Singapore – Singapore’s ride-hailing sector is gearing up for a fresh jolt as Zig by ComfortDelGro has appointed Monks Singapore, the digital, data-driven unit of S4 Capital, as its lead brand, media, and data partner.
The assignment comes as the group consolidates its taxi, private-hire, rental, and payment services under a single tech-enabled identity.
The partnership launches with a brand refresh and a multi-channel campaign under the platform “Time to Zig.”
The effort aims to highlight freedom and choice for riders, and the human stories of taxi and private-hire drivers navigating Singapore’s streets.
The campaign rolls out across out-of-home, social, digital, events, and a series of films that lean into awkward, relatable, and unmistakably local moments.
“Zig’s evolution is about more than delivering rides. It’s about building a customer-centric ecosystem that empowers people to move, earn, and connect with confidence,” said Joshua Kuah, head of marketing, Zig by ComfortDelGro.
“Our role is simple: make sure the brand works as hard as the platform does, with ambition, integration, and a relentless focus on results,” noted Yasmine Mansour, head of growth, Monks Southeast Asia.
Creative direction leans local as Bill Davies, creative director, Monks Singapore described, “It’s exciting to work with a brand that touches the lives of so many Singaporeans. We wanted to have fun, give it new meaning, and put a smile on people’s faces.”
The “Time to Zig” platform launches as Singapore’s mobility sector heats up, signalling that even established players must constantly rebrand, entertain, and connect to stay ahead in the race for riders’ attention.
