iflix has unveiled its first-ever regional TV commercial (TVC) to introduce its Channels feature across Malaysia, the Philippines, Thailand, Indonesia, Sri Lanka, Cambodia and Myanmar. Jointly developed by iflix and dentsu X and produced by Graph Studio, the campaign takes a comedic interpretation of iflix’s “obsession” with customers and their personalised entertainment experiences and preferences.
Speaking exclusively to A+M, an iflix’s spokesman said the commercial was additionally filmed in each territory’s language of preference, as a measure to ensure a commitment to content localisation. The two-minute spot was shot in Kuala Lumpur, where iflix is headquartered and will be displayed on various channels including digital and OOH.
With the tagline “The Future of Channels is Here,” the campaign which runs through now until November will feature 17 celebrities and influencers from iflix territories across Southeast Asia. It has been rolled out in the Philippines and Thailand in September, with other countries following suit in the coming weeks. Meanwhile, for Malaysia, the TVC will be launched on 16 October.
iflix’s TVC stars leading local celebrities and influencers from multiple countries across Southeast Asia, including Sazzy Falak, Zooey, Serena C and Darren Teh for Malaysia; Karylle Tatlonghari-Yuzon, JM Rodriguez and Cher Lui Pio for the Philippines; Note Panayanggool, Saranee Sanguanruang and Pongsuk Hiranprueck for Thailand; Saranga Disasekara and Dinakshie Priyasad for Sri Lanka; Paing Phyoe Thu, Shar Htut Eaindra, Hsu Myat Noe Oo and Aung Ye Htike for Myanmar and Ashraf Sinclair for Indonesia.
iflix Asia marketing director, Jason Monteiro said, “As a brand first, we are launching an Asia-wide regional campaign that brings the evolved service to life – in local languages, with local celebrities and with Channels that showcase the region’s top local, regional and international entertainment brands. This is the future of Pay TV, and we are immensely grateful for the support of our talents, team and partners as we bring this vision to life.”
The campaign comes shortly after Patrick Grove, co-founder of iflix and Anthony Tan, co-founder and group CEO of Grab made a bet during their face-off at a conference earlier this year. The bet, which saw the two face off on a video game, said that if Grove lost, he would need to drive a GrabShare car for a day around Kuala Lumpur. Meanwhile if Tan lost, he would need to give one person in the audience RM1,000 worth of Grab rides. Unfortunately for Grove, losing the bet, he had to fulfil his promise of being a GrabShare driver.
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