ComfortDelGro picks brand, media and data partner

Zig by ComfortDelGro has appointed S4 Capital’s Monks Singapore as its lead brand, media and data partner.

The appointment comes as Zig (“劲”) consolidates its taxi, private-hire rental, payment, and ride-hailing services under a single, tech-enabled identity. The partnership begins with a brand refresh and a multi-channel integrated campaign, aimed at retaining the brand’s distinctive character while injecting new energy and personality.

The new brand platform, “Time to Zig”, celebrates the choice and freedom Zig offers everyday Singaporeans as well as its taxi and PHC drivers.

Don't miss: Grab rebrands GrabRewards programme across SEA

The campaign will roll out across OOH, social, digital, events, and a series of films that highlight everyday moments. The campaign will feature local Singapore references, cringeworthy situations, and relatable experiences designed to foster meaningful connections with both riders and drivers.

Monks is also supporting Zig through its media and data capabilities, optimising campaign reach while enhancing the brand’s data infrastructure.

“The appointment marks a timely and thoughtful evolution of ComfortDelGro’s point-to-point mobility business, uniting the Group’s deep operational strengths with a renewed focus on freedom, trust, and the human experience. This is not only about delivering more and better rides but also building a customer-centric point-to-point ecosystem that empowers people with greater freedom to move, earn, and connect with confidence,” said Joshua Kuah, head of marketing, Zig by ComfortDelGro.

“We're proud to partner with ComfortDelGro P2P at this pivotal moment for Zig. Our role is clear: ensure the brand works as hard as the platform does, with ambition, integration, and a relentless focus on measurable impact. This is the foundation for long-term growth,” added Yasmine Mansour, head of growth, Monks South East Asia.

In tandem, Bill Davis, creative director, Monks Singapore, added “It’s exciting to work with a brand that touches the lives of so many Singaporeans. We wanted to have fun with the brand, give it new meaning and bring joy to people in a way that felt authentic and relatable. It’s a brand platform that we hope can keep running and running, with lots of ways to put a smile on people’s faces.”

MARKETING-INTERACTIVE first reported on the refresh last month. The refresh introduced a re-energised visual identity, including updated colours and a dynamic logotype that builds on its signature blue. According to ComfortDelGro at the time, the refreshed Zig identity will be implemented progressively across ComfortDelGro’s P2P mobility operations in Singapore.

The move also builds on ComfortDelGro’s broader branding efforts. In March last year, the group rolled out a refreshed corporate brand as part of its evolution into a global multi-modal transport player.

Related articles:
Weekly roundup: ComfortDelGro's refresh and our favourite Raya campaigns
Iconic ComfortDelGro cabs form Swedish flag to welcome king and queen to SG
Gojek and ComfortDelGro to send untaken rides to either platform