Watsons MY entertains fans with fresh take on 'kung fu' in CNY film

Watsons Malaysia has collaborated with Naga DDB Tribal to usher in the year by releasing a short film, titled "大阵仗过靓年”, which translates to “Celebrate The Grandest #HappyBeautifulYear”. The film was inspired by the Mandarin word, "功夫" (gong fu), which could either mean "kung fu" or "effort". This gave the team the freedom to play with the word's double meaning, which also became the premise for its main message to Malaysians.

With this film, locals are kept entertained and engaged in a martial arts comedy that communicates the message that a #HappyBeautifulYear awaits as long as we put in the effort.  The kung fu element also adds a fresh take to Watsons Malaysia’s series of Chinese New Year films, while retaining its musical drama approach.

Aside from the film, Watsons Malaysia also produced a series of short video assets for various digital platforms to highlight deals that are available in-store and online. The campaign is further amped with appearances from content creators, Han Xiiao Aii, Phei Yong, Jinnyboy and actress Amber Chia, among others.  According to Watsons, these individuals each brought different types of followers and supporters. The health and beauty chain added that Watsons members are given the opportunity to win prizes worth over RM2 million with the purchase of its products. A+M has reached out to Watsons Malaysia on the digital platforms it will be utilising. 

As compared to the previous films, Watsons Malaysia said that extra efforts have been put into this year. According to Watsons Malaysia's customer director, Danny Hoh, consumers are able to catch the film's cast striking poses with fierce, playful martial arts flair such as "Iron Palm", "Tiger Roar", "Tai Chi" and "Wing Chu, among others. "Together, we are bringing forth an important message of togetherness by embracing each other’s strength,” added Hoh. 

Meanwhile, Watsons Malaysia's managing director, Caryn Loh said that with this film, the brand hopes to inspire the public that the "grandest celebration comes from our hearts, and it’s with whom we celebrate that makes the celebration grandest". "Together, we can embrace each other’s strengths and overcome any challenges to make this year's celebration a grand one," she added. 

"While the themes from previous years have largely revolved around family togetherness, we have decided to focus on the overwhelming anticipation for a grand celebration in 2022 as we usher in The Year of Tiger," said Raphael Ang, head of Chinese copy at Naga DDB Tribal. Watsons Malaysia and Naga DDB Tribal have been working together since 2019. 

Earlier this week, the health and beauty chain unveiled its "Watsons VR Get Active Park", aiming to help consumers stay active and healthy while at home. The park recently landed in Malaysia, Thailand, and Taiwan and is expected to roll out in Hong Kong next month. With this park, Watsons aims to offer its customers a virtual immersive experience to live an active lifestyle. The park is said to be a virtual playland that is made up of different sections including a game zone, exercise arena, virtual Watsons store, and rewards station. 

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