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APPIES Malaysia Campaign Spotlight: Safi Shayla rises up to the challenge

APPIES

(marketingmagazine.com.my) – When Wipro Unza launched Safi Shayla they didn’t want it to be just another shampoo brand on the supermarket shelves, the company intended for the brand to become the voice of ambition amongst Malay women.

Based on the insights that the Malaysian shampoo market has over 100 players, the brand and its agency Ignite KL felt that a narrative for the category had not been developed beyond healthy/beautiful hair, dandruff or smelly hair.

The brand wanted Safi Shayla wanted to go beyond functional benefits. Research suggested that Tudung(Hijab) wearing women missed out on many life opportunities because they suffered from stereotyping like ‘soft’,‘submissive’, ‘not smart to lead’.

This insight led to the idea, Chabaran Shaylanista: Show The World That There Is Nothing That Hijabsters Cannot Do.

Going beyond just TVCs the agency created a digital programme like a reality show aimed at encouraging tudung wearers to bring alive the Hijabster spirit within themselves.

To support the innitiative TVC, Radio, Print & On Ground roving teams were deployed to support the digital programme.

As a result of the Shaylanista campaign the brand achieved a 7.10% market share at a growth rate of 136%.

Check out the full case study for our APPIES Malaysian Gold campaign winner below:

Agency - Ignite KL

Juliana Chua, General Manager

Eldon D’Cruz, Senior Planner

Syahriza Badron, Account Director

Ting Tai Meng, Associate Creative Director

Client - Wipro Unza

Cathy Chew, Senior Marketing Manager

Hayatul Farah, Product Manager

 

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