Singha puts Jeeno Thitikul’s first believer in the spotlight

Singha Corporation has turned Thai golfer Jeeno Thitikul's grandfather's belief in her into an eight-minute film, using her personal journey to explore the people who support us before the rest of the world recognises our potential.

Created with Ogilvy Thailand, "Dear Jeeno" captures Thitikul's unscripted reaction to a series of messages from her grandfather, who encouraged her to take up golf when she was just six years old. Released on 9 October 2026 through the golfer's personal Instagram account, the film brings Singha's "Believe Before the World Does" philosophy to life.

Now ranked world number one, Thitikul has recorded 11 LPGA Tour wins, including her most recent victory at the 2026 LOTTE Championship in the US. However, the film looks beyond her achievements to the early years of her journey, when her grandfather's initial intention was simply to encourage her to exercise and help manage her allergies.

Don't miss: Tiger Beer asks: Have you met your inner tiger? 

Her family would travel from Ratchaburi to Bangkok every weekend for golf lessons, supporting a pursuit whose eventual success was far from certain. The film returns to this period to highlight the role her grandfather played in nurturing her interest and believing in her potential long before she became an internationally recognised athlete.

To bring this story to life, Ogilvy Thailand developed a film-within-a-film concept. Rather than build the narrative around a conventional interview or a retrospective account of her achievements, the agency wanted to capture the moment Thitikul discovered just how much her grandfather had believed in her.

The team first recorded her grandfather speaking about her childhood, their time together and his longstanding confidence in her, even before she recognised her own potential. Thitikul was subsequently invited to what she believed was an interview shoot, only to be shown her grandfather's recorded messages for the first time. Cameras captured her unscripted reaction as she watched.

The resulting film brings together two perspectives on the same journey: a grandfather reflecting on the young girl he encouraged, and a granddaughter discovering the depth of the belief that had accompanied her along the way.

"We felt that if we made it truly authentic, without adding anything contrived, we could let the story unfold naturally," said Thasorn Boonyanate, chief creative officer at Ogilvy Thailand.

That approach extended to the production itself. Working with director Atta Hemwadee, the team filmed Thitikul's grandfather at his own home, surrounded by photographs and golf equipment he had kept from her childhood. Rather than recreating her beginnings on a set, the production returned to a place that held those memories.

His interview was kept secret from Thitikul to preserve her first reaction. The director aligned the framing and eyelines of the separate recordings to create the impression of a shared space, allowing audiences to experience the message alongside her. Childhood photographs and footage from her golfing career were also woven into the film, connecting her grandfather's recollections with the years of practice and progress that followed.

For Singha, the film reflects its longstanding commitment to supporting Thai athletes across different sports, including those who have yet to gain widespread recognition. Its wider initiatives encompass youth development, sports associations, national teams and athletes with disabilities, creating opportunities for athletes to develop their potential.

"Belief matters most when there is little to show for it yet. Sometimes, knowing that one person sees your potential is what gives you the courage to take the next step," said Chutchai Wiratyosin, assistant to chairman of the executive board at Singha Corporation.

"That is the thinking behind our support for Thai sports and our belief in the power of sport to develop people. For us, sport is about more than results or wins. It is about creating opportunities for people to grow, realise their potential, and inspire others along the way," he added.

The decision to release the film through Thitikul's personal Instagram account, rather than Singha's main brand channel, also kept the story rooted in her personal experience. Audiences encountered it as a story shared by the athlete herself, with Singha's role connected to the belief underpinning her journey rather than a conventional sponsorship announcement.

Through "Dear Jeeno", Singha hopes audiences will reflect not only on the people who believed in them, but also on those who might need their encouragement today. While golf provides the setting, the film's message extends beyond sport, inviting viewers to think about the parents, teachers, friends and mentors who recognised their potential before they could see it themselves, and consider who might benefit from that same encouragement.

Related articles:  
PRAMY puts a human spin on everyday cat antics  
Spotify has a secret language, and Thai music fans are in on it  
Coca-Cola turns Thai workplace distractions into surreal dinner-table moments