Celebrity Endorsement

Pantene Malaysia's Branded Content Subverts Stereotypes

June 26, 2018

P&G's Pantene has launched a branded content campaign in Malaysia that aims to subvert ‘Wanita Besi’ (Iron Lady), a derogatory Malay phrase used on unfeminine women.

Endorsement Magnet Virat Kohli Attracts Two More Deals

June 13, 2018

Brand Kohli continues flexing its muscle in India as the cricket superstar bags a brace of endorsement deals with Uber and Philips (Shavers).

MS Dhoni Sues Troubled Amrapali Group

April 13, 2018

Former Indian skipper MS Dhoni has sued maligned real estate developer Amrapali Group over unpaid dues worth Rs 150 crore (~US$23m)

Nike Reveals Influencer Strategy: Turns Usual Model On Its Head

March 23, 2018

Nike has turned the most recent interpretation of Influencer Marketing on its head - where brands pay 'social celebrities' to promote their product or service - by stating…

What Is The Significance of Kookmin Bank's Tie-Up with K-Pop’s BTS ?

March 22, 2018

Kookmin Bank (KB) is all set to win the hearts of South Korean millennials with their latest marketing campaign featuring popular K-pop boy band BTS.

Nissan's Infiniti Revs Up Consumer Engagement Drive For Asian Growth

February 23, 2018

Nissan’s Infiniti is revving up localised versions of its first global branding campaign, 'Beyond Your Numbers' in Asia to win the hearts of consumers there.

Is TCL Skewing Towards Global Sporting Properties & Stars?

February 6, 2018

Ahead of the 2018 FIFA World Cup, Chinese electronics brand TCL has scored a two-year endorsement deal with Brazilian football star Neymar, 26.

Edgy Run It Campaign from Nike Korea Sets New Bar

February 1, 2018

Wieden+Kennedy's latest Nike "Run It" campaign for the South Korean market has set a new bar for branded content from an apparel brand as it targets the nation’s…