Despite pioneering chlorine-free diapers, Applecrumby needed a platform to enter the mass-Malay segment with its mass-premium range, PureBasic. With 2.5 million viewers, Anugerah Juara Lagu (AJL) was the ideal stage for instant recognition. PureBasic, embodying the hopes of every family, mirrored AJL’s representation of Malaysia’s brightest stars. Partnering with TV3-Omnia, we seamlessly integrated Applecrumby into the event, revitalizing AJL.
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