Celcom and Axiata have launched a new mobile entertainment brand services called Escape, roping in legend Jackie Chan as the brand ambassador.
Escape was officially launched on 22 August.
The campaign, created by M&C Saatchi, caters to a new breed of consumers - the "modern nomads" who prefer to consume content anytime and anywhere, across all devices.
The campaign kicked off with a pre-launch teaser giving away clues about the identity of a mystery star. It later revealed Chan's identity via print, TV, outdoor executions, digital and social media space.
Chan will also be featured in an extensive campaign across traditional, mobile and digital touch-points.
M&C Saatchi created the campaign associating Escape with entertainment and aiming to appeal to Axiata's Asia-wide customer-base.