Branding in Asia

3 days ago | brandinginasia.com | Bobby McGill

Online financial fraud is rampant during festive and sale seasons, and fraudsters are now employing AI to scam innocent people. Traditional PSAs fail to engage with Indians as they harbour an optimism bias. India’s first fraud awareness influencer, Vigil Aunty from HDFC Bank had to protect, awaken, and empower the masses. During 2024’s end-of-season sale, Vigil Aunty in collaboration with Nora Fatehi, replicated the modus operandi of fraudsters by crafting an entirely fake brand – Lulumelon.

3 days ago | brandinginasia.com | Bobby McGill

Digital video consumption is accelerating worldwide, and B2B marketers increasingly see it as a way to engage decision-makers in creative, high-performing ways. Short-form video is now a driving force, with 63% of B2B buyers saying it plays a critical role in their purchasing decisions. On LinkedIn, video consumption has risen 36% year-over-year, with video creation outpacing other formats by two to one.

4 days ago | brandinginasia.com | Bobby McGill

Melbourne-based social enterprise and streetwear label HoMie has launched its annual “Hoodies for Homelessness” campaign in partnership with creative agency Town Square. Timed to coincide with the start of winter down under, the campaign introduces a tongue-twister reminiscent of ye olde woodchuck riddle: “How much good could a good hood do, if a good hood could do good?” Designed to be memorable, the phrase encourages public engagement with HoMie’s mission.

1 week ago | brandinginasia.com | Bobby McGill

Global media agency Assembly recently named Karen Ho as its Managing Director of Greater China — a new role that reflects the agency’s strategic ambitions in one of the world’s most dynamic markets. With over two decades of experience and a track record of driving growth at agencies like Initiative China, Ho now oversees Assembly’s operations across Mainland China, Hong Kong, and Taiwan, supporting both local and global brands.

1 week ago | brandinginasia.com | Bobby McGill

Over the last five decades, the Toyota Hilux has become more than just a ute (Australian for “truck”). It’s an icon in a league of its own, famous for its reliability. But in 2024, there was an influx of competitors vying for market share in the ute segment in Australia. With new entrants focusing on sleek designs and flashy features, the campaign doubled down on what truly matters with a ute—reliability. When the stakes are high, you need a vehicle guaranteed to get the job done.