.

Verene Cheong, head of marketing communications and strategy of SNCF, shared, “We embarked on this project with the aim of showcasing the meaningful work of our co-operatives in ways that resonate with today’s youths—capturing the essence of their work in a concise, engaging, and relatable manner. The beauty of curating this campaign is that it is human-centric, and the focus is on the social impact each co-operative has made on both society and its members.” 

“Through this campaign, we hope that people can better understand cooperatives, showcase the good work by our co-operatives and attract more people to join Singapore’s co-operative  movement,” Cheong added. 

The #COTD campaign highlights key milestones of the Singapore Co-operative Movement while showcasing the role of co-operatives in the country’s social landscape. By sharing personal stories, it seeks to increase awareness and understanding of the contributions co-operatives make to society.

India – Britannia Good Day’s latest campaign takes a bold approach to settling the age-old debate of the best biscuit for chai—by leaving the biscuit out of the ad entirely.

Britannia launched a campaign in early 2024, featuring TVCs and a collaboration with Chai Point at the Maha Kumbh, where lakhs of cups of chai were enjoyed daily with Good Day. This organic connection takes centre stage in the campaign’s next phase.

Developed by Talented.Agency, the multimedia campaign ‘HEADLINES’ highlights the long-standing connection between Good Day biscuits and chai, drawing on the idea that the biscuit’s familiar round shape naturally comes to mind with every sip of tea.

‘HEADLINES’ is rolling out across multiple cities, appearing at key chai consumption spots such as modern trade outlets, IT park food courts, and general trade ‘chai tapris,’ with plans to expand into quick commerce and branded collaborations.

Archana Balaraman, general manager for marketing at Britannia, said, “Britannia Good Day is a household name, enjoyed across several occasions… including & especially with India’s beloved drink—chai. To cement this perception, we wanted to reinforce Good Day as more than just an option but as an iconic part of the chai experience. The creative platform—HEADLINES—delivered this beautifully. It takes the form of the biscuit, is infinitely scalable, and establishes the juxtaposition to prompt this behaviour.” 

Balaraman continued, “We’re excited to begin this charter Pan India across touchpoints where chai is purchased & consumed. Each cup is special—why else would our minds ask for a good day with it? ”

Javaad Ahmed and Spandan Mahajan, creatives at Talented, added, “It was right there. For years, our minds have been asking for a Good Day with chai. Isn’t it time we take our minds seriously? In the chai-biscuit debate, the variable has always been the biscuit. But it’s clear now—whichever brand of chai you’re drinking, whatever masalas you’re adding, whether you’re drinking out of a cup, glass, or kulhad… there’s only one biscuit on your mind! ”

Thailand – The Stop Gambling Foundation and Dentsu Creative Thailand have joined forces to launch an initiative that turns the tactics of gambling ads against themselves to expose the risks of online gambling and protect Thai youth from addiction.

The “Tit for Tat: Stop Online Gambling” campaign repurposed gambling ads, altering their content to highlight the risks instead of promoting gambling. Designed to resemble typical gambling promotions, the ads ultimately revealed real stories of young people affected by gambling addiction.

Dentsu Creative Thailand developed the campaign’s strategy, using the same tactics as gambling ads to raise awareness of their risks. The ads were placed on TikTok, a key platform for Thai youth, to maximise visibility.

The campaign responds to the growing crisis in Thailand, where, despite being illegal, online gambling draws over three million children—one-third of all youth—into debt and crime each year. Gambling sites exploit social media ads to target vulnerable youth, bypassing efforts to block them.

Using the same digital strategies as gambling websites, Dentsu Creative Thailand aimed to counter deceptive online gambling ads, raising awareness among Thai youth and encouraging informed decisions.

Indonesia – Google Play and DDB Group Singapore have introduced a new campaign that reimagines family gatherings during Ramadan, turning them into virtual gaming experiences.

Launched on 4 March in Indonesia, the ‘Level Up Ramadan with Google Play’ campaign highlights how gaming has become a shared activity during Ramadan, with families and friends playing together while waiting for Iftar. 

The campaign film video depicts a family’s preparation for the evening meal turning into a friendly gaming competition across generations. A twist in the campaign reveals the family matriarch as the unexpected gaming champion, challenging stereotypes and emphasising that gaming is for all ages.

Additionally, the campaign highlights the convenience of topping up gaming credits through Google Play, allowing players to continue their sessions seamlessly during Ramadan.

Speaking on the campaign, Vinod Savio, CCO of DDB Group Singapore, said, “Our aim was to create a campaign that resonates with the familial spirit of Ramadan while also reflecting the modern dynamics of family entertainment. We wanted to subvert the usual expectations and celebrate the gaming prowess that can come from any member of the family, even the most unassuming ones.” 

The campaign will be featured on YouTube and YouTube Shorts, supported by influencer collaborations. Google Play has also partnered with popular games like Free Fire and MLBB to offer exclusive promotions during Ramadan, providing players with additional in-game benefits.

Amanda Chan, product marketing manager at Google Play, shared, “Ramadan is a time of unity and reflection, and we wanted to ensure our users can enjoy gaming together without hassle. Partnering with DDB Group Singapore, we’ve managed to capture the essence of this season, celebrating the joy of gaming with seamless and secure transactions.”

The campaign follows DDB’s ‘Protect Your Play’ initiative, which launched in August 2024 with Indonesian action star Iko Uwais. That campaign raised awareness about online security risks for gamers and the importance of staying vigilant against cyber threats.

Singapore – Financial services company Manulife Singapore is encouraging Singaporeans to share their recovery stories in its latest social media campaign. The initiative aims to nurture a supportive community, helping others persevere amidst recovery from serious illnesses.

The ‘Journey to Better SG’ campaign invites survivors, caregivers, family members or friends of a patient to share stories of healing. 

These stories can be posted on their Facebook or Instagram accounts including the hashtag ‘#JourneyToBetterSG’ to join the contest. Participants can also post on Manulife Singapore’s social contest post to join until March 16, 2025.

Manulife Singapore is awarding shopping vouchers to selected participants who shared the most inspiring stories.

“Manulife Singapore wants to use ‘Journey To Better’ to start a conversation on health and longevity in Singapore. As a leading global insurer, Manulife wants to support our customers not just in financial health but also physical and mental wellbeing. ‘Journey To Better’ is a celebration of resilience and the remarkable strength found in community support. By sharing these journeys of recovery, we aim to inspire hope and remind everyone that they are not alone in their battles,” Mark Czajkowski, chief marketing officer of Manulife Singapore, said.