Partnerships with the pop stars and cut-through social campaigns have helped the mobile phone operator rise up the charts of Thais' favourite brands to hand out with the big internationals in the top 10.
Thai consumers are savvy to trends, but they may still have a soft spot for Japanese brands.
THAILAND – After defining a unique brand persona among Thai telecom companies nearly a decade ago, AIS abandoned the style of advertising that it helped popularise. On the back of its strength as a network, it continued to succeed through product-based advertising. Now the brand is going back to where it started.
To counteract a stuffy image and market its 3G service to teenagers, Thailand telco AIS gave young fans a chance to interact with teen heartthrob James Jirayu.
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