Ogilvy's own associate creative director, biker and artist Ganesh Shinde who created the font also features in the film.
CMO Chris Tung hopes official 'Alibaba Sans' typeface can unite the brand with partners and customers worldwide.
In the rush for generational appeal, brands shouldn't give up their unique identities.
New research from Octagon suggests that Asian sports fans are more accepting of the role of sponsors in their sport than European fans, signalling great opportunities for marketers.
ASIA-PACIFIC - Dissatisfaction with pay and benefits, lack of professional development and long working hours, in that order, are prompting 42 per cent of marketers in the region to look for new jobs next year, according to recruitment company Font.
SINGAPORE - Singapore's latest employment measure promises to aggravate the already-intense talent war in the industry.
Top news, insights and analysis every weekday
Sign up for Campaign Bulletins