Celcom picks Teriang to push voice plan

Celcom has launched its latest brand, Celcom First, through an extensive brand campaign that raises awareness on wildlife conservation among its consumers by promoting elephant adoption at Zoo Negara.Launched on 27 June, the Celcom First brand campaign is targeted at business consumers."To add more zest to the campaign, we have chosen Teriang the elephant who will be part of an adoption project with Zoo Negara. [With every new registration for the Celcom First Voice plan], RM0.10 from will be contributed to a fund for Teriang's upkeep," said Zalman Aefendy Zainal Abidin (pictured), chief marketing officer of Celcom Axiata.Teriang the elephant will be featured on the campaign's TVC, print and online ads."Previously, we had great success with our blue bears in conjunction with our World Cup 2010 guerrilla marketing campaign, and a lion for the Celcom roaming campaign," said Zalman, adding that the elephant represents power, loyalty, and a desire to always reach for the top.Agencies on board the campaign include M&C Saatchi for media, creative and digital executions along with Celcom's in house PR team for public relations initiatives.Celcom First offerings consist of voice plan, data plan, solution, wifi and home broadband.