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...

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