Excellence inAdversity - PUTRA BRAND AWARDS 2020 - The Star
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THE STAR, FRIDAY 5 FEBRUARY 2021
PUTRA BRAND AWARDS 2020
Excellence
in Adversity
2 Putra Brand Awards 2020 THE STAR, FRIDAY 5 FEBRUARY 2021
Message from
M
ATRADE is proud to be a supporter markets.
of the prestigious Putra Brand MATRADE takes a great pride in our mandate
Awards driven by the Association of as the National Trade Promotion Agency under
Accredited Advertising Agents the Ministry of International Trade and
Malaysia (4As), the Malaysian Industry (MITI). MATRADE stood its ground
Advertisers Association, the Media Specialists, with our vision, which is “To Place Malaysia as
and the Malaysian Digital Association. Ever a Competitive Global Trading Nation” and
since its inception, the Putra Brand Awards has mission to “Promote Malaysia’s Enterprises to
become an annual event that top brands look the World”. With this Vision and Mission,
forward to. MATRADE will ensure that Malaysian brands
Over the months, we have seen a great have the competitive edge in the global market.
disruption to our industries due to the adverse Realising that Malaysian companies are the
impact of Covid-19 pandemic. In 2020, backbone of our economy, MATRADE strives to
Malaysian businesses have been forced to enhance the internationalisation of industries
transform their business operations and by virtually connecting foreign buyers with
marketing plans to adapt to the challenging exporters through our 46 overseas offices
business environment, while remain worldwide. With the support of our five (5)
committed to serve their customers. The regional offices located in Johor, Pulau Pinang,
current public health crisis indefinitely has Terengganu, Sabah and Sarawak, MATRADE
posed a great hurdle to our local brands. also prioritises the readiness to export of
Nevertheless, MATRADE takes cognisance of the Malaysian companies before making their
efforts of Malaysian businesses in staying mark across the globe.
resilient and remains committed to support this For post-Covid-19 recovery period, MATRADE
Awards, which is in line with our mission to will continue to work alongside with various
champion the growth of local brands. trade associations, chambers and local
The Putra Brand Awards acknowledges high companies. In 2021, MATRADE has planned to
achievers who become role models for others engage with 13,000 Malaysian companies
to emulate to push forward the brand agenda. through our Exporters Development and
In this highly challenging business landscape, Export Promotion programmes. We have
the winners are the epitome of perseverance, outlined 334 programmes that focus on the
who continue to expand their boundaries while creation of more export champions in high-
remaining competitive and unique. MATRADE value sectors, the utilisation of digital platforms,
Mohd Mustafa Abdul Aziz appreciates all the efforts from our illustrious
homegrown as well as foreign brand owners
that have dedicated their spirit of
inclusiveness, tapping on the current market
trends, and forging strategic collaborations.
Given the current uncertainty of the global
CEO entrepreneurship, innovation and continuous economy, MATRADE is doubling its efforts in
Malaysia External Trade Development improvement to drive sales and export.
The pandemic has greatly affected the world
engaging with digital tools to provide more
business opportunities for Malaysian
Corporation trade performance in 2020, yet Malaysia companies, particularly Small and Medium
managed to strive through the crisis to become Enterprises (SMEs) and Mid-Tier Companies
(MATRADE) one of the leading exporters of essential (MTCs). As such, we would like to invite all of
products in the global supply chain. We have you, champions of Malaysian brands to go
witnessed our homegrown brands that have global because “The Time to Export is Now”.
been making major breakthroughs into the MATRADE is here to assist you with all the
international market by capitalising on the needs to penetrate the international market.
opportunity to export and continuing Finally, I would like to take this opportunity
committed to connect with buyers. to congratulate all winners of the 11th Putra
The new normal has forced many of us to Brand Awards. May your success leaps you into
work remotely, operate businesses online, and a milestone of your brands’ recognition both in
even switch to virtual learning for the Malaysia and the international arena.
educational institutions. It has seen that the
pandemic has ushered us in a pivot to digital
transformation. A blessing in disguise, the
pandemic has accelerated our country’s
digitalisation agenda. For Malaysian businesses,
digitalising business operations in this period is
crucial to sustain business and remain
tenacious in both our local and international
Contents 2020 Putra Brand Awards – Board of Governors Content
Message from Matrade CEO.................................... 2 Datuk Aureen Jean Nonis Henry Tan Business Editor
Senior Director, Strategic Planning Division Group CEO, Astro Malaysia Jagdev Singh Sidhu
Message from 4As president.................................... 3 Malaysia External Trade Development Corp
Message from organising chairman ........................ 3 Datuk Ho Kay Tat Coordinators
Datuk Johnny Mun (Organising Chairman) CEO, The Edge Communications Sdn Bhd Daljit Dhesi
List of winners ............................................................. 4 Association of Accredited Advertising Agents Lim Cheng Hoe
Malaysia (4As) Senior Advisor & Council Member Kadri Taib
Putra Brand of the Year ............................................. 6 President Sub-Editors
Ryusuke Oda (Vice Organising Chairman) Malaysian Advertisers Association Hazlin Aminudin
Putra Brand Icon ......................................................... 6 4As Council Member Gerijah Sai Ranggayah
Datuk Khairul Anwar Salleh Nur Ilyanna Hashri
Platinum winners ......................................................10 Andrew Lee CEO, Media Prima TV Rachel Basnayake
Gold winners ..............................................................20 President, 4As
Nicholas Sagau Tony Ngimat Designers
Triumph over the years ............................................28 Tan Sri Vincent Lee President N. Thanaraja
Honorary Life President, 4As Malaysian Digital Association Mohd Izudin Bin Ismail
Silver winners.............................................................34 P. Kalai Selvi
Ching Chun Keat Chanchal Chakrabarty
Bronze winners..........................................................42 Executive Director, The Sun Media Corporation President, Media Specialists Association
THE STAR, FRIDAY 5 FEBRUARY 2021 Putra Brand Awards 2020 3
Message from
N
EARLY every year at these awards, we order to survive, and the coming decade
have spoken of changes to our indus- will be no different.
try, impacted by happenings in our Amidst this chaos, there is opportunity,
society, whether it is politics, the and brands will have to be very aware
economy, natural disasters, new technology, or of their relationship with their consumers to
other disruptors. make the most of it. Today’s consumer has
However, as much as we are all sick and much to occupy the mind, with a myriad
tired of hearing about “the impact of covid- distractions, and even existential crises to
19”, there is no denying that the Covid-19 cope with. Is there any room left for
pandemic has been the biggest event of our brands to make an impression, offer some
lives by far, impacting each and every respite, or even a solution?
human being on the planet, forcing changes Which brands will consumers connect with?
in our daily routines, constraining our move- They will look for brands that are well defined
ments, and upending our businesses. and relevant; brands that reflect consumers’
The pandemic is only the latest challenge that desires and values; brands that are consistent
we face, although it perhaps threatens to be the in their messaging, developing credibility
longest lasting and most severe challenge yet, and trust; and brands that have continued
as it affects the entire economy, hurting con- to invest during tough times, building and
sumers and forcing them to choose where to maintaining meaningful consumer relation-
spend their money. ships.
Covid-19 has resulted in consumer behav- The Putra Brand Awards continues to
iour changing significantly in the past year, prove itself as a valuable and definitive
and it will continue to do so for the imme- measure of that consumer-brand relationship.
diate future, as long as the pandemic con- By measuring consumer impression of
tinues to run rampant, wreaking havoc across brands, their purchase intentions, and whether
Malaysia and the world. they would make word-of-mouth recommenda-
So what happens next? What happens after tions of those brands, the Putra Brand Awards
we get the vaccine? Will the economy rebound are a true reflection of brand penetration into
or will there be an extended recession? Are the the consumer mind.
changes in consumer behaviour permanent? At More than ever, consumers the world over
this point in time, it seems almost foolhardy are making their voices heard. It is no different
to prognosticate. here in Malaysia, and consumers want to
Andrew Lee But I also think that it is perhaps unnec-
essary to make any guesses, educated or
otherwise. After all, at this very event in
have a say in choosing brands that reflect
their personality, their resiliency, and how they
face adversity and challenges.
President 2019, I said “The more things change, the more Bad times never last forever. When consum-
Association of Accredited they stay the same,” and I still believe this
maxim holds true, perhaps even more so than
er demand returns, so will customer choice. It
is therefore imperative that brands continue
Advertising Agents Malaysia (4As) before. to advertise today in order to be remem-
Brands have always needed to evolve and bered tomorrow. Tough times come and go, but
adapt to changing consumer behaviour in the best brands endure.
Message from
G
reetings and welcome to the 11th edi- ing fraternity.
tion of the Putra Brand Awards. The The public is then invited to vote for the
pandemic may have prevented us from brands that made the effort to connect with
staging a gala night to celebrate this them most.
year’s award presentations. Eleven years on, the 2020 Putra Brand
It however was unable to limit the enthusiasm Awards commenced with a robust online sur-
and anticipation in the run up to the results of vey in partnership with Ipsos and more than
the Putra Brand Awards 2020. 25 media partners.
Last year has been a tumultuous year to say Conducted over a period of two and a half
the least. So, it was no surprise that many mar- months, this survey eventually culminated
keters clung on to their budgets in fear of the with the endorsement of the people’s choice of
worsening of the economy. winners by a Board of Governors.
Survival of the business was prioritised over The stature of the Award is not just restrict-
the need to stay connected with the consum- ed to local shores. The genuine success of this
ers. Even if and when spending of ad dollars authentic, publicly-endorsed award has caught
occurred, the drive was very much promo- the attention of advertising associations and
tions-skewed. marketers across the region.
We have learned through time that connect- They have reached out for consultation and
ing with consumers is key to carving out a collaborations for the Award show to be held
niche for brands in the minds of consumers. in their respective countries.
This is a discipline that needs to be adhered The Award is one of the 4As most prized cre-
to no matter what challenges there may be, ations. It has grown to become Malaysia’s, if
this global pandemic included. not the region’s, only true brand award to be
Thankfully, pandemics do have lifespans. recognised and sought after by marketers.
Brands that embrace the situation with a sus- “Money-cannot-buy” will remain the credo for
tained presence, either through its marketing this award.
and communications efforts or CSR activities, For all winners in all 23 categories today, my
will surely prevail once the scourge is over. heartiest congratulations to you for being
This is evidenced by many of this year’s win- voted The People’s Choice.
ners. More importantly, kudos for having the
These brands chose the difficult route of fac- courage to keep the conversation going with
ing the pandemic head on and embarked on your consumers, even in these challenging
aggressive communication programmes across times.
Datuk Johnny Mun all platforms.
Many have undertaken bigger commitments
As we look forward to a better year ahead,
and to the opportunity to celebrate The Putra
Organising Chairman into CSR campaigns to endear themselves with Brand Awards together at the gala presenta-
their consumers. tion, I sincerely hope that all of you marketers
Association of Accredited By turning the pandemic into an opportunity will not let the current situation get the better
of you.
Advertising Agents Malaysia (4As) to ‘give back’ to the community, these brands
will certainly be favoured when the turna- Instead, in spite of the adversity, to take the
Senior Adviser & Council Member round comes. bull by its horns and soldier on. In closing, I
The Putra Brand Award is called ‘The would like to borrow a quote to remind us that
People’s Choice’ award for good reason. The when the going gets tough, the brands that get
intent of the 4As in creating and funding this going will thrive.
money-cannot-buy award is to promote and The very best wishes for the Lunar New
encourage brand-building among the market- Year.
4 Putra Brand Awards 2020 THE STAR, FRIDAY 5 FEBRUARY 2021
Selec criteria
for the awards: And the big
This is based on consumers’ choice of the
brands in the market that consistently invest
in brand building. This year, close to
winners are:
6,000 consumers responded over
the six week-long research period Putra Brand
which was promoted via 25 digital of the Year
Gardenia
platforms. The research was car-
ried out by Ipsos Sdn Bhd to deter-
mine Malaysia’s favourite brands with
multiple categories.
Respondents rate the brands based o
following factors: their impression of t
brands, their intention to purchase the
product or services of the brand, their
“forced” choice of the brand and those
would recommend to friends and fami s
Putra
Enterprising
Brand oft he
A Pre ious People
e’s Year
Choice Award: UNITAR
Into its eleventh year, the Putra Brand
Awards is a closely-followed event by Interna l Putra
top marketers every year. It’s an event
in which they look forward to in order
to keep tabs on the brands that are
University Brand Icon
favoured by consumers’ in the market.
The Association of Accredited Malaysia
Airlines
Advertising Agents Malaysia (4As)
introduced the Awards in 2010. It is
endorsed by MATRADE as Brand
Champion Partner and supported by
the Malaysian Advertisers Association,
Malaysian Digital Association and the
Media Specialists Association.
It is organised by the 4As in collabo-
ration with the Star Media Group as its
main sponsor. This year, there are 23
award categories in addition to three
special award categories.
PLATINUM GOLD SILVER BRONZE
ONZE
Apparel & Accessories Uniqlo Adidas H&M Bata, Poh Kong, Si hadijah, Swatch
Automo e Toyota Honda, Perodua Mercedes, Proton BMW
Automo e (Fuel, Lubricants & Accessories) Petronas Shell Michelin Petron
Banking, Investment & Insurance Maybank RHB Bank, VISA CIMB Bank, Public Bank AIA, Pruden Assurance
Beverage - Non Alcoholic Milo 100PLUS, Spritzer Nescafe BOH, Lipton, Nestum
Beverage - Alcoholic Tiger Heineken Guinness Carlsberg, Somersby
Beverage - Dairy Yakult Vitagen Dutch Lady Nestle Omega Plus
Cameras, IT and Office & Business Equipment Samsung HP Canon, Panasonic Faber-Castell
Communic on Devices Samsung Huawei OPPO, Vivo, Xiaomi
Communic on Networks Digi Celcom, Maxis Axiata, Hotlink Time dotCom
Educa & Learning UNITAR Interna University Univer Kuala Lumpur Taylor's University Monash University, Sunway University
Entertainment Golden Screen Cinemas Sunway Lagoon, TGV MBO Cinemas MST Golf
Cinemas
Foodstuff Gardenia Maggi Prego KitKat, Munchy's
Health Panadol De l, Strepsils, Vicks Sc s Hurix's, Redoxon
Home Improvement Products & Stores IKEA Energizer Nippon Paint Harvey Norman, Jotun, Senheng
Household Products Sunlight So Top Febreze Breeze, Ridsect, Shieldtox
Media Networks Astro The Star, TV3 New Straits Times Berita Harian, The Edge, The Sun
Personal Care De l Colgate, Vaseline Sensodyne, Sunsilk L'Oréal Paris, Pantene
Personal, Household & Outdoor Appliances Panasonic Samsung Sharp KDK
Property Development Sime Darby Property IJM Land SP a, UEM Sunrise EcoWorld, Gamuda Land, Sunway Property
Restaurants & Fast Food McDonald's KFC Texas Chicken Domino's, Nando's, Subway
Retail 7-Eleven Watsons Mudah.my, Mydin, Tesco
Transporta Travel & Tourism Malaysia Airlines Touch n’ Go Premium Outlets AirAsia, Grab
Winners can contact the organisers to order their trophies
THE STAR, FRIDAY 5 FEBRUARY 2021 5
6 Putra Brand Awards 2020 THE STAR, FRIDAY 5 FEBRUARY 2021
PUTRA BRAND OF THE YEAR
Bread maker, brand winner
GARDENIA those financially affected by the Covid-19
pandemic and we are working closely with
He said the company would not hold back
on brand building despite the Covid-19 pan-
GARDENIA bagged the coveted “money can- the Social Welfare Department, food banks demic.
not buy” Putra Brand Awards 2020’s brand and NGOs to distribute our product to people “More importantly we managed to main-
of the year. in need,” said Koh. tain our presence in the market and our
“We are extremely proud that we won Gardenia has been supplying fresh bread, efforts have been acknowledged by consum-
brand of the year for 2020. Since the Putra buns and spread to some 70 homes across ers amidst headwinds,” he added.
Brand Awards started in 2011, Gardenia has the nation. Khoo said that brand building is one of the
won gold and platinum awards,” said Over the past seven years, Gardenia par- survival strategies of a successful brand and
Gardenia Bakeries (KL) Sdn Bhd chief execu- ticipated in a back-to-school programme; this consumers would turn to trusted brands
tive officer Koh Chin Huat. year Gardenia will donate 1,000 school bags, during a crisis.
“We are very grateful that consumers have water bottles and goody bags to children. “During the pandemic, we started the
rewarded us with the brand of the year Koh said that while Gardenia is the market Gardenia Always With You campaign, with
award for 2020.” leader in the Philippines and Singapore, its authenticity and passion to put consumers
Winning Putra Brand of the Year on top of Malaysian operations is zeroing in on first. Our good efforts were acknowledged by
the Platinum award for Foodstuff speaks vol- “untapped local potential”. consumers last year and we came out on
umes about the credibility of the brand, he Gardenia has launched products like Roti top,” he added.
added, and this motivates Gardenia to work Roll-Up Wraps and NuMee, the only pasteur- Association of Accredited Advertising
even harder to serve consumers better. ised noodle in the local market – delivering Agents Malaysia (4As) senior adviser and
Also known as the People’s Choice Awards, on its promise to provide healthy options. Putra Brand Awards 2020 organising chair-
KOH CHIN HUAT brands are hand-picked by consumers with a “One of our objectives is to create a better man Datuk Johnny Mun said that aside from
robust survey of some 6,000 respondents. world for our consumers. Gardenia fulfils advertising and brand building, another
CEO
Gardenia has been placing its consumers our commitment to deliver the best,” said important factor is the company’s corporate
Gardenia Bakeries (KL) Sdn Bhd first for years, and now it has set aside Gardenia general manager of marketing and social responsibility (CSR) programmes. CSR
RM1.5mil to give back to the community. business development Derrick Khoo Chorn is a critical component and criteria for win-
“The company pledged RM1mil to help Seng. ning brands, he said.
PUTRA ENTERPRISING BRAND OF THE YEAR
Quality education for all Malaysians
UNITAR INTERNATIONAL been affected by the Covid-19 pandemic, ment to providing accessible and affordable
UNITAR has embraced changes and adapted education to the people.
UNIVERSITY to the situation. “For 24 years, UNITAR has remained com-
UNITAR International University was voted “The pandemic has accelerated not only mitted to help bridge the urban-rural gap
Putra Enterprising Brand of the Year under global trends, but also UNITAR’s strategic through our dedicated partners at the
the Putra Brand Awards 2020. plans. We have always been a leader in UNITAR regional centres nationwide.
“Winning one Putra Brand award is hum- online learning and are now implementing “It is with their support which allows us to
bling enough. But to win two at the same plans for innovative new products which cater to the needs of the people in Sabah,
time – the Platinum award for Education were originally meant for 2023,” said Puvan. Sarawak and Peninsular Malaysia. This is
and Learning, and the Enterprising Brand of “Additionally, we are also leveraging on why receiving the People’s Choice Award for
the Year award – is testament to the passion the key learnings from 2020 to further Education and Learning means so much to
and ability of the entire UNITAR team as we strengthen UNITAR’s governance in line with us.
strive to create highly employable and entre- our new organisational values of N.A.D.I. – “Over time, how we helped learners has
preneurial global citizens,” said UNITAR Nurturing, Accountable, Dynamic and evolved as the needs of the world has
International University chief executive Integrity. changed.”
officer Puvan Balachandran. “We see ourselves as the people’s universi- One of the key objectives of the Putra
UNITAR with three higher education and ty – a higher learning institution that deliv- Brand Awards is to promote local brands,
training institutions, he said, is a holistic ers employability, creates entrepreneurship with the hope that it will be a springboard
learning ecosystem which provides a compre- pathways, and provide lifelong learning plat- for them to go international.
hensive programme offering that allows for forms.” Puvan commented: “The moment you are
flexible pathways to relevant qualifications. He added that the pandemic has made uni- online, your reach is global. But to succeed
“It is this flexibility which makes us the versities more socially embedded than ever globally, you need to have the right partners.
PUVAN BALACHANDRAN people’s choice for higher education. And we before, and the institutions have taken a more And that is why we are calling for like-mind-
CEO are humbled that they feel the same way,” he active role in caring for communities. ed organisations big and small to be part of
UNITAR International University added. Puvan said that UNITAR’s biggest asset for the UNITAR learning ecosystem and truly
While education, like most industries, has 24 years now has been its consistent commit- make education accessible and affordable.”
PUTRA BRAND ICON
High in the eyes of Malaysians
MALAYSIA AIRLINES customers updated with the dynamic travel- ly supports local communities, such as dona-
ling rules via our informative one-step cen- tions to victims of natural disasters and
MALAYSIA Airlines expressed its gratitude tre and at the same time reinforce the safety assisting families or individuals in need.
to Malaysians for choosing the national car- of air travel while travelling with Malaysia On the pandemic front, Malaysia Airlines
rier as the Putra Brand Icon under the Putra Airlines, via our #FlyConfidently campaign. supports efforts to combat Covid-19 by
Brand Awards 2020. “Malaysian Hospitality will continue to be donating blankets and meals to medical
“As the flag carrier connecting Malaysians at the core of everything that we do because frontliners at KLIA, and ferrying PPE and
globally and a brand that represents the people, be it our customers or our employ- medical supplies through its sister compa-
nation in presenting Malaysian Hospitality to ees, are the centre of gravity at Malaysia nies MABKargo and MASwings.
the world, we have a duty to uphold national Airlines,” she said. “To date, we have also operated more than
obligation,” said Malaysia Airlines Bhd group As one of the key objectives of the Putra 200 repatriation flights to bring our fellow
chief marketing and customer experience Brand Awards is to promote local brands, citizens safely back home to their loved
officer Lau Yin May. with the hope that it will serve as a spring- ones,” she said.
“This level of acknowledgement will board for them to go international, Lau Lau added that giving back to the commu-
certainly reinforce the importance of added: “We remain committed to represent- nity has always been one of Malaysia
maintaining our brand top of mind and ing Malaysian Hospitality through our prod- Airline’s priorities.
connection with our customers at all times, ucts and services to the world as how we On winning a “money cannot buy” Putra
especially so during challenging times like started decades ago. Brand award, Lau commented: “It’s a prestig-
LAU YIN MAY this, and will motivate our people to “Winning this award solidifies our contri- ious award that every industry player aims
Group Chief Marketing and continue to push themselves to deliver our bution to the nation in bridging the world to for as it gives the validation taken directly
Customer Experience Officer brand to represent Malaysia and Malaysians. discover the beauty of Malaysia’s diverse cul- from the people, who are most important to
Malaysia Airlines Bhd “As we prepare for the gradual opening of ture, heritage, and lifestyle.” us. This award tells brands where they
the borders, we will continue to keep our According to Lau, Malaysia Airlines active- belong in the eyes of the public!”
THE STAR, FRIDAY 5 FEBRUARY 2021 7
8 Putra Brand Awards 2020 THE STAR, FRIDAY 5 FEBRUARY 2021
RHB’s Chinese New Year video for 2021 is an extraordinary story about love, told by a daughter as she recounts her memories growing up with her
father. After losing her mobility from a tender age, she found that while the path to one’s dreams is often obstructed by challenges, we seldom have
to walk it alone. The strength to progress will always be found in the unconditional support of our loved ones, just as they can always count on us to
find theirs.
Message loud and clear ‘The worst a brand can do is go
completely dark. It just sends the
wrong signal, that a brand is only
RHB speaks to consumers with clarity, consistency and creativity there for the good times and not
the bad,’ said Khairussaleh.
EVEN the best-laid plans count
for nothing when a crisis of
unprecedented proportions occurs.
With Covid-19, most brands’
meticulously planned approach for
2020 became redundant. It is in
these very troubling and uncertain
times that brands should be even
more active and remain connected
with its consumers, customers and
audiences.
Knowing that the pandemic
could quickly chip away hard-built
trust and long-standing relation-
ships, RHB Banking Group moved
quickly to reassure its customers
When waves of uncertainty
come crashing in, a tightly defined
brand purpose is the north star
that lights the way for businesses
to navigate troubled waters.
Realising that its entire market-
ing plan had to be revisited and
new strategies had to be created on
the fly amid unprecedented restric-
tions to delivery, RHB went back
and found inspiration in its pur- RHB provided meals and other
pose: Together We Progress. basic necessities to frontliners
Displays of empathy, inspiration fighting the pandemic.
and even appropriate humour are
some of the ways brands can still ed in believable behaviour, this
be part of social conversation. will strengthen a brand’s position.
“The worst a brand can do is go Brand behaviour plays a large
completely dark. It just sends the role in creating a brand’s image.
wrong signal, that a brand is only Beyond ads, it is also all the initia-
there for the good times and not tives and social projects that RHB
the bad,” opined RHB Banking has implemented that reinforces its
Group managing director Datuk position as the people’s ally.
Khairussaleh Ramli. RHB introduced many initiatives
Where RHB stands, branding is such as its special relief fund and
all about the trinity of clarity, payment assistance, as well as pro-
consistency and creativity. vided meals and other basic neces-
RHB’s success is rooted in its sities to frontliners to ease the bur-
clarity of purpose, as it is absolute- den of those impacted by the pan-
ly clear on the role it plays in the demic.
lives of its customers: Together We More recently RHB launched its
Progress. Chinese New Year campaign that
Just as important is the consist- tells the story of unconditional sup-
ency of RHB’s brand narratives. port and promotes a bit more
RHB has consistently championed understanding of a rare illness – all
Malaysians from all walks of life. of which stays true to RHB’s brand
This unwavering approach is based values of togetherness, support and
on a powerful marketing fact – that unwavering commitment.
an ownable brand platform (such “In essence, the investment that
as RHB’s festive campaigns) pos- we put in our brand is not just
sesses a powerful compounding through the marketing spend but
effect as each new campaign builds also living up to our brand purpose
on past efforts instead of starting through the many other efforts
from scratch. that we put in place to support our
Obviously, the same narrative customers as well as the communi-
cannot be employed over and over ties,” said Khairussaleh.
again so that’s where creativity “We are driven by our values.
comes in – the ability to find an The organisation’s values must be The B40 communities and welfare organisations are beneficiaries of RHB which donated essential supplies to
idea or way of delivery that cap- reflected in the way we serve our them.
tures the audiences’ attention. customers and in the products and
A big part of successful services that we offer.” truly reflects the extent to which in a differentiated manner that our brand promise of Together We
branding is also about knowing As an institution that walks the the RHB brand connects and gives a refreshed sense of hope. Progress resonates clearly in
where not to be. talk, RHB has been voted a gold engages them in their daily lives,” “It is only by living our values everything that we do, fostering
Brands need to be mindful that winner in the Banking, Investment said Khairussaleh. with sincerity that we will be able relatable connections with those
its communication and messaging and Insurance category of the “In challenging times, customers to ensure that our brand will we serve, while building and solidi-
are in sync with prevailing audi- Putra Brand Awards 2020, also are more aware and more focused remain sustainable and competi- fying deep relationships based on
ence sentiment. Nobody likes a known as the People’s Choice on their needs and requirements. tive. This is clearly demonstrated mutual trust and respect,” he said.
tone-deaf brand. Awards. Hence, we need to reprioritise our in our tone of voice, which embod-
The opposite is also true. By “We are humbled and honoured business strategy, understand what ies our brand personality and val- RHB is a gold winner in the Banking,
adopting an appropriate message by the confidence placed in us by matters to our customers and the ues. Investment and Insurance category
said in the right tone and manifest- our customers, and this award community, and connect with them “This drives us to ensure that of the Putra Brand Awards 2020.
THE STAR, FRIDAY 5 FEBRUARY 2021 9
10
0 Putra Brand Awards 2020 THE STAR, FRIDAY 5 FEBRUARY 2021
PLATINUM WINNERS
In view of the Covid-19 pandemic, how Should companies embark on their
are brands positioning themselves to have branding investments in the wake of the
a stronger presence in the market? Covid-19 resurgence?
Brands need to engage and care for the Now is an opportune time to invest in
community. Astro was quick to support building brand affinity because of higher
Malaysians with complimentary viewing of consumers’ attention and engagement level
additional content, broadcasting over 12,000 as they spend more time at home. Our goal
hours of public service information, 24-hour is to work hard to be the entertainment
daily news updates and debunking destination for Malaysians.
misinformation. We are honoured that
Malaysians recognised Astro as the top 10 What are some of the key elements for
most caring brands. a successful branding exercise?
Brands that show genuine care in this time
What steps are the company taking to of need will be appreciated by customers.
cement its brand image among consumers With schools closed, we champion education
amid a challenging year? with Pelan A+ SPM and TV Pendidikan on
We are accelerating our digitalisation Tutor TV and Astro Ceria to support students
initiatives to deepen engagement with our in their studies.
customers. Our digital brands are serving
HENRY TAN 13.4 million users and our streaming app,
Astro GO, saw its monthly active users
Group CEO
jumped 78% to 1.7 million.
Astro Malaysia
In view of the Covid-19 pandemic, how come out on top. good efforts were being acknowledged by
are brands positioning themselves to have the consumers amid headwinds. This is one
a stronger presence in the market? What steps are the company taking to of the strategies for the survival of successful
For Gardenia, we sailed through the hur- cement its brand image among consumers brands. Our focus, moving forward, is to
dles in 2020, we survived and recorded a amid a challenging year? continue being better in our engagement
good growth in sales. We learned that it’s the As a market leader, what is important is with our consumers and ensuring that these
brand position in these challenging times preserving the brand promise and the con- relationships are upheld.
that will decide whether you survive the cri- sumer journey, and keep it as pristine as pos- In 2021, we are investing more in building
sis. Your brand and how you position your- sible at the end of this pandemic. Armed on consumer insights, innovation excellence,
self during the difficult time is what will with humility, experience and confidence, brand building exercises, human capital
stick most in the hearts of your consumers we embraced the business disruption by development and supply chain optimisation.
for years to come. They will turn their atten- leaning towards digital ways of working and Last but not least, achieve network optimi-
tion towards the brands that they’re most connecting with our customers to the best of sation by ensuring freshly baked products to
loyal to, to decide whether they’re worthy of our ability, conscious that this may likely be delivered daily to our consumers without
support. have lasting effects. fail.
During the Covid-19 pandemic, we activat-
ed the Gardenia “Always with You” cam- Should companies embark on their What are some of the key elements for
paign which is in line with our brand posi- branding investments in the wake of the a successful branding exercise?
tioning, “Gardenia Cares”. It showed our Covid-19 resurgence? We need to make sure that our brands are
KOH CHIN HUAT commitment, authenticity and passion to put At Gardenia, our encounters in 2020 told acting consistently, effectively and authenti-
our customers first, understand them and us that investing in brand building has prov- cally according to the brand response and
CEO
find a solution. The good efforts were en a right thing to do. We managed to retain positioning strategy if we want to succeed in
Gardenia Bakeries (KL) Sdn Bhd acknowledged by our consumers. It made us our presence in the marketplace and our the long-term.
In view of the Covid-19 pandemic, how drive an active Malaysia, we found ways to when tapping into what is relevant to the
are brands positioning themselves to have motivate Malaysians to stay active at home rakyat in these challenging times. Always
a stronger presence in the market? via our MILO Rentak Aktif and MILO take a sense check to ensure that your brand
Be agile to pivot original plans quickly to Champions Clinic E-coaching throughout the is not tone deaf to what’s going on in the
remain relevant in the new environment year. country and the people’s sentiments.
and the consumers’ wants and needs. Tap
into trends while staying true to the brand’s Should companies embark on their
essence and values to ensure that your branding investments in the wake of the
brand’s communication remains unique and Covid-19 resurgence?
ownable in a sea of sameness. Yes, they should. The Covid-19 pandemic
will be a long and arduous fight and the new
What steps are the company taking to normal would be very different to what we
cement its brand image among consumers are familiar with. Use this time to grow and
amid a challenging year? evolve the brand together with the consum-
For MILO, in the environment when ers so that you are not left behind in the new
there’s much uncertainty and spreading of normal. Companies who want to achieve
negative news, we decided to inject some success in the long term need to continue
positivity and provide assurance by tapping investing towards initiatives that help the
into the love and connection the consumers brand create value in these areas – in the
NG SU YEN have towards the brand through our MILO good and in the difficult times.
Business Executive Officer, MILO 70 years campaign. Our message of perse-
Nestle (M) Bhd verance for the past 70 years and hope for What are some of the key elements for
the next 70 strengthened that connection. a successful branding exercise?
And staying true to MILO’s commitment to Stay true to what the brand stands for
In view of the Covid-19 pandemic, how upfront savings on a wide selection of our Darby Property, we strive to continue our
are brands positioning themselves to have products. rich legacy through meaningful interactions
a stronger presence in the market? We are very mindful of how challenging with our stakeholders.
We have observed during this time when the past year has been for many of us,
physical interaction is restricted, brands all especially the frontliners. What are some of the key elements for
over are moving to maximise their online Recognising this and to further solidify a successful branding exercise?
presence as digital touchpoints have become Sime Darby Property’s position as a A successful branding exercise requires a
the best ways to connect with potential and sustainable brand that cares for the people, holistic approach. Branding is what
existing customers. we launched the #BERSAMA campaign last consumers see, feel and experience. A brand
April to thank the frontliners. that stands out is a brand that recognises its
What steps are the company taking to consumers, their feedback and actually act
cement its brand among consumers amid Should companies embark on their upon them.
a challenging year? branding investments in the wake of the It is crucial to show that their voices are
We started with launching our online Covid-19 resurgence? heard and that they are a part of the brand’s
guided sales experience to our customers in It is vital for brands to keep up with the growth.
the first week of the first MCO to ensure our ever-changing climate to remain fresh and In an uncertain environment, innovation
customers can still enjoy the Sime Darby relevant, while continuing their presence and creativity continue to be a priority.
Property end-to-end sale experience from across both digital and conventional media Digitalisation and innovative initiatives will
the safety and comforts of their home. despite market challenges. ensure that we are agile to face changes and
Datuk AZMIR MERICAN This was complemented with our Continued investment in brand building is disruptions in the market. With the
Group Managing Director promotional campaigns, namely the necessary to thrive during this availability of various digital platforms, it
Sime Darby Property Bhd Spotlight 8 and Your Instalment on Us unprecedented time. has become much easier to engage and learn
campaigns that provide customers with For longstanding companies such as Sime consumers behaviours.THE STAR, FRIDAY 5 FEBRUARY 2021 11
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2 Putra Brand Awards 2020 THE STAR, FRIDAY 5 FEBRUARY 2021
PLATINUM WINNERS
In view of the Covid-19 pandemic, how customers to minimise physical contact and guiding principle in everything that we do.
are brands positioning themselves to have maximise safety at our stations. The PETRONAS Primax 95 with Pro-Drive
a stronger presence in the market? We ease refueling needs via ROVR service and the PETRONAS Primax 97 with Pro-
Our priority during this period is to con- and upgraded stations’ facilities including Race, which was launched in December
tinue offering superior customer experience payment terminals for a seamless and fric- 2020, have been enhanced according to our
through our myriad of offerings and innova- tionless customer experience. customers’ needs.
tive solutions while ensuring that our cus- I believe this continuous improvement is
tomers feel safe at our premises. Should companies embark on their what gives Malaysians the confidence to
This positioning has given us an edge, as branding investments in the wake of the choose PETRONAS as their preferred brand
we are able to address the changing needs of Covid-19 resurgence? for the 11th consecutive year.
our customers. Branding efforts should continue for com-
panies to remain relevant, especially during
What steps are the company taking to a time when the market landscape is chang-
cement its brand image among consumers ing, and investments should be focused on
amid a challenging year? where it matters most for stakeholders.
Our three focus areas are enriching liveli- For PETRONAS Dagangan, we always
hoods, assuring safety and convenience ensure that we remain at our customers’ top
through innovation. of mind.
We designed our programmes to benefit
AZRUL OSMAN RANI those affected including frontliners, the What are some of the key elements for
underprivileged and local entrepreneurs. a successful branding exercise?
Managing Director and CEO We continuously invest in innovation, We believe in seeing things from our cus-
PETRONAS Dagangan Bhd introduced new features on Setel – enabling tomers’ lens, which has always been the
In view of the Covid-19 pandemic, how the present time and circumstances. Covid-19 resurgence?
are brands positioning themselves to have In more ways than one, companies are
a stronger presence in the market? What steps are the company taking to affected by this unprecedented pandemic.
We always put people and customers first. cement its brand image among consumers However, businesses will have to continue
This is the philosophy and DNA of the Toyota amid a challenging year? with the need to sustain market presence.
brand. Toyota continues to stay relevant and Hence, the Toyota brand must and will
While the brand is positioning itself to be connected to our target audience. Over the continue to engage with our customers
more youthful, sporty and exciting, and past three years, we have evolved into a during these times. It is important for us to
towards being more relevant to customers, young, sporty and exciting brand through continue to stay relevant and top of mind.
we continuously provide for our customers’ our Gazoo Racing endeavours.
needs especially in these new norms. This has allowed us to reach out to the What are some of the key elements for
We recognise that this is more than a masses particularly to the young and young- a successful branding exercise?
brand image but also a brand promise that at-heart. The introduction of GR products in In today’s market, a successful branding
we intend to deliver. 2020 is a testament of our commitment to exercise is determined by the overall
During this pandemic, it is heartwarming this. perception of our consumers.
to see companies in the corporate sector In the coming years, we will further Therefore, it is vital to understand our
offering their expertise and facilities to cement this initiative with an exciting customers and ensure that we stay relevant
support the frontliners. introduction of a new brand pillar projecting to the market by delivering our brand
Together with our subsidiary Toyota our brand image towards being innovative, promise. This is achieved by staying
K. RAVINDRAN Boshoku Sdn Bhd (TBU) we supported by cutting edge and advanced. consistent and true to our communication
President producing the much-needed personal and brand experience.
protective equipment (PPE). This is also how Should companies embark on their
UMW Toyota Motor Sdn Bhd
the brand stays relevant and connected to branding investments in the wake of the
In view of the Covid-19 pandemic, how promoting healthy nutrition practices for branding investments in the wake of the
are brands positioning themselves to have stronger immunity as well as encouraging Covid-19 resurgence?
a stronger presence in the market? active lifestyle through our football related Branding investments have to be consid-
These trying times are exactly the right activities via social media during Covid-19 ered with care in the wake of this pandemic.
time for brands to fulfil our corporate social pandemic situations. We always try to bring value and make a dif-
responsibility and give back to the communi- ference to the community through each of
ty. We all have a role to play to help each Should companies embark on their our programmes and avoid purely branding
other and pull through this exercises.
challenge together.
What are some of
What steps are the com- the key elements for a
pany taking to cement its successful branding
brand image among con- exercise?
sumers amid a challenging I believe in making a
year? real difference in
We have been giving our people’s lives, in line
full support to the with our corporate
frontliners through product philosophy: We
sponsorships, we are contribute to the health
HIROSHI HAMADA continuously encouraging and happiness of people
Managing director the public to maintain good around the world.
Yakult (M) Sdn Bhd hygiene practices and
In view of the Covid-19 pandemic, how at any time and disrupt life. We will
are brands positioning themselves to have continue to invest in educating consumers
a stronger presence in the market? on how to manage pain so that they can
Covid-19 has created a paradigm shift in focus on the moments that matter.
consumer needs and behaviour. It has also
dramatically changed the consumer’s media What are some of the key elements
habits. It is important for brands to be for a successful branding exercise?
consumer obsessed and continue to be Our campaigns focus on bringing alive
relevant to consumers. our brand purpose and build trust among
consumers. We aim to create campaigns
What steps are the company taking to that are memorable, persuasive and rich
cement its brand image among consumers in consumer insight.
amid a challenging year?
Panadol’s purpose is to give consumers
freedom from pain so that the human spirit
can shine. Our campaigns and products aim
to drive trust and efficacy. In this ambiguous
time, we have also launched PSA campaigns
to urge consumers to stay home and stay
safe.
BRYAN WONG
Cluster General Manager Should companies embark on their
GSK Consumer Health Malaysia, branding investments in the wake of the
Singapore and Brunei Covid-19 resurgence?
We at Panadol realise that pain can strikeTHE STAR, FRIDAY 5 FEBRUARY 2021 13
14
4 Putra
Putr Brand Awards 2020 THE STAR, FRIDAY 5 FEBRUARY 2021
Power to move beyond
PETRONAS’ 11th consecutive win
at the Putra Brand Awards as
Malaysians’ favourite automotive
fuel and lubricants is a testament
to the company’s progress in
remaining competitive in the
industry.
PETRONAS Dagangan Berhad PETRONAS pushes the boundaries to deliver superior products and services
(PDB)’s continuous improvement
to its line of products, particularly formula that helps to increase PETRONAS Syntium lubricant retail-on-the-go experience. the fuel retailing industry, PDB
its Primax fuels and Syntium fuel efficiency, resulting in with CoolTech is formulated for Setel has been recognised as the remains committed in its sustain-
lubricant, has given customers the further mileage and lower modern driving conditions and only refuelling app in the market ability agenda of promoting the
confidence and trust in the brand carbon emissions. developed with strong oil chains that helps minimise physical growth of local entrepreneurs.
over the years. The new fuel also removes to defend against excessive touch points, as it can also be used Emphasis on local brands are
99.9% of deposits from key areas engine-damaging heat, while to pay for Kedai Mesra items. given via its Love Local campaign,
in the engine, unlocking the car’s optimising fuel efficiency and To-date, Setel has garnered over aimed at stimulating domestic
PETRONAS Primax fuels full potential to achieve effortless keeping engines cool. two million users. consumption by empowering
Having just introduced the power. Its flagship motorcycle oil the Setel also became the first buyers to choose local brands.
new PETRONAS Primax 95 with The performance of the new PETRONAS Sprinta with UltraFlex mobile application in Malaysia to The campaign features collabo-
Pro-Drive in 2019 to much success fuel was testified by customers was also enhanced to react instan- offer Deliver2Me, an initiative ration with over 70 local brands
and recognition, the company through a series of blind tests taneously to changing road and that allows Setel users to purchase across various industries offering
then introduced the improved whereby the majority of the riding conditions, protecting the selected items from participating deals ranging from food and bev-
PETRONAS Primax 97 with participants agreed that the bike’s critical areas and providing Kedai Mesra stores and have it erage, tourism, hotel, beauty and
Pro-Race in December 2020. PETRONAS Primax 97 with exceptional engine performance promptly delivered directly to health to lifestyle experiences –
Known as its best fuel, the new Pro-Race performed better than and longer bike life. their vehicle while refuelling. including brands such as TeaLive,
PETRONAS Primax 97 with Pro- other premium fuels that they Another innovative solution is MarryBrown, Royale Pharma,
Race has been engineered to meet currently use. Making life ROVR, a mobile refuelling service. Kings Bakery, Berjaya Group and
the demands of present-day high ROVR has been serving the Ri-Yaz Group of hotels.
simpler and better
technology engines – giving them PETRONAS commercial customers (B2B) PDB will remain committed in
a more powerful, responsive and At PETRONAS, it’s all about since its pilot in October 2018 pushing boundaries to deliver
efficient performance. Syntium and Sprinta making customers’ life better and has since delivered over 10 superior products and services
It utilises a formulation that is PETRONAS’ fluid technology and simpler. million litres of fuel. that meet the current needs of its
unique to PETRONAS, enhanced capabilities are also reflected in Seeing from customers’ lens, ROVR serves primarily B2B customers and to continue to give
with the world’s first advanced its range of lubricant products. PDB has continuously introduced customers across multiple indus- Malaysians reasons to choose
dual friction modifier, allowing Similar to its fuel products, new innovative offerings to tries and has played a pivotal role PETRONAS as their preferred
the fuel to be 25% more efficient the new formulation was also enhance customers’ experience in ensuring undisrupted fuel ser- brand, over and over again.
in reducing friction compared to developed for both the PETRONAS such as the Setel – Malaysia’s vices to numerous fleets during
its previous formulation. Syntium and PETRONAS Sprinta first mobile application that inte- this unprecedented pandemic as PETRONAS is the platinum winner
The new friction modifier range to meet the changing grates the epayment platform well as the recent flood in Pahang. in the Automotive Fuel, Lubricants
chemistry also incorporates a needs of motorists and engine with the pump; Kedai Mesra; and Over and above these unique and Accessories category of the
unique fuel and oil interaction requirements. loyalty benefits to create seamless offerings that give PDB an edge in Putra Brand Awards 2020.
Petronas stations offer superior fuel products and innovative services.THE STAR, FRIDAY 5 FEBRUARY 2021 15
16
6 Putra Brand Awards 2020 THE STAR, FRIDAY 5 FEBRUARY 2021
PLATINUM WINNERS
In view of the Covid-19 pandemic, how We are even more consumer-inspired has shown that brands which invest during
are brands positioning themselves to have than ever before. With consumers spending times like these come out stronger than
a stronger presence in the market? more time online, it’s now even easier for those which don’t.
At Heineken Malaysia, our top priority has brands and consumers to have meaningful Of course, the efficiency and effectiveness
been the safety of our consumers. The chan- two-way dialogue. of what we do becomes even more impor-
nels and occasions our brands traditionally By listening to our consumers on a more tant – so tracking and analysing results,
focus on – bars and pubs, sporting events, continuous basis, our brands can take steps remaining agile and making incremental
social gatherings etc – have seen many to align even more closely to what they changes, and applying your learnings is key.
changes during the pandemic, and our want, increasing our relevance and deliver-
brands have had to adapt. ing results for both sides. What are some of the key elements for
With consumer behaviour changing, it’s Internally, we’ve kept investing in our peo- a successful branding exercise?
vital for brands to align with growing chan- ple – in their capabilities and personal devel- As always – but especially in times like
nels while still preparing for recovery of the opment. these – it’s important that you are responsi-
market as a whole. It’s the people behind our brands who ble, provide a solution, remain credible and
For our brands, this has meant strengthen- drive the relationship with consumers, and stay relevant to the brand. With “Raise Our
ing our position in off-trade and e-com- ultimately the brand image, so it’s important Bars”, a joint exercise between Heineken,
merce, but also doing what we can to help to give them the tools they need to excel. Tiger, and Guinness, we connected consum-
on-trade outlets like coffee shops survive – ers and bars, subsidising pre-purchased
like we did with Tiger Save Our Street Food Should companies embark on their beers to be redeemed after the first MCO.
early last year. branding investments in the wake of the This helped restaurant and bar owners
PABLO CHABOT
Covid-19 resurgence? with cash flow when they were closed, gave
Marketing Director What steps are the company taking to We believe in long term investments in consumers a really good deal on their
Heineken Malaysia Bhd cement its brand image among consumers our brands and we have kept investing favourite beers and ciders, and stayed true
amid a challenging year? throughout the pandemic. Historic research to the values our brands stand for.
In view of the Covid-19 pandemic, how of their customers and by doing so, cement money spent on branding and marketing.
are brands positioning themselves to have their brand image.
a stronger presence in the market? Which is why, we at UNITAR, distributed What are some of the key elements for
Similar to how societies have been forced RM10 million in financial aid in 2020 to a successful branding exercise?
to adapt quickly to make online learning a deserving students to not only assist them in For UNITAR, we see a branding exercise as
part of their educational experience, brands coping with the stresses of the MCO, but to successful when the pulse of a customer’s
have no choice but to find ways to leverage also ensure that they are equipped to meet needs resonates with the brand execution.
digital branding and marketing to the fullest. the challenges of online learning. Stemming from the organisation’s core
Digital branding and marketing are noth- values of N.A.D.I. (ie pulse in Malay) –
ing new, but what is new is that the need to Should companies embark on their Nurturing, Accountable, Dynamic and
connect with consumers and clients digitally branding investments in the wake of the Integrity – UNITAR exercises its brand
has now become a basic requirement for all Covid-19 resurgence? philosophy of the 4 “I” (International,
brands, big or small, to survive and thrive in Investments in branding should continue Innovation, Inclusion and Impact) in all its
this challenging environment. as it is important for companies to be able to brand execution.
digitally connect with their customers even In essence, this means that apart from
What steps are the company taking to during a pandemic. However, what consum- promoting value creation for its customers,
cement its brand image among consumers ers no longer want to see are blatant sales business partners and stakeholders while
amid a challenging year? and promotional tactics which merely serve building its brand presence, UNITAR
PUVAN BALACHANDRAN It has indeed been a challenging year and the companies’ bottom line without any ben- nurtures its relationship with its customers,
CEO it is times like these where brands are efits to the society at large. Is it when this creates dynamic and interactive content that
UNITAR International expected to go the extra mile in taking care happens that consumers start to question the is founded on integrity and trust.
University
In view of the Covid-19 pandemic, how
are brands positioning themselves to have
a stronger presence in the market?
We are guided by our mission to humanise
financial services, and throughout the pan-
demic most of our initiatives revolve around
the well-being of our employees as well as
our customers.
These include deferment of repayments,
donations we made to hospitals and promo- These were complemented with other efforts point when carrying our initiatives have we
tion of economic activities in the neighbour- such as financial literacy education on social thought about the brand. It was always about
hood through Sama-Sama Lokal. platforms, employee programmes and sus- our mission.
tainable products to deliver on our brand
What steps are the company taking to promise and help build a mutually beneficial What are some of the key elements for a
cement its brand image among consumers future for all. successful branding exercise?
amid a challenging year? The most important element is a clear
We have been supporting our stakeholders Should companies embark on their purpose which encapsulates a brand’s
through various channels – from offering branding investments in the wake of the objective and values, and to ensure that these
financial support to the underprivileged and Covid-19 resurgence? are demonstrated authentically. Additionally,
moratorium for financing, to building our We do not look at these activities as brand successful brands must also be responsive
DATUK ABDUL FARID ALIAS Sama-Sama Lokal platform for struggling investments. Our actions are guided by our and relevant to their stakeholders, having
Group President and CEO small businesses, and accelerating our digital mission, and in return I believe they rein- open communication to build mutual
Maybank offerings for customers’ greater convenience. force what the brand means. In fact, at no understanding.
In view of the Covid-19 pandemic, how to ensure that we were still able to provide As such, companies should be consistent
are brands positioning themselves to have them escapism with our unique brand of in their branding investments. This is the
a stronger presence in the market? content. best time to identify opportunities, prepare
With the impact of the pandemic, brands We aim to bring smiles and laughter for the future, and build brands for the long
like ours can play a bigger role to inspire and during a trying time for the country. term.
uplift communities. The challenge is to stay By maximising outreach via our social At GSC, we are also a media owner. We
relevant when everyone is staying at home media platforms, we connected with have evolved from just offering screen
and we cannot open our doors for business. customers and kept them updated on the advertising to customised 360-degree,
At GSC, we actively use our social media latest industry developments – staying integrated advertising solutions that can
platforms to update, engage, and co-create relevant and top-of-mind. reach audiences across all platforms – on-site
content with customers. These consumer We strive to be inclusive, taking feedback and online.
insights help us craft better content and from our followers and improving our
offers. conversations, content, and offerings. What are some of the key elements for
For example, the quirky campaign “Hello. During this time, we also reached out to a successful branding exercise?
Cannot.” was the result of conversation with the local community through CSR As a brand, it is equally important to
our followers. To answer their needs, we programmes in response to Covid-19 by innovate, adapt, and diversify, as it is to stay
also activated home delivery of popcorn and donating food and amenities. true to its core values and beliefs.
other popular cinema snacks, as well as our Agility is also key in the new normal, as
very own online shopping platform, Should companies embark on their brands must catch trends as and when they
Keepsake, which has a wide range of branding investments in the wake of the are happening.
KOH MEI LEE merchandise. Covid-19 resurgence? By creating content and products that
CEO Definitely! It is especially important to leverage hyperlocal events and happenings,
Golden Screen Cinemas What steps are the company taking to continue investing in branding despite the GSC was able to become more relatable and
cement its brand image among consumers downturn caused by the pandemic. appealing to a younger target audience in
amid a challenging year? Brands must be vigilant, resourceful, and 2020, and we look forward to engaging more
Despite our cinema closures, we continued innovative to stay ahead. audiences in the coming year.You can also read
