airasia MOVE gets product placed on rom-com series to up brand visibility

airasia MOVE (formerly known as airasia Superapp), is partnering up with OTT video streaming service Viu in the latest Viu Original series “From Saga with Love”.

According to the brand, the initiative aims to enhance its brand visibility and engagement as a travel superapp, within the entertainment industry.

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airasia Superapp and AirAsia X is said to be featured prominently via branding and product placements in the new rom-com series, which will be made available to over 65.5 million local and international monthly active users in 16 different markets. The series is currently the number one title on Viu Malaysia, starring Siti Khadijah Halim, Sophia Albarakbah, Fimie Don and Ikmal Amry.

“From Saga With Love” tells the story of Karma (short for Karmila), an aspiring social media influencer who bluffs her way into becoming an interpreter for A-list actress Bianca Rozario during her trip to Saga, Japan.

Karma must use every means necessary to avoid having her deception exposed, while simultaneously undertaking a secret task assigned by Bianca’s controlling mother, Kathy, to unravel the mysteries of Bianca’s love life.

With the inclusion of Bianca’s affable videographer, Bob, and taciturn Malaysian-in-Japan, Sham, what results is a hilarious merry-go-round of problems, solutions and romantic complications

According to the brand, other initiatives will also be put in place to drive this objective, including its community platform airasia Chat, digital radio station RedRadio, gaming hub RedGames, and Vtuber platform Project Kavvaii.

The company’s latest branding initiative follows the appointment of Nadia Omer as its new chief executive officer as of 26 October 2023.

Omer takes the helm from Mohamad Hafidz Mohd Fadzil who served as airasia MOVE’s acting CEO from April this year.

Omer has a track record in category conversion, consumer habit change, and ecosystem value creation from her expansive career journey that began at P&G to her roles at Nestle and PepsiCo where she held leadership positions.

She most recently served as the chief business officer of Cars24, Southeast Asia before joining airasia MOVE.

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