In a country that loves its international brands, it can be easy to ignore the local businesses in our community. Yet we cannot deny that Singapore without them would not be the home we know it to be.
This National Day, StarHub shines the spotlight on the people who over the years, have defined the Singapore brand with their quirks, and built it with sheer hard work.
It is giving 12 local businesses the opportunity to advertise on its television network for free.
These businesses include the popular Selera Rasa Nasi Lemak stall at Adam Road Food Centre, and progressive fashion boutique, Depression. StarHub will not only give them TV commercial airtime, but also help them create their own commercials.
“Local businesses are a big part of our uniquely Singaporean culture. Whether it’s the fishmongers in the wet markets, or the hipster café where you had your first date; each of them have shaped our communities and memories in distinct and profound ways”, says Jeannie Ong, Chief Marketing Officer of StarHub.
She adds, “This is a unique opportunity not just for these businesses, but also for StarHub. We too are a Singapore brand, and are very proud to be so. We have been looking for a chance to not just celebrate local brands, but just as importantly, to actually help their business. And when better than on National Day?”
The commercials will air from the 2nd to 31st of August, when all of StarHub’s channels will be free-to-view. They will be produced by partner advertising agency, DDB Singapore, in collaboration with local production house, Freeflow Productions.
“ Since we have decided to do this, we are going to do it to the best of our capabilities. We promise: no less than what we would expect for our own brand commercials”, says Oliver Chong, StarHub’s Assistant Vice President of Brand and Marketing Communications.
This is supported by Rowena Bhagchandani, Managing Director at DDB Singapore. She fully expects her team to rise to the occasion, and is confident they will do justice to “the unsung heroes of our economy”.
“I’ve told my team that this is their National Duty. Payback time”, says Bhagchandani.