Vinda adds duties in Singapore to media agency's remit

Vinda Malaysia has added Singapore as a remit to PHD Malaysia's duties. The will agency manage media duties across all Vinda brands, including Libresse, Drypers, Tena and Vinda tissues. It will also manage on-site optimisation on marketplaces such as Lazada and Shopee in Singapore. 

The remit expansion will come into effect in the first quarter of 2024. This comes after PHD Malaysia demonstrated high involvement and passion for the Vinda business and brand, said the release. 

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"PHD Malaysia understands our business and works well with our team. Most importantly, the agency is not an ‘order taker’ but a good challenging partner in addressing our brand’s challenges," said Ian Ong, marketing innovation director, Southeast Asia, Vinda Malaysia. 

"A strong team backed with the right tools and global support is the main reason why we extended our Singapore business to PHD," added Ong. 

PHD Malaysia first started working with Vinda in Malaysia last year. Since then, Vinda's Libresse has become the first feminine care brand to advertise on DOOH in the country, said the release. 

“We are incredibly proud about the extension of our partnership with Vinda, a valued client who has been instrumental in our journey. This continued collaboration is a true testament to the effectiveness of our strategy, built on innovative solutions and a bold ambition to succeed," said David Soo, managing director of PHD Malaysia. 

"Their trust in our team further fuels our motivation to deliver exceptional results and push the boundaries of what is possible. Together, we are excited to embark on the next chapter of this rewarding partnership." 

Vinda's year-on-year growth was driven by the sales of toilet rolls. Vinda strove to capture the Malay market and its and grow its market share. 

Together with PHD Malaysia, the brand sought to demonstrate the quality of Vinda Deluxe’s dry and wet kitchen towels and justify the price difference using TikTok. In doing so, it collaborated with Malaysia's TikTok creator Khairul Amin Kamarulzaman in September last year. 

PHD Malaysia and Vinda worked with Khairul Amin on one TikTok cooking video and two recipes – Ayam goreng bawang putih (Garlic fried chicken) and Telur Itik masak lemak cili api (Duck egg stew with bird's eye chilli). The collaboration demonstrated the quality and value of the kitchen towels, showcasing their oil-absorbing and food-safe properties.

The video garnered two million unique views and went live on Facebook, Instagram and X too. Within five days, the video amassed 3.8 million unique views and over 20 million views across the four platforms. 

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