Weekly roundup: ComfortDelGro's refresh and our favourite Raya campaigns

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Happy Friday MARKETING-INTERACTIVE readers and welcome back to the weekly roundup. This week, we witnessed bold new moves in the industry, such as ComfortDelGro's revamped corporate look and dentsu Creative Singapore's appointment of Fiona Huang as managing director. We also highlighted our favorite Raya campaigns that truly captured our attention.

If you need a quick summary, welcome to MARKETING-INTERACTIVE's weekly roundup, a video and article feature in which we take you through the biggest stories of the week and take a deep dive into trending topics we've seen in the industry.

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1. ComfortDelGro shifts gears with new corporate look

ComfortDelGro has rolled out a refreshed corporate brand. The rebrand comprises a new purpose statement - 'Mobility for a better future' - and a modern visual identity that signifies a step forward in the company’s evolution into a global multi-modal transport leader.

Key elements of the refreshed brand include an updated ComfortDelGro logo to symbolise the company's journey forward as well as a refined blue hue to represent reliability, trust and customer confidence.

Read more here.

2. dentsu Creative Singapore names new managing director

Dentsu has appointed Fiona Huang as managing director, dentsu Creative Singapore, effective 25 March. In her new role, Huang will scale the agency's creative business.

Huang has over 17 years of experience in driving brand-to-business growth through award-winning creative excellence and marketing effectiveness, according to a statement seen by MARKETING-INTERACTIVE. Additionally, Huang has consistently initiated and delivered outstanding results for new-to-market brands, local and global icons across a multitude of categories, including tourism, F&B, technology, lifestyle, art and institutions.

Read more here.

3. KFC Malaysia drops Raya clothing set for feline friends

KFC Malaysia has added a creative twist to their annual Raya campaign, by dropping an exclusive baju Melayu (traditional Malay outfit) and baju kebaya (traditional dress) for cats.

Cat lovers can purchase the outfits on KFC Malaysia’s TikTok Shop, for RM55. Each outfit has sizes ranging from S to L, and is made with interlock polyester. According to KFC Malaysia, the outfits are handmade by local Malaysians.

Read more here.

4. MR D.I.Y. serves up a fun Wes Anderson-esque film for Raya

Home improvement retailer MR D.I.Y. Group has unveiled its “Raya Penuh Makna” (Raya is full of meaning) campaign, highlighting that the Raya festivities go beyond vanity and taking care of one’s appearances, and is more about unity, gratitude, and creating unforgettable moments with loved ones.

The story follows Diyanna, who is determined to fit into her favourite baju Raya (Raya outfit) by resisting the temptation of her beloved treats. However, when her grandmother reminds her that Hari Raya is about gratitude, togetherness, and memories— not just appearances, Diyanna is challenged to embrace the true joy of the celebration.

Read more here.

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