Another local brand gets Hartono fever

I’m a girl. I admit, Nathan Hartono is cute. But are we going a bit overboard with the Hartono fever?

Most recently, Singtel is the latest brand trying to win hearts over with the Hartono fever. In a press statement, the local telco said that it is partnering up with the homegrown singing sensation in a special event to celebrate the festive season and spread the joy of giving.

Hartono will be performing live via a video broadcast on Singtel’s Facebook page on 8 December at 3pm. During the session, fans will have the opportunity to interact with star and ask him to perform song dedications to their families and friends.

Fans can start submitting their song requests today via Singtel’s Facebook and Instagram pages, stating who they are dedicating the songs to and the reasons for the dedications. Hartono will choose the most touching dedications to perform. Fans can look forward to exclusive behind-the-scenes footage of the event on Singtel’s Snapchat and Instagram accounts.

Diana Chen, Singtel’s vice president of mobile marketing, said, “By organising this event with Hartono, we hope to give his fans the special gift of music to usher in the festive season. This continues Singtel’s Christmas tradition of giving back to the community and supporting the Singtel Touching Lives Fund.”

Also tying up with Hartono this holiday season is our local bank DBS.

DBS launched a new spot featuring national darling Nathan Hartono to tell its users that there is more to gifts this Christmas season. The spot which was launched last Friday was produced by Tribal Worldwide Singapore.

The video shows a couple shopping for a Christmas gift for the woman’s father and sees her deliberating between a pair of shoes and a limited edition gold fountain pen they saw earlier. She stops talking mid sentence when she sees Nathan Hartono in the shoe shop she is in.

Watch what happens here:

In October, Nestle Singapore’s Milo brand showed its support for home-grown singer who was also a front runner and favourite to take home the champion spot for popular Chinese singing content Sing! China. This followed an interview done by The Straits Times where Hartono commented on his entry into the top ranks of the semi-finals. He said to the local paper:

“If I win, I will rent a fleet of Milo vans and treat everybody to Milo peng (iced Milo).”

Picking up on this was none other than Milo who shared the ST article and showed its support by saying colloquially that he need not rent their popular Milo truck and it would provide it for free. It also asked social media users to suggest a location where it can park its truck to distribute free Milo malt drinks.

Chow Phee Chat, Director, Marketing Communications and Corporate Affairs of Nestlé Singapore also added that the move wasto show our appreciation for Nathan Hartono’s remarkable achievement (as well as all Singaporeans who have contributed to the country in one way or another).

Clearly, Hartono is winning hearts everywhere.

P.S- My team of girls disagree that we are going overboard because they “heart” Hartono. I stand corrected.




Rezwana Manjur
Southeast Asia Editor
Marketing Magazine Singapore
Rezwana Manjur, a true blue city girl and complete social animal, spends half her time sifting through advertising scandals, and the other half testing out brands' retail marketing strategies at the mall. She enjoys traveling and fantasising over the charming lads on hit TV show Mad Men. Most weekends, she turns nocturnal, except when brunch comes into play.

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