Miss Universe to plug Boon Rawd corporate

Entitled 'Thai Wai', the two TVCs aim to build on Boon Rawd's heritage in the country, adding an international dimension through the presence of Miss Universe Natalie Glebova. "As a very long established Thai family brand (72 years), Boon Rawd's Singha brand has become a very well- entrenched part of Thai society," said Rati Panthawi, management partner, Ogilvy & Mather Thailand, the agency handling the account. "Natalie, meanwhile, is an ideal international icon. By bringing the two together under the theme of 'Beautiful wai, beautiful mind, beautiful Thai', we believe Boon Rawd is bringing valuable Thai heritage to the global platform." Panthawi added that while Boon Rawd's Singha Beer leads its market segment, the campaign also highlights its other products. "(Boon Rawd) is the leading premium Thai brand of quality drink products," explained Panthawi. "Certainly, when you say Singha, the first thing recalled is Singha Beer. But, as a brand, Singha is not meant to be only Singha Beer, a premium Thai beer. It also encompasses other products, such as Singha Water and Singha Soda, which are both clear number ones in each segment." The first 30-second spot, titled 'The Most Beautiful Woman', showcases Glebova promoting the emotional value of Thai wai to the public. "Wai is not only the physical act of greeting each other in Thailand, but it shows everyone's beauty from within," said Rati. The second commercial, 'Wai', which has been cut in both 60- and 30-second versions, shows wai being promoted to other people to make the world a peaceful place. "Featuring in this commercial are Natalie's parents -- we brought them to the shoot in Thailand. What we got was the very warm and natural beauty of the 'Universe' family," explained Rati. Earlier this year, Canadian beauty Glebova was crowned Miss Universe in Bangkok, with Boon Rawd executive vice-president Chutinant Bhirombhhakdi sitting as a judge. Additional reporting by Arun Sudhaman