Originally published on Marketing Interactive

Telco company CelcomDigi has handed its media duties to OMD Malaysia for three years following a pitch that was called in August this year.

In October this year, CelcomDigi worked with OMD to execute a brand campaign that will run for the ongoing quarter. The telco was formed last December following a merger between Celcom and Digi and it recently unveiled its new brand spirit, “Create a world inspired by you” along with a new logo.

The logo was a sonic one done in collaboration with Design Bridge & Partners and Two AM Music and was designed to create an emotional connection with its listeners and to reinforce the brand connection with customers across all touch points, according to a statement from the brand at the time.

It features a versatile four-note melodic motif that allows the brand’s identity to be carried across a variety of audio assets. The melody is crafted with a pitch contour that mimics the natural inflection of the word “CelcomDigi”, which aims for the brand name to organically be prompted in the mind of listeners.

With the partnership with OMD, the agency wanted to show how the union signified more possibilities and opportunities that could reimagine a new era for the country. The team also understood the need to communicate that CelcomDigi’s combined strength will help consumers reimagine their lives and gives them power to do more, it said in a statement.

Using this insight, CelcomDigi leveraged OMD to execute initiatives on TV, radio, and social media. These included brand integrations within TV3’s Buletin Utama – Malaysia’s biggest news programme – as well as the news programmes of TV9, 8TV, Astro AEC, and Astro Awani. It also carried out partnerships with Astro ERA and Star Media Group’s Suria to co-host the Monday breakfast show; and created branded likes and hashtags on X, formerly known as Twitter.

“We are chuffed to have secured the trust of CelcomDigi with our innovative media planning approach. This was one of the key pitches in Malaysia, and it was satisfying to see our team develop great chemistry with CelcomDigi over the past few months,” said Mayank Bhatnagar, managing Director at OMD Malaysia. “With our knowledge and expertise in the field, we are confident that we can help CelcomDigi establish themselves as the nation’s trusted partner in innovation and digitalisation.”

“It has been an absolute honour and an exciting journey to work with the CelcomDigi team to kick-off the brand launch campaign. We are absolutely thrilled about this new partnership and look forward to continue creating innovations that inspire Malaysians every day,” added Eileen Ooi, chief executive officer, Omnicom Media Group Malaysia.