Marketing Featured Southeast Asia

Sports candy Himalaya Vajomba launches V-day campaign with mascot Himalayeti

Malaysia — Himalaya Vajomba, an extension of Himalaya Salt Sports Candy, has launched a Valentine’s Day campaign on social platforms, dating apps, and ventured outdoors with their mascot – Himalayeti. This unique creature of folklore popular in the region is Himalaya Sports & Himalaya Vajomba’s brand ambassador. The campaign was done in collaboration with advertising agency Naga DDB Tribal.

Andrew Lim, head of sales and marketing at Nicko Jeep Manufacture, said, “Instead of pushing something tactical and adding to Valentine’s Day clutter, we trust the creative team from Naga DDB Tribal and decided to take a slightly different approach.’’

Hajar Yusof, head of digital experience at Naga DDB Tribal, commented, “We wanted to use this sweet occasion as an opportunity to reach a new pool of audience, but not just as a sponsored ad. So we thought to ourselves – what if our brand ambassador Himalayeti looks for a Valentine? Imagine swiping on Tinder and seeing a fluffy, white creature holding a bouquet of candy for you. I’d swipe right on that.”

The massive mascot whose covered head-to-toe with fur went on the popular dating app Tinder to test his luck on with its pick-up lines. In just 4 days, Himalayeti got 100 matches on Tinder and lots of pick-up lines in return. Naturally, Himalaya Vajomba took that chance to brag about it on social media, which in turn kick-started even more organic conversations online. 

The brand ambassador also went on to the popular social media platform Instagram to slide into people’s dms with some cheesy lines. Many influencers from the sports and lifestyle category responded namely Amira Ayob, Irfan Shamduddin, Amanda Imani, Ira Roslan, Daniel Cheang, Marisa Soraya, and Malaysia’s own movie star, Erra Fazira.

Himalaya Vajomba gave out sweet bouquets to all of Himalayeti’s Valentines as a sweet ending to the campaign, creating even more traction and ending it with a total engagement of 29,471 people, an uplift of +41.7% in follower growth, and 141k of earned media reach.