marketing interactive

SGAG has teamed up with beloved local entertainer Hossan Leong to reboot his iconic comedic anthem, unveiling “We Live in Singapura (2025)”, a fast-paced, nostalgia-packed music video chronicling two decades of Singaporean pop culture and milestones. The video opens with a group of Gen Alpha kids declaring Hossan’s original 2006 hit (written by Edmund Tan) “so old,” prompting the man himself to launch into a high-energy remix that zips through everything from Joseph Schooling’s Olympic win and Taylor Swift’s concert craze to million-dollar HDB flats and skyrocketing COE prices. Set to a refreshed beat and packed with blink-and-you’ll-miss-it references, the video taps into both comedy and cultural commentary and celebrates the shared chaos, quirks, and controversies of modern Singapore. Don’t miss: SATS’ docuseries spotlights employees behind the National Day march “It was timely to update the song, and I was very touched that so many people remember the original and grew up with it,” said Leong. “It’s a parody, it’s satire, it’s meant to laugh at ourselves, yet celebrate being Singaporean. So put the negativity aside, and the nasty comments, and have a laugh. We need to believe in humanity again. Be kind to each other,” added Leong.  SGAG writer D-Jin Toh, who spearheaded the project, said bringing Hossan back was non-negotiable: “You cannot separate the man from the song, especially when it’s something so iconic. Doing this without him just wouldn’t feel right, it wouldn’t be the same.” Toh, who grew up watching the original, added, “This was made first and foremost for the viewers who remember the OG song, but I wanted it to also stand alone as a fun recap of everything that’s happened over the years. I was also aiming to strike that sweet note of ‘unique nostalgia’ beyond the usual overplayed throwbacks such as five stones or kampung living.” Benjamin “Mr Miyagi” Lee, who wrote the 2015 version of the song, said that “it was such a thrill knowing that SGAG wanted to co-create a new iteration of what was unintentionally iconic piece of content.”  “I think they absolutely nailed it with the video, and I hope new generations of Singaporeans will enjoy this piece as much as we enjoyed putting it together,” Lee added.  “We Live in Singapura (2025)” is now live on Instagram and TikTok. This National Day, remixing beloved NDP songs is proving to be the trend of the season. PUB, in collaboration with Grey Singapore, unveiled its annual water conservation campaign, “Our water makes every moment count.”As a nod to SG60, the campaign film features the iconic National Day song Home, using it to spotlight water’s role in shaping meaningful, everyday moments. Through a series of tender, real-life vignettes, the film celebrates how water connects people and memories while reminding Singaporeans to cherish and conserve it. Meanwhile, McCann Singapore has dropped Dream big, Singapore, a new track that reunites the agency with its former creative director Hugh Harrison, best known for writing Count on me Singapore, Stand up for Singapore, and We are Singapore. The song revives a long-lost lyric from Harrison’s early draft of Count on me Singapore: “We have a dream, we have a dream.” Originally replaced in 1986 with the more pragmatic “We can achieve” to reflect the era’s economic concerns, the restored line places a renewed emphasis on collective hope and aspiration. Join us on 20 August at PR Asia 2025 and take charge of the new era of PR. Tackle trust head-on, stay ahead of shifting policies, and harness AI to power up your comms game. Get inspired, get connected, and get future-ready.  Related articles:   Mediacorp drops multilingual musical tribute celebrating everyday Singaporeans McCann Singapore revives long-lost lyric in new NDP anthem  PUB revives iconic National Day ‘Home’ track as part of marketing splash   source

The Sandpiper Group has bolstered its financial services and crisis offering with the launch of Sandpiper Financial, supported by several senior appointments to lead the new division. Sandpiper Financial will focus on financial communications and special situations advisory for its clients, across Singapore, Hong Kong, mainland China, India, Japan, Malaysia, Australia, New Zealand and the Middle East. The division’s APAC business will be led by Kainoa Blaisdell (pictured middle), who was previously at FTI Consulting where he was managing director of the financial communications and special situations practice. With 15 years of experience working in communications and consulting, Blaisdell has also held senior leadership roles in investment research, financial journalism, and private wealth management across Europe and Asia Pacific. Balisdell’s expertise in investor relations, M&A, restructuring, alternative investments and shareholder activism will bring critical support to Sandpiper’s current and future client base facing similar complex situations. Meanwhile, Justin Teh (pictured second left) is appointed to the position of deputy lead, Sandpiper Financial, Asia. Teh also joins from FTI Consulting, where he was a senior director. Teh specialises in financial communications, advising on complex, multi-stakeholder transactions across M&As, IPOs, and take-privates, including some of the region’s most high-profile deals in recent years. He also has a strong track record in providing counsel on investor relations programmes for listed companies on multiple exchanges across the Asia region. Angus Booth (pictured far left), who was recently announced as managing director, Australia and New Zealand (ANZ), will also support clients with special situations and financial communications advisory work across these markets. With over 20 years of experience in corporate affairs and investor relations, Booth has held senior roles at major listed and unlisted organisations including Lendlease and Charter Hall, one of Australia’s largest property fund managers. Most recently, Booth was senior managing director at Sodali & Co, leading its APAC and EMEA M&A, activism, and corporate governance and shareholder engagement business with over US$400 billion in deal value, to become the number one M&A and Activism advisory firm in APAC. Also joining the Sandpiper team as a senior advisor is Richard Barton (pictured second right), a 30-year financial communications veteran with extensive experience advising on complex corporate, financial and crisis communications issues across Asia, the UK and Europe. He has acted for listed and private companies, financial and professional services firms, hedge funds and family offices, as well as private equity and venture capital funds and their portfolio companies.  In addition, he has worked on IPOs; friendly, hostile and contested M&A; take-privates; activist battles; as well as defaults and debt restructurings, totalling more than US$300 billion. Supporting the growth and function of Sandpiper Financial is Kim Spear (pictured far right) who is an existing member of Sandpiper’s senior leadership team with over 20 years of in-depth market experience in Hong Kong, mainland China, Singapore, Thailand, Australia and New Zealand, where she has worked on issues and complex situations including leadership transitions, corporate restructuring, and stakeholder engagement. Emma Smith, CEO, Sandpiper, said: “We are delighted to bring together such talented individuals to join our growing Sandpiper team across our integrated network that spans 13 markets. Each of these individuals has a proven track record of working on some of the most significant transactions across Asia Pacific and globally, and we are delighted to add this key capability to our existing services and sector specialisms in financial services, healthcare, technology, property, and energy.” Kainoa Blaisdell, lead Sandpiper Financial, Asia Pacific, said: “With the launch of Sandpiper Financial, we have assembled a unique team of experts who have advised on some of the most significant and precedent-setting transactions in the region. Backed by this deep bench of experience and Sandpiper’s robust platform of capabilities, we are well positioned to support clients through critical moments of transformation, whether driven by opportunity or uncertainty.” MARKETING-INTERACTIVE has reached out to Sandpiper for more information.  Take your brand to new heights with cutting-edge AI strategies, innovative technology, and data-powered experiences. Don’t miss Digital Marketing Asia 2025 in Hong Kong on 20-21 October, where 200+ marketing leaders will explore game-changing trends, proven successes, and bold ideas shaping the future. Related articles: Sandpiper Communications unveils Gen Z’s top sustainability concernsSandpiper Communications appoints new account director source

The finalists for MARKETING-INTERACTIVE’s Mob-Ex Awards 2025 have been unveiled, spotlighting the most outstanding mobile marketing campaigns across Asia and Oceania. Now in its 13th year, the awards celebrate creativity, innovation, and strategic excellence in the fast-evolving mobile space. This year’s competition saw entries across 43 categories, including three new additions — ‘Best Campaign – Sustainability-Focused’, ‘Best Mobile Gamification Campaign’, and ‘Best Use of Mobile for Social Impact’. These reflect the industry’s growing focus on purpose, interactivity, and meaningful engagement. Finalists span a diverse range of sectors and markets, showcasing how mobile continues to redefine the way brands connect with consumers. Among the accolades is the coveted Mob-Ex Champion title, awarded to one agency and one brand whose Gold-winning entry scores highest overall , marking the pinnacle of achievement in the programme. All entries were carefully reviewed by a panel of 16 experienced marketing professionals from across the region. With their diverse expertise and industry knowledge, the judging process ensured thoughtful consideration and recognition of campaigns that demonstrated creativity, innovation, and strong results. “Judging the Mob-Ex Awards was like being handed a front-row seat to the future of mobile marketing,” said Chrystian Adhiputra Lim, marketing director, Singapore & Malaysia at The Coca-Cola Company. “What stood out was not just the sheer innovation, but how meaningfully brands are using mobile to connect with their audiences. The entries were a masterclass in creativity, empathy, and strategy — a big congratulations to all the visionary entrants and finalists for raising the bar.” Jennifer Lin, head of feminine care core marketing, international at Kimberly-Clark, echoed the sentiment. “It was an inspiring journey through the forefront of mobile marketing. From strategic brilliance to bold creativity, the entries truly pushed the envelope of how brands show up in a mobile-first world. It was a privilege to witness campaigns that don’t just make noise — they make impact.” For Nagraj Iyer, head of marketing at Haleon ANZ, the experience was as enriching as it was enlightening. “More than judging, it’s been a learning experience. The strongest submissions married creative firepower with audience insight and measurable results. They showed us that when you get strategy and execution right, mobile becomes a channel of true transformation.” “Mob-Ex really showcased how mobile can be both a creative playground and a serious performance engine,” said Nachiappan M.T. Arasu, VP of marketing at Express Rail Link (ERL). “The top entries understood platform-native behaviours, used data-driven personalisation, and delivered seamless user experiences. Mobile, when used intentionally with the customer journey at heart, becomes a powerful lever for both brand love and business impact.” The winners of the 13th annual Mob-Ex Awards will be revealed at a live gala dinner and celebration on 5 September 2025, held at Sofitel Singapore City Centre. So, who’s in the running? Check out the finalists here. For gala packages, speak to our project managers for more info: Sandra Rones Regional Project Manager Tel: +65 6692 9031 Ext 819 Mobile: +63 9322917178 Email: [email protected] Advertising & Sponsorship Opportunities [email protected] source

If there are two things Singaporeans love, it’s complaining about Singapore and celebrating it in the most over-the-top ways. This SG60, brands have pulled out all the stops to mark the nation’s 60th year of independence with creative, quirky, and heartwarming tributes – from cheeky nods to classic Singaporean habits, to heartland homages, and yes, an unexpected amount of singing. Here are some of our favourite SG60 campaigns that remind us why this is home, truly. Don’t miss: These SG60 collabs made our hearts go ‘Bedok Bedok’ 1. adidas – Rep your hood  While most tourists know Singapore for its iconic skyline from the towering Marina Bay Sands to the durian-shaped Esplanade, few venture beyond to explore the city’s eclectic neighbourhoods. For SG60, adidas dropped six fresh designs as part of its “Rep your hood” collection, paying tribute to Bukit Timah, Chinatown, East Coast, Jalan Besar, Kampung Glam, and Little India. Each design captures the essence of these districts, from cheeky monkeys in Bukit Timah to the vibrant shophouses of Little India. Instead of spotlighting the usual landmarks, we love how it celebrates the places Singaporeans actually hang out at, whether it’s sipping ‘teh’ (‘tea’) at Kampung Glam and cycling down East Coast wondering, “What is the real East Coast plan?”.  Read more here.  2. Archie comics & Chiral Comics  To celebrate SG60, Singapore-based art studio Chiral Comics teamed up with Archie Comics for a special localised variant of Betty & Veronica: Summer Fun in the Sun #1. The cover features the Riverdale gang exploring Gardens by the Bay, with Archie proudly wearing an “I love SG” shirt and Jughead chomping on – what else – a durian. This collab quite literally puts Singapore on the (comic book) map. Many of us grew up with Archie, so seeing this all-American classic give our city a shoutout? Unreal. Read more here.  3. Lazada – The good old days  This SG60, Lazada Singapore is serving up a cheeky slice of nostalgia, blending throwback storytelling with jaw-dropping flash deals that nod to the days when kopi cost mere cents and hand-painted ads lined the streets. Running from 7 to 10 August at 8PM daily on the Lazada app, “The good old days” flash sale features deals going for just 10¢, 20¢, and 60¢. Seriously, are we even Singaporean if we don’t love a good deal? Add in a virtual queue, and we’re all in. Catch us waiting for 8PM sharp to snag those sweet, sweet savings. Read more here.   4. Momolato – SingaPop  Ever wondered what the Merlion tastes like? According to Momolato, it might just be chocolate. Or strawberry. This SG60, homegrown gelato pioneer Momolato is turning up the heat (and cooling us down) with “SingaPop”, a new line of handcrafted popsicles shaped after Singapore’s most iconic landmarks. Blending heritage, design, and flavour, the collection features edible tributes to the Merlion, Marina Bay Sands, Botanic Gardens, and Kampong Gelam. Each pop comes in thoughtfully designed packaging that shares the story behind the monument, adding a delicious dash of culture to every bite. Food is the fastest way to a Singaporean’s heart and food that tastes good and beats the heat? Even better. We’ve never seen our landmarks reimagined like this, and the fact that it comes from a local brand makes it all the more sweet. Read more here. 5. PUB – Our water makes every moment count  National water agency PUB, in partnership with Grey Singapore, has unveiled its annual water conservation campaign, “Our water makes every moment count,” to remind Singaporeans of water’s vital role in life’s most meaningful moments. As a tribute to SG60, the campaign film is set to the beloved National Day classic Home, tapping into a deep sense of nostalgia and national pride. Through intimate scenes such as cooking with grandma, skateboarding with friends and a baby’s first bath, the film shows how water quietly connects the moments that make Singapore home. Ask any Singaporean what their favourite NDP song is, and odds are they’ll say Home by Kit Chan. Pair that with slice-of-life scenes we can all relate to? It’s an emotional gut punch and a powerful reminder to treasure the little things (and the water that makes them possible). Read more here.  6. SGAG & Hossan Leong – We live in Singapura  We live in Singapura, it’s not perfect living, but at least it’s interesting indeed.  SGAG has teamed up with beloved local entertainer Hossan Leong to reboot his iconic comedic anthem with “We Live in Singapura (2025)”, a rapid-fire, nostalgia-loaded music video that zips through two decades of Singaporean pop culture, chaos, and headlines. Set to a refreshed beat and brimming with blink-and-you’ll-miss-it moments, the video strikes the perfect balance between comedy and commentary. It pokes fun at everything from CDC vouchers and general elections to leopard preens and million-dollar flats. The lyrics hit way too close to home and the song itself is nostalgic, cheeky, and just so damn catchy. Psst, Hossan Leong, teach us your secrets to looking this young.  Read more here.  7. UOB – UOB Plaza 1 light up  UOB is lighting up SG60, quite literally. The bank has transformed UOB Plaza 1 into the world’s tallest, brightest, and longest projection mapping canvas, setting a Guinness World Record in the process. The 280-metre-tall tower now beams a series of dazzling projection shows that celebrate both UOB’s legacy and Singapore’s journey, blending tech, culture, and community into one jaw-dropping visual spectacle. The initiative electrifies the already iconic Marina Bay skyline. You can spot it from miles away, and it’s impossible to look away. The visuals are stunning, the scale is massive, and the national pride? It just went up 280 metres.  Read more here.  Accelerate your brand’s growth with AI-first strategies, emerging tech and data-driven experiences. Join 500+ marketing leaders at Digital Marketing Asia 2025 Singapore on 24–25 September to uncover transformative trends, real-world wins and powerful ideas for 2025 and beyond.  Related articles:  7 SG60 films that stuck to us like kopi

Miniso has tapped Chinese boyband Teens in Times (TNT) as its new global brand ambassador, announcing the move through a playful Instagram reveal. The announcement was accompanied by a short animated video featuring the group aboard a Miniso-branded pirate ship. In the clip, TNT sails to a toy-filled island inhabited by animated characters, immerses themselves in the whimsical world, and later travels to a bustling cityscape before flying to another island. The journey ends with the reveal that the band has been travelling across Miniso’s world, marking their debut as the brand’s global ambassador. Don’t miss: STB bets big on K-pop with SG showcase in BTS Jin’s next music video “Teens in Times joins MINISO as our global brand ambassador,” the brand wrote in the caption, inviting fans to “explore a world full of surprises — from fun finds to everyday must-haves” with the group. MARKETING-INTERACTIVE has reached out for more information.  Teens in Times, also known as TNT, is a seven-member Chinese boy band under Time Fengjun Entertainment, comprising Ma Jiaqi, Ding Chengxin, Song Yaxuan, Liu Yaowen, Zhang Zhenyuan, Yan Haoxiang, and He Junlin. Formed in 2019 following the reality show Typhoon Project, the group has quickly become one of China’s most popular C-pop acts, known for their upbeat sound, polished choreography, and youthful image. The move reflects a broader trend of brands partnering with Asian pop idols to tap into fandom power, deepen engagement with younger audiences, and spark cross-market buzz. Most recently, M&M’S named rising K-pop girl group ILLIT as its new regional ambassadors across Asia, the brand’s first collaboration with a K-pop act, as part of a major regional push under its refreshed tagline, It’s more fun together. The campaign includes a TikTok-friendly “M dance challenge” inspired by ILLIT’s viral debut hit Magnetic, which charted on the Billboard Hot 100 in 2024. Meanwhile, Colgate recently appointed South Korean singer and actress IU as the face of its “optic white purple” toothpaste in a campaign spanning Singapore, Malaysia, the Philippines, Indonesia, and Hong Kong, positioning her “beauty hack” as the secret behind her smile. In July, Snickers teamed up with SEVENTEEN’s Mingyu to promote its new oats dark chocolate variant at a #SNICKERSOnTheGo pop-up in Kuala Lumpur, showcasing its regional reach and cultural pull. Accelerate your brand’s growth with AI-first strategies, emerging tech and data-driven experiences. Join 500+ marketing leaders at Digital Marketing Asia 2025 Singapore on 24–25 September to uncover transformative trends, real-world wins and powerful ideas for 2025 and beyond.  Related articles: Coca-Cola teams up NewJeans to refresh denim in pop-up laundromat experience   McDonald’s HK unveils exclusive collab with K-pop girl group BABYMONSTER   Indomilk taps K-Pop group SEVENTEEN to promote new Korean milk series    source

OpenAI has appointed Omnicom Media Group’s PHD as its global media agency of record. As the appointed agency, PHD will be in charge of handling global media planning and buying for the artificial intelligence research organisation, according to media reports. The agency will also help OpenAI scale its presence across international markets.  MARKETING-INTERACTIVE has reached out for more.  Don’t miss: OpenAI names new head of comms for SG and SEA Closer to home, the ChatGPT maker has named Grace Chua as the head of communications for Southeast Asia and Singapore. In her role, Chua will help shape conversation around AI innovation and impact across the markets. OpenAI has also been strengthening its partnerships with big players in the region, including the Singapore Tourism Board and Singapore Airlines. The partnership with Singapore Tourism Board marks the first adoption of OpenAI’s technology by a national tourism organisation in Asia. With the new collaboration, Singapore Tourism Board will tap on OpenAI’s capabilities to enhance visitor experiences and improve organisational and industry productivityy. Meanwhile, its partnership with Singapore Airlines will see OpenAI’s multimodal capabilities – which can interpret text, audio, video and diagrams – integrated into SIA’s customer service channels and internal systems. Accelerate your brand’s growth with AI-first strategies, emerging tech and data-driven experiences. Join 500+ marketing leaders at Digital Marketing Asia 2025 Singapore on 24–25 September to uncover transformative trends, real-world wins and powerful ideas for 2025 and beyond.  Related articles:STB partners OpenAI to boost innovation in tourism Singapore Airlines taps OpenAI to reimagine travel with AI-first customer journey Mattel taps OpenAI to bring AI to playtime  source

As Singapore turned 60, MILO marked its own milestone of 75 years in the market with a series of nostalgic and novelty-fuelled campaigns. From a limited-edition adidas collaboration to a partnership with Mister Donut and the return of its iconic MILO van, the beverage brand took a multi-pronged approach to celebrating its legacy. According to media intelligence company Truescope, which analysed online discourse between 29 May and 29 July 2025, the activations sparked varied levels of engagement and sentiment across platforms. Don’t miss: MILO SG marks 75 years with plushies that look good enough to eat  The sweet spot The Mister Donut x MILO collaboration emerged as the most talked-about initiative, generating 48,429 social engagements. This was significantly higher than the 2,153 engagements recorded for the returning MILO van and the 1,622 engagements for its adidas collaboration. Truescope’s analysis found that conversations around the Mister Donut range largely focused on flavour variety, with the ‘cream crush’ doughnut drawing praise for its malty taste and generous filling. While feedback on the ‘pon de magic’ doughnut was mixed, overall sentiment leaned positive, driven by enthusiasm for the novelty and limited-time nature of the offering. Practical considerations also surfaced in the discussions, with questions around halal certification featuring prominently, signalling the importance of inclusivity in F&B collaborations. Engagement peaked around the announcement of the tie-up, pointing to the impact of strong launch hype. In comparison, the MILO and adidas collaboration generated more muted engagement and polarised responses. While some praised the designs, particularly the ‘Fuelling goodness’ shirts, others found the ‘We can one’ editions less appealing, according to Truescope. Pricing was a recurring theme in conversations, with netizens questioning value and asking if SG60 vouchers could be used for purchases. Truescope also noted that some users were uncertain about the intent behind the collaboration, describing it as “random” and lacking in narrative. The perceived gap in brand alignment between a nostalgic local drink and a global sportswear label was highlighted as a possible factor limiting its impact despite positive remarks on design. Fuelling nostalgia Despite having the second lowest engagement volume, the MILO van sparked some of the most emotionally charged responses, Truescope’s analysis showed. Many users reminisced about receiving free MILO at school events and community gatherings, with comments highlighting the beverage’s enduring place in Singapore’s collective memory. However, there were also modern-day complaints, including long queues, small serving sizes and dissatisfaction with newer flavour variants such as ‘MILO gao kosong’ and ‘MILO intense dark chocolate,’ which some users felt tasted “artificial”. While it lacked the scale or novelty of other activations, the MILO van’s resonance was anchored in nostalgia and shared cultural experience. Truescope’s findings suggest that while each activation tapped into different levers such as trend appeal, flavour innovation and nostalgia, they resonated differently with audiences. Novelty-driven collaborations such as Mister Donut drew strong initial engagement, while heritage touchpoints such as the MILO van reinforced emotional connections. “The success of the Mister Donut partnership shows the power of flavour-first collaborations that feel grounded in consumer interest, while the MILO van’s continued relevance highlights the emotional value of brand heritage,” said Kelvin Koh, managing director, Truescope. “Successful collaborations today are less about logos and more about shared values and relevance to their target audiences. Campaigns such as MILO’s SG60 succeeded by aligning novelty with nostalgia, and product with purpose,” he added. Accelerate your brand’s growth with AI-first strategies, emerging tech and data-driven experiences. Join 500+ marketing leaders at Digital Marketing Asia 2025 Singapore on 24–25 September to uncover transformative trends, real-world wins and powerful ideas for 2025 and beyond.  Related articles: adidas brews up hyperlocal nostalgia with MILO for SG60 MILO Malaysia launches new campaign to celebrate Merdeka and Malaysia Day MILO wants to help sports commentators pronounce Vietnamese athletes names at the Olympics  source

In celebration of Singapore’s 60th birthday, Garrett Popcorn has unveiled a special oversized commemorative tin that’s making its way through the city as a roving tribute to the Lion City. The limited-edition design showcases some of Singapore’s most iconic landmarks from heritage shophouses and the striking Marina Bay skyline to the beloved Merlion, all brought to life through vibrant, detailed illustrations. Adding a playful touch, Garrett’s signature characters, Crispy and Cheesy, are featured alongside these landmarks, creating a delightful blend of local culture and brand personality. When MARKETING-INTERACTIVE reached out, the agency behind the activation, PROTOCOL, said it was only fitting to create a larger-than-life version of the limited-edition tin as the popcorn brand has “always been known for celebrating life’s big moments with tins in all shapes and sizes to match the scale of the occassion.”  Don’t miss: SG60 campaigns that remind us why this is home, truly  As part of the SG60 activation, Garrett team members will be out and about handing out 60 bags of Garrett Popcorn to lucky passersby at surprise locations around the city and heartlands. This interactive element aims to spread joy and foster a sense of community celebration during this landmark year. The oversized commemorative tin will tour various spots across Singapore before settling into its final home in Tampines, where it will remain on display for the rest of the month.  According to the agency, the activation allowed Garrett Popcorn to get closer to its fans and that it was the “perfect opportunity to connect face-to-face.”  “Garrett Popcorn has been part of Singapore’s vibrant food scene for close to 15 years. This activation was our way of popping up with a little joy for the nation’s big day and celebrating it with fellow Singaporeans,” added Natalie Joseph, associate account director at PROTOCOL. In addition to the roving tin, the limited-edition commemorative tin will be available for purchase at all Garrett Popcorn shops islandwide, while stocks last. Moreover, fans of the popcorn brand can look forward to more activities and special recipes as it gears up for its 15th anniversary celebration later in the year.  Interestingly, this SG60 saw fewer brands taking to the streets, with many opting instead for collaborations, merchandise drops, and music videos. Garrett Popcorn stands out as one of the few to engage directly with consumers through physical activations. Another notable example is UOB, which marked Singapore’s 60th with a striking marketing spectacle, transforming UOB Plaza 1 into the world’s tallest, brightest, and longest projection mapping canvas. The 280m tower showcased a record-breaking series of projections celebrating both UOB’s legacy and Singapore’s growth story. Accelerate your brand’s growth with AI-first strategies, emerging tech and data-driven experiences. Join 500+ marketing leaders at Digital Marketing Asia 2025 Singapore on 24–25 September to uncover transformative trends, real-world wins and powerful ideas for 2025 and beyond.  Related articles:UOB lights up city skyline with world-record projection show for SG60 and 90th year DBS powers 60-hour livestream and street activation for small businesses  These SG60 collabs made our hearts go ‘Bedok Bedok’  source

Nando’s is putting a cheeky spin on modern wellness culture with its latest campaign promoting the new ‘PERi-tomato chicken bowl’. Rather than advocating crystal healing or cold plunges, the campaign offers a more delicious coping mechanism, and it’s “Bowl therapy”. Targeting young Malaysians and Singaporeans, the fast casual brand’s latest campaign leans into the idea of comfort food as a simple, affordable antidote to the chaos of daily life. The ‘PERi-tomato chicken bowl’ features grilled chicken, a soft-boiled egg, and tomato-PERi sauce served over a choice of Mediterranean rice, spiced rice, or garlic bread, all priced below the cost of trendy wellness gimmicks like jade rollers. Don’t miss: Nando’s MY turns ‘Belaian Jiwa’ into spicy love song for chicken At the heart of the campaign is a social-led video series featuring individuals unloading their thoughts to a bowl of food in mock therapy sessions. The tongue-in-cheek content positions the new menu item as emotionally satisfying and delightfully relatable. The first video follows a woman spiralling after accidentally liking someone’s 2018 social media post at 2:47am. Anxious about what they might think, she pours her heart out to her PERi bowl, and instantly feels more at ease. In the second video, a corporate worker receives a cryptic text from his boss during lunch. He turns to his PERi bowl for guidance, and with a deep breath and a bite, decides to play it cool with a one-word reply.  “We’re not here to solve your meltdowns,” said Lim Siew Ling, brand & customer director at Nando’s Malaysia. “But if a warm, comforting bowl of tomato goodness with a bit of PERi-PERi magic helps you feel more like yourself, we’re all for it.” Christyna Fong, creative director at Chariot Agency, added that the campaign taps into how people often spend on wellness trends in search of relief. “We thought a Nando’s bowl could bring that same level of comfort, without trying to fix your problems or your childhood traumas,” she said. Building on that spirit, the current campaign is supported by a social media challenge that invites fans across Malaysia and Singapore to share their own “bowl therapy” moments. Running from 4 to 16 August 2025, the brand is inviting fans to tag two friends and share why they desperately need a bowl of PERi-tomato goodness. Participants will be entitled to a 50% off voucher for any PERi-PERi bowl, while the ten most entertaining or heartfelt entries each week will score a buy 1 PERi-PERi bowl, get 1 PERi-Tomato Chicken Bowl free voucher. The initiative sits under Nando’s regional brand platform “That’s a Nando’s thing”, which launched in 2024 to celebrate the brand’s unique dining experience. The original campaign tapped into the anxiety of public perception, encouraging Malaysians to embrace their quirks with the message that everyone is welcome at Nando’s. Each ad featured a character expressing a deep-seated insecurity about their meal. This insecurity is later resolved with scenarios synonymous with the chicken restaurant. In line with this, Nando’s also introduced “That’s my Nando’s thing”, a nationwide activation inspired by real, everyday diners the brand has come to know over the years. Accelerate your brand’s growth with AI-first strategies, emerging tech and data-driven experiences. Join the industry’s leading marketers at Digital Marketing Asia 2025 Malaysia on 30 October to uncover transformative trends, real-world wins and powerful ideas for 2025 and beyond. Related articles: Ace or fail, Nando’s MY is giving all SPM-takers free chickenNando’s courts customers with pick-up lines this Ramadan Nando’s taps into anxiety around ‘What would people say?’ for new campaign source

Low-cost Singapore-based airline Scoot has inked a three-year memorandum of collaboration (MoC) with Tourism Malaysia to jointly position Malaysia as a top travel destination across regional markets, with a focus on boosting tourism in the lead-up to Visit Malaysia 2026 (VM2026). The strategic partnership, which runs until August 2028, will see the low-cost subsidiary of Singapore Airlines and Malaysia’s tourism board roll out integrated marketing campaigns and co-branded initiatives. These efforts aim to drive awareness of Malaysia’s diverse cities and offerings, particularly in high-growth markets such as Australia, China, Indonesia and Singapore. Don’t miss: Tourism Malaysia unveils ‘Echoes of harmony’ campaign for VM2026 Marketing activities under the partnership will include targeted digital campaigns and familiarisation trips to encourage travel to Malaysia. The collaboration builds on Scoot’s current connectivity to the country, with the airline already operating flights to 11 Malaysian cities including Penang, Kuala Lumpur, Kuching and Langkawi. A new route to Kota Bharu will launch on 26 October 2025, bringing Scoot’s total to 115 weekly flights across 12 Malaysian cities. Speaking at the MoC signing ceremony held at Scoot’s Singapore headquarters, Agatha Yap, director of marketing, communications and loyalty, Scoot, said: “We are excited to deepen our relationship with Tourism Malaysia through a three-year partnership. Malaysia has always been an important market for Scoot, and we hope that this collaboration will allow us to drive even more awareness and interest in the various Malaysian cities that Scoot serves.” She added that regional travellers, including Singaporeans, can enjoy a 30-day visa-free stay in Malaysia, positioning it as an accessible getaway across Scoot’s extensive network. Manoharan Periasamy, director general of Tourism Malaysia, described the partnership as timely as the country intensifies efforts to prepare for VM2026. “Leveraging Scoot’s extensive network will allow us to tap into high-potential regional markets and attract more international visitors to explore Malaysia’s unique offerings,” he said. As of May 2025, Malaysia saw a 20.4% year-on-year increase in international arrivals, reaching 16.9 million visitors, with Singapore continuing to lead as the top source market with 8.3 million arrivals, followed by Indonesia, China, Thailand and India. Most recently, the Malaysian tourism board unveiled its exclusive stargazing packages in Singapore, with the aim to position itself as a premier destination for eco-adventure tourism by highlighting its night skies, ideal for stargazing. The packages include a collection of over 30 ready-to-book experiences designed for astronomy enthusiasts.  Meanwhile, Tourism Malaysia has also set an ambitious target of welcoming 43 million international visitors in 2025. To achieve this, it has been on a partnership roll this year, inking collaborations with Agoda, for the launch of a series of digital campaigns across Agoda’s platforms to promote Malaysia’s diverse attractions, ranging from cultural heritage and cuisine to lush rainforests and modern cityscapes; as well as Xiaohongshu, to work together on digital campaigns, offline activations, analytics, and public opinion monitoring to better understand and engage with Chinese travellers. Earlier in June, Tourism Malaysia also launched a sweeping new suite of promotional videos to build global momentum for VM2026, with a flagship film titled “Echoes of harmony: Malaysia’s heartbeat” at its centre. The campaign marked a bold effort to elevate Malaysia’s standing on the world tourism stage by inviting international audiences to not just see the country, but to feel its rhythm, soul, and cultural pulse. Accelerate your brand’s growth with AI-first strategies, emerging tech and data-driven experiences. Join the industry’s leading marketers at Digital Marketing Asia 2025 Malaysia on 30 October to uncover transformative trends, real-world wins and powerful ideas for 2025 and beyond. Related articles:Agoda partners Tourism Malaysia for Visit Malaysia 2026 digital push Tourism Malaysia partners Xiaohongshu to boost Chinese arrivals Visit Malaysia 2026 campaign stirs up controversy around places featured and mascot origin source