Unilever Malaysia’s Lifebuoy brand has launched a new Ramadan campaign involving a strategic partnership with Media Prima Television Networks (MPTN). Dubbed “Sucikan Diri dan Hati, Ramadan Ini”, the month-long campaign comprises a series of activities to promote hygiene awareness and action.
Together with MPTN, Lifebuoy will launch a cross-platform branded capsule featuring actor Farid Kamil (pictured second from left), who is known for his roles in “Mistik” and the recent “J Revolusi”. The spot is aimed at deepening the proposition of “Sucikan Diri dan Hati, Ramadan Ini” and also stars the actor’s son, Muhammad.
Additionally, Lifebuoy will travel across selected cities in Malaysia to deepen education efforts. It will capitalise on the on-ground events organised by MPTN in association with its annual Ramadan and Raya campaign.
It will incorporate the initiative into “Skuad Terima Kasih”, “Bazar Terima Kasih” and “Jom Masjid” events to be held in Johor, Terengganu, Pahang and Kedah. This will include activities such as hand wash demonstrations and a distribution of over 3,000 Lifebuoy care packs.
Lifebuoy also struck an exclusive partnership with Watsons, which sees RM1 being donated to “Tabung TV3 Bersamamu”, an ongoing charitable fund initiated by TV3, with a RM15 purchase at any Watsons outlet. Customers will also be rewarded for positive hygiene habit through a chance to win prizes from Habib Jewels via Lifebuoy’s nationwide contest.
“More than just providing access to effective products, ‘Sucikan Diri dan Hati, Ramadan Ini’ takes our mission a step further as we bring across to the nation the hygiene message in an interesting format, while getting on ground to convert it into real action,” Vincent Chong (pictured second from right), marketing director of Unilever Malaysia, said.
“The collaboration with Lifebuoy stems from the ongoing relationships we have with Unilever Malaysia and some of the most powerful brands it houses. Being a big part of this meaningful initiative also serves as a validation of the network’s capability to support Lifebuoy,” Puan Nini Yusof (pictured far right), director of sales and strategy for client service group of Media Prima Television Networks said.