Tag: Marketing

Kuala Lumpur, Malaysia – Mastercard, a technology company in the payments industry, and beverage brand Ribena Malaysia has collaborated to reward customers through the Mastercard Gamer Exchange. 

The partnership rewards gamers through the platform when they purchase eligible Ribena products. Each purchase allows customers to earn points on the Mastercard Gamer Exchange platform, which can be redeemed for gaming credits.

Customers can exchange gaming credits using Ribena products starting Oct. 1, 2024.

Ribena Malaysia is the first consumer goods partner to be on the Mastercard Gamer Exchange platform.

The gaming industry has been rapidly growing with more people calling themselves gamers globally. In Malaysia, revenues from gaming are predicted to hit US$650 million this year. Consequently, technology has constantly been adapting for more suitable devices and increased internet coverage for gaming. 

In response to these trends, Mastercard developed the gamer exchange platform to change the rewards programs in the market. Brands can integrate the Mastercard Gamer Exchange into their reward programs’ applications or websites.

Additionally, Mastercard Gamer Exchange allows users to redeem their points in small amounts. This means that gamers do not have to accumulate large quantities of points before they can redeem gaming credits.

“As the #1 blackcurrant drink in Malaysia, Ribena is constantly looking at innovative ways to connect with a new generation of consumers and to ensure that our valued consumers have a rewarding and enjoyable moment. This partnership with Mastercard brings that purpose to life – with Ribena, gaming enthusiasts now get to enjoy that unparalleled Ribena blackcurrant taste, whilst rewarding themselves with gaming credits,” Rodney Tan, marketing director for Suntory Beverage and Food Malaysia, said.

“Mastercard has always aimed to connect people with their passions, such as sports, arts, music, and gaming. Mastercard Gamer Exchange – the world’s first reward points conversion engine for gaming credits – was conceived with the vision of bridging our partners’ loyalty programs with the global gaming community,” Kaveri Khullar, senior vice president for consumer marketing & sponsorships of Asia-Pacific at Mastercard, said.

“With one simple, seamless solution, Mastercard Gamer Exchange establishes an entirely new category in rewards redemption, giving gaming enthusiasts a novel way to add gaming credits; offering game publishers and developers a new distribution channel – one that didn’t exist before; and providing brand partners with a fresh approach to connect meaningfully with this fast- growing demographic,” Khullar added.

“The partnership between Mastercard and Ribena, one of the most beloved consumer brands in Malaysia, is a gamechanger in consumer engagement. Mastercard is excited to be working with Ribena to help them deepen their engagement with this diverse audience. Mastercard Gamer Exchange is a recognition that gaming is a popular passion globally and specifically in Southeast Asia, and that rewarding gamers means rewarding an incredibly broad demographic of consumers and creating something meaningful for them,” Dheeraj Raina, vice president and head of marketing and communications of Southeast Asia at Mastercard, said.

Digital financial services platform Atome has also partnered with Mastercard, entitling Atome card holders in the Philippines to earn gaming credits.

Singapore – Moon Rabbit Singapore, an integrated advertising agency, has announced the appointment of Bettina Feng as head of integrated production. Feng will help expand the agency’s client base.

Previously, Feng worked at Iris Singapore as head of integrated content production and director of integrated services.

Feng brings over 20 years of experience in production, having worked at BBH, M&C Saatchi, JWT, and DDB Group. She has spearheaded production for various brands, including McDonald’s, Singapore Tourism Board, StarHub, Trust Bank, and government agencies.

As head of integrated production, she will work closely with managing partners Michael Banner and Benson Toh.

“What excited me most about Moon Rabbit Singapore was their cutting-edge client work and forward-thinking vision. I am confident that with the current team in place, I will be able to make the best use of my capabilities and push creative boundaries to showcase the agency’s potential,” Feng said.

“Bettina’s extensive experience in creative and production departments is valuable. Her focus will be to build an integrated production department that can merge the production of digital, film, print, and on-ground activations to provide more streamlined solutions to our clients,” Banner said.

“Having worked alongside Bettina at DDB Singapore, I witnessed her exceptional talent firsthand. We have gained a valuable asset in her integrated production expertise and I look forward to working with her again,” Toh added.

Singapore – Creative studio PUSH has joined forces with production company Play Films to launch the new creative studio PUSH▷PLAY in Singapore. The creative studio’s work focuses on youth trends and culture. 

The creative studio leverages Play Films’ experience in the Southeast Asian (SEA) market and PUSH’s international network of directors and creatives. This blend of capabilities equips PUSH▷PLAY with expertise in the Asian youth culture and authentic storytelling.

PUSH’s portfolio reflects its culture-driven approach to storytelling. It recently worked with Megan Thee Stallion’s ‘Mamushi’ music video and Hennessy for a campaign featuring Jackson Wang. It also created a skatepark and gallery activation for Vans.

Meanwhile, Play Films is known for its projects with Sony Ericsson and Marina Bay Sands featuring David Beckham.

Recently, PUSH▷PLAY’s first major project for PUMA, in partnership with agency GOVT, rolled out in SEA. The campaign titled ‘See The Run Like We Do,’ celebrates everyday runners in the region.

“We’ve known PUSH for years, first working on Adidas projects together in Shanghai. We’ve always admired their ability to tap into subcultures and bridge them into commercial worlds. There’s a momentum in Singapore that feels primed for this kind of aesthetic and energy,” Julie Chung, co-founder of Play Films, said.

“I’m excited to create work that builds upon our style, cultivated in China and Japan. Doing it alongside David and Julie makes it a joy – they genuinely care for crew and clients, and have such a passion to create great work,” Jonathon Lim, PUSH founder and creative director, said.

New Delhi, India – Oppo India is celebrating unity amidst diversity in its latest Diwali campaign ‘Vishwas Ka Deep.’ The campaign highlights the different ways Diwali is celebrated across India.

The campaign film expresses the message “Har Diwali Vishwas Ka Deep Jalati Hai,” which focuses on the hope that connects people across various communities during the festive season.

Featuring various Diwali traditions, the film begins with the celebration of Budhi Diwali in Kullu Valley, where tribes sing and dance around a flame. It then moves to Mandrem, where the Narak Chaturdashi is held, commemorating the destruction of evil through a torch. It also shows the celebration of Thar ki Diwali in Rajasthan, where the puppetry art form can be seen.

The film also features the durability of OPPO’s smartphones, including the Reno12 Pro 5G, F27 Pro+ 5G, and A3 Pro 5G.

Additionally, OPPO has released an interactive microsite showcasing unique Diwali traditions in different places in India.

“With #VishwasKaDeep, we are bringing together the diverse cultural essence of Diwali, and how the light of trust and hope unites families, friends, and communities. We have also created an interactive microsite that allows smartphone users to explore Diwali from various regions and create their AI-driven festive postcards,” Karan Dua, head of brand marketing at OPPO India, said. 

“The sentiment of trust and resilience aligns with OPPO India’s commitment to delivering premium user experiences through durable and reliable smartphones,” Dua added.

Singapore – McDonald’s Singapore is encouraging young people to love themselves with the ‘Lovin’ Me’ campaign for World Mental Health Day. The campaign, led by public relations agency Golin, aims to help young Singaporeans nurture self-love and resilience.

Through the campaign, McDonald’s intends to provide the youth access to mental health resources. A recent study from the Institute of Mental Health prompted the initiative, as it found that one in three young people has experienced severe signs of depression, anxiety, and stress.

McDonald’s released the ‘Lovin’ Me’ anthem and music video, which captures the themes of self-love, resilience and acceptance. Featuring local talents Haneri, WHYLUCAS, and LAYYI, the song encapsulates the youth’s emotional journey and empowers them.

The campaign also encourages open dialogue on mental health through the ‘Lovin’ Me Conversations’ podcast series, also hosted by Haneri. The podcast will feature mental health advocates and experts to talk about their insights about the issue. 

The ‘Lovin’ Me Playbook’ also offers mental health resources tailored for young people, including messages they can share with others. The digital guide aims to spread awareness, designed to be accessible to the youth.

Additionally, McDonald’s is launching the ‘Lovin’ Me’ Reminders, sticker sheets featuring uplifting illustrations and anthem lyrics. It can be downloaded on laptops and mobile devices.

Last year, McDonald’s Singapore launched the ‘Feelings Cards’ tailored for younger children to recognise and express their emotions. Building on this initiative, the ‘Lovin’ Me’ campaign extends to teens and young adults.

“At McDonald’s, we believe in supporting the communities we serve, and that includes our youth who are at the heart of Singapore’s future. With ‘Lovin’ Me’, we want to create a safe space where youth feel seen, heard, and uplifted. We hope to inspire a community that prioritises mental well-being and empowers youth to embrace who they are while seeking the emotional support they need,” Benjamin Boh, managing director of McDonald’s Singapore, said.

“I have hope that our efforts will fuel conversations that empower them to share their stories and, more importantly, spark dialogues that create real change.” Shouvik Prasanna Mukherjee, executive vice president of global creative innovation and chief creative officer of APAC at Golin, said.

Hamilton, Bermuda – Dewar’s Blended Scotch Whisky has refreshed its brand platform with the ‘Here’s to the Story’ global campaign. The brand platform is in celebration of Dewar’s 180 years in the industry.

‘Here’s to the Story’ alludes to Dewar’s history and its role in promoting Scotch Whisky worldwide while remaining committed to new discoveries. The campaign is made for life explorers who yearn for new experiences, incorporating themes of curiosity and sophistication. 

Dewar’s believes that life’s essence is in experiences, people, and stories rather than in material possessions. ‘Here’s to the Story’ reflects this philosophy and how the best moments are best enjoyed with Dewar’s Scotch whisky.

The campaign video shows storytellers gathered around a long table as they pass whisky around. It features master blender Stephanie Macleod and Spanish photographer Eugenio Recuenco among others.

Dewar’s campaign is part of its effort to build deeper connections with whisky enthusiasts at present. It has also refined its brand strategy to strengthen its presence in the industry.

The integrated global campaign will encompass cinematic advertisements, social media content, and collaborations.

“The ‘Here’s to the Story’ campaign is a tribute to Dewar’s tradition of exceptional craftsmanship and the novel characters and stories that have shaped the brand over the centuries. Our whisky has always been more than a drink, it’s a celebratory symbol of life’s greatest moments and the shared stories that define them. This campaign is an invitation to our consumers to take a seat at the table and toast to the stories that make life truly fulfilling,” Laila Mignoni, global vice president of creative excellence at Bacardi, said.

Misha Semiz, global vice president of blended scotch at Bacardi, said, “At Dewar’s, we believe the richness of life lies in the stories we share and the experiences we treasure. Far from a one-off advertising campaign, ‘Here’s to the Story’ marks the beginning of a new brand belief and an ongoing thread for DEWAR’S. It represents a renewed vision and the start of a new chapter in our journey, which includes product and visual world updates to elevate DEWAR’S into the premium-plus space.” 

“Our aim is to redefine how whisky is perceived, open up new possibilities and invite a broader audience into the world of Scotch. It’s a tribute to the intelligent, witty, and sophisticated moments and people that make life extraordinary,” Semiz added.

Bangkok, Thailand – KFC Thailand is bringing back the ‘Kai Jai Ded’ spicy popcorn chicken with its latest campaign. The campaign features a remix of the song ‘Pa Chet Na,’ expressing the need for handkerchiefs to wipe spice-induced tears.

The Kai Jai Ded, popcorn chicken drenched in spicy sauce, was first launched in February 2024 as a limited-edition offering. Its return is a tribute to Thailand’s enthusiasm for bold flavours. 

As part of the campaign, KFC is also releasing limited-edition handkerchiefs, adding to its variety of merchandise. Customers can get the handkerchief until Oct. 30.

To amplify the campaign, KFC Thailand released a music video starring TikTok sensation Pete Pamana. As he dances to ‘Pa Chet Na,’ he also invites fans to join through TikTok.

“It’s a spice challenge like no other, and the fire is real. Thanks to popular demand, we are thrilled to bring back ‘Kai Jai Ded’, now adding music, giveaways and KFC’s signature zest and spice to complete the full experience. From TikTok challenges to limited-edition handkerchiefs, we’re making this comeback one to remember,” Suhayl Limbada, chief marketing officer of KFC Thailand, said.

Recently, KFC Thailand celebrated its 40th anniversary by releasing a yearbook and music video to honour its employees.

New Delhi, India – Vivo, a smartphone brand, has launched a new campaign about the Diwali festival in celebration of its 10 years in India. The campaign, titled ‘The Spirit of Homecoming,’ celebrates the joy of family reunions during the festival.

In partnership with FCB India, Vivo’s campaign highlights the brand’s commitment to building meaningful connections. It reflects the brand’s mission to connect people with their loved ones in India, especially during the festive season.

The campaign tells the story of children who want to return home for the festival, despite being in different areas. Meanwhile, their parents’ longing to see them remains unspoken. It is a reminder that the essence of Diwali is not found in festive lights but at home.

Diwali is the festival of lights celebrated in India during autumn every year.

Geetaj Channana, head of corporate strategy at vivo India, said, “As we celebrate 10 years of vivo in India, this Diwali campaign is a tribute to the unbreakable connections that define us. In a world pulling us in different directions, true joy lies in moments shared with those who matter most.”

“At vivo, our goal has always been to bridge distances and empower consumers to capture life’s meaningful moments. With our innovative camera technology, we enable families to preserve and revisit the joy of togetherness, wherever life takes them,” Channana added.

Mayuresh Dubhashi, chief creative officer at FCB India, commented, “Every festive season, every parent across India, has just one question for their children – ‘When are you coming home?’ Sometimes, it takes the form of words, asked matter of factly, in a phone conversation. And sometimes, it takes the form of pictures – missing fairy lights, that you would help put over the doorway, a missing rangoli, that you would help decorate the verandah with, or a missing smile, that you, and only you, could bring to your parent’s face. This Diwali, vivo celebrates ten years of taking the pictures that bring millions to where they belong during the festive season – to the ones they love.”

Kuala Lumpur, Malaysia – AirAsia brand co. (Abc.) has appointed multi-disciplinary artist Ta-ku, also known as Regan Mathews, as its new creative director. Ta-ku will spearhead the creation of solutions while overseeing AirAsia’s creative strategy.

As a renowned musician and photographer, Ta-ku brings an innovative approach to Abc.’s creative team. He will focus on forging deeper emotional connections with consumers in Southeast Asia, driving AirAsia’s mission. Ta-ku will lead this effort by crafting compelling narratives that celebrate diversity and create unforgettable experiences.

Ta-ku’s appointment aligns with Abc.’s goal of becoming a leading creative force in Southeast Asia. Considering the dynamic creative industry, Ta-ku aims to embody Abc.’s vision to heighten ints branding solutions.

As creative director of Abc., Ta-ku is also expected to champion the ASEAN region’s spirit through offering brand experiences and creative strategy. 

Abc. is known for its work across brands in aviation, aviation services, logistics, and digital industries. 

Ta-ku commented, “I’m honoured to join Abc. at such a transformative time, as the world looks to the Asean region for long-term creative leadership. Branding is more than just visuals – it’s about building deep, meaningful connections through storytelling, fostering lasting communities, and creating networks that elevate brands for the future. I’m looking forward to working with our talented team and partners to craft innovative narratives that not only resonate with our consumers but also build lasting, impactful relationships in the industries that are shaping Asean’s future.”

“With a deep connection to our Asean roots, Ta-ku, who is also of Filipino heritage, brings a powerful combination of creative vision and a passion for community-building. In line with our pillars of People, Places, and Passion, our goal is to tap onto Ta-ku’s leadership to build lasting brand loyalty and foster meaningful connections across a diverse, well-rounded media ecosystem. This marks the beginning of a new era where we champion creativity and culture across Asean, turning communities into lifelong brand advocates,” Rudy Khaw, chief executive officer of Abc. said.

India – Dentsu India has appointed Abhirup Datta as chief executive officer of performance media solutions to boost its performance marketing.

In his new role, Datta focuses on driving sales at the performance marketing and digital media agency Sokrati. He is responsible for delivering strategies as it amplifies its market presence and gains clients.

Datta will also lead Dentsu’s recently launched Performance 2.0 initiative to enhance marketing capabilities and drive sales. Performance 2.0 is an approach to performance marketing that leverages AI, advanced data analytics, and automation. 

Prior to his current role, Datta held leadership roles at ZEE5, Disney Star, TUI India, HT Media, and Bharti Retail. He brings over 20 years of experience in various industries, specialising in growing revenues and scaling businesses.

Anita Kotwani, chief executive officer of Dentsu media in South Asia, said, “Abhirup’s leadership is pivotal as we advance our performance marketing capabilities. Our Performance 2.0 approach reimagines performance solutions, encompassing data, analytics, marketplaces, and commerce solutions for today’s dynamic digital landscape. Abhirup’s vision ensures we stay ahead. With Abhirup and Nilesh, we’re poised to shape the future of performance marketing with innovative solutions.”

“It’s a truly exciting challenge to lead dentsu India’s Performance 2.0, and I am absolutely excited about this opportunity. Being part of dentsu in this era of AI and data-driven marketing presents a chance to help redefine what’s possible for brands. With Sokrati’s ability to deliver innovative and market-leading solutions, I look forward to closely collaborating with the incredible teams at dentsu and Sokrati to build a new reality for our network and drive even greater client growth,” Datta commented.