Foong Li Mei
Dec 6, 2016

Influence: Ditching the megaphone

Brands across Asia-Pacific are learning to be subtle and to let content do the talking, but not all of them are game for complete anonymity.

Aiming high... Indian brand Dabur's '#AmPrettyToug' used an unbranded documentary-style video featuring mountaineer Jaahnavi Sriperambuduru to expose audience's preconceived ideas about her pastimes based on her looks.

Hard-sell is increasingly hard to sell. Companies around the world are toning down on overt branding in content marketing, and the trend is spreading swiftly across Asia-Pacific as well.

Earlier this year, McDonald’s Hong Kong teamed up with celebrity chef Gabriel Choy and used unbranded food trucks and teaser videos to create buzz over its new burgers. Around the same time, an app listing bartenders, mixologist and trendy bars in Hong Kong surfaced the...

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
cs@haymarket.asia
or call+852 2122 5227

Subscribe

Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +852 2122 5227
or email subscriptions@campaignasia.com

Campaign Jobs

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
A visit to Accenture's collective creative Digital Hub
Premium
9 hours ago

A visit to Accenture's collective creative Digital Hub

In a world of specialist setups, does a one-stop shop for design, data analysis and prototype production make sense?

Premium
Behind Visa's vision of a cardless Winter Games
Premium
9 hours ago

Behind Visa's vision of a cardless Winter Games

With PyeongChang 2018 just around the corner, the sponsor is making big bets on wearable technology and sound to stand out as a financial services innovator at the event.

Premium
Move and win roundup: Week of January 15, 2018
Premium
10 hours ago

Move and win roundup: Week of January 15, 2018

A weekly collection of notable people moves and account news.