Celebrity Endorsement

Is Naomi Osaka Set To Be Asia’s Next Endorsement Darling?

September 19, 2018

Fresh from sealing Japan’s maiden Grand Slam title, tennis sensation Naomi Osaka is set to become a commercial magnet for major homegrown brands ahead of Tokyo 2020.

How A Box Office Hit Can Double a Star's Endorsement Fees Overnight

July 31, 2018

The hit movie Sanju - a biographical movie depicting Indian actor Sanjay Dutt which has grossed close to US$100m in Indian box offices - has reportedly enabled its…

Federer Strikes Commercial Jackpot With US$300m Uniqlo Deal

July 3, 2018

Swiss tennis legend Roger Federer has confirmed his apparel switch from long-term sponsors Nike to Uniqlo on the first day of Wimbledon when he arrived for his opening…

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.