Malaysia Airlines releases Karaoke version of popular Raya ad after ‘overwhelming response’

Malaysia Airlines has released a singalong version of its popular Raya commercial featuring Adik the cat, which has been viewed more than 2m times since being uploaded to YouTube at the start of July.

The music video features the lyrics that accompanied the ad, ‘Takkan Berpisah’, which was composed by Kieran Kuek through audio house The Rec Room. It also features the cast from the ad, created by M&C Saatchi Malaysia.

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Discovery hires former Mondelēz marketer to lead South Asia business

Karan BajajDiscovery Networks has appointed Karan Bajaj, the CMO of baby brand Aden and Anais in New York, as SVP and GM of its South Asia operation based in Mumbai.

The marketer, whose CV includes stints at Mondelēz, Boston Consulting Group and P&G, joins with a brief to fulfil the company’s ambitions to broaden the reach of Discovery and seek out “inorganic growth opportunities”. Read more »

51 mothers sing national anthem in StarHub National Day film to promote unity in Singapore

StarHub has launched a music video to mark Singapore’s 51st National Day since independence.

Titled ‘Majulah Moms’, 51 mothers from different racial backgrounds sing Singapore’s National Day anthem ‘Malujah Singapura in the three-minute film created by DDB Singapore.

StarHub national day ad

“All are united to show Singaporeans that it is never about where we came from, but it has always been where we are going,” a press statement accompanying the film reads. Read more »

Stoic Singaporeans? Thais, Filipinos and Indonesians 3X more likely to respond emotionally to video ads, finds study

Audiences in Thailand, Indonesia and the Philippines are three times more likely to respond emotionally to an ad than audiences in Singapore, research from programmatic advertising firm Unruly has found.

Emotional responses to online video ads; source: Unruly

Emotional responses to online video ads; source: Unruly

According to data gleaned from 750,000 consumer responses to video ads, Singaporeans underscore Thais, Filipinos, Indonesians – and the global average – across every emotional score, including happiness, warmth, amazement, exhilaration, inspiration and pride. Read more »

Havas hires Allanjit Singh from Golin to lead social, PR and content offering in Singapore

Allanjit SinghHavas has hired Allanjit Singh from PR agency Golin to perform a dual role in Singapore, head of social for Havas Creative Group and MD of PR brand Havas Siren.

Singh brings with 15 years of experience in comms to the role, with agencies including ad agency Iris, where he was a social strategist, Ogilvy PR, Lewis PR and Fleishman Hillard. At Golin, he was digital director, a role he has performed since 2014.

He comes in six months after the departure of Karen Flynn, the previous boss of Havas Siren, and the founder of the agency. After Flynn left, Anna Chew has been running Siren as GM, and she will remain in that role. Read more »

Mumbrella360 video: AdRoll CEO Aaron Bell on how to create killer culture

In the wrap-up of Mumbrella360 on June 7-9, 2016, we revisit highlights from the annual event.

Screen Shot 2016-07-28 at 9.57.43 AM

How important is company culture? Culture eats strategy for breakfast. San Francisco’s Silicon Valley is one of the most competitive professional landscapes in the world and the difference between your business thriving or failing is the ability to hire and retain the best staff. Read more »

Mediaquest Holdings president and CEO Noel Lorenzana steps down

Noel LorenzanaNoel Lorenzana, the president and CEO of Mediaquest Holdings, one of the Philippines largest media groups, has resigned from his post, Mumbrella can reveal.

Lorenzana was appointed just over three years ago in a bid to challenge the long-held duopoly of ABS-CBN and GMA, but like a number of executives before him, is to leave the top job with the status quo intact.

Mediaquest Holdings, which is owned by PLDT, is the umbrella company for national TV station TV5, cable network Cignal, BusinessWorld, Bloomberg TV Philippines and other assets, including a majority stake in national newspaper The Philippine Star. Read more »

Three lost drivers show how Malaysian motorists use Waze in campaign for U Mobile

Mr Khiam SiapMalaysian telco U Mobile is promoting its free data for Waze offer through a trio of characters who get lost while driving, including ‘Mr Khiam Siap’, or ‘Mr Stingy’ in Hokkien, a comically cost-conscious motorist.

Mr Khiam Siap is typical of drivers in Malaysia who are forever turning their data on and off to save money. He is one of ‘The sesat [‘lost’ in Malay] 3′ as featured in a new film created by BBDO Malaysia to promote U Mobile’s free data offer for Waze. Read more »

YouTuber content and government ads top list of Singapore’s most-watched ads on YouTube

Content by YouTube creators makes up the bulk of the top 10 most viewed ‘ads’ on YouTube for the first half of the year.

Night Owl Cinematics

Night Owl Cinematics’s film for Singtel

A film by Night Owl Cinematics that promotes Singtel tops the list, followed by a video by the Singapore government as part of its “Make it better” campaign. Read more »

JetStar and NLB launch book sharing campaign to encourage reading among Singaporeans

JetStar's flying book exchangeBooks returned Jetstar stuntJetStar has launched a book swap initiative in Singapore that the airline says will encourage reading among Singaporeans during their holiday getaways.

Billed as “the world’s first flying book exchange” and the “latest in in-flight entertainment” a deal with the National Library Board and a number of book shops will see 500 donated books given out at the boarding gates of Changi Airport Terminal 1.

Passengers will be trusted to take the books on holiday, and leave them in the seat-backs for another traveller to read in their return flight. Read more »