INTI brings on the Grinch this Christmas

A minute into INTI International University & Colleges’ (INTI) latest Christmas video, audiences are introduced to an interview session between Professor Grin Charlie; a criminal psychologist and detective, well known for his impeccable 99% crime-solvency rate, and Rudolph; an investigative journalist, keen on learning more about the mysterious tale of the one unsolved crime in Professor Charlie’s professional career.

As the story unfolds, audiences learn the tale of Professor Charlie’s one unsolved crime involving a family heirloom, the heirloom’s mysterious disappearance, and the Grinch who stole a family’s Christmas.

Timothy Johnson, Senior Vice President of Marketing, Products & Partnerships at INTI, shared that INTI’s Christmas video aims to present a unique and modern take on the Grinch who stole Christmas.

Timothy said: “The Grinch, which was first introduced by Dr Seuss in the 1950’s, is an old Christmas classic that has evolved over time through several adaptations. We first witnessed The Grinch’s appearance in Dr Seuss’s 1953 book, Scrambled Eggs Super, and then watched the character come alive again in Jim Carrey’s 2000 musical comedy film.”

“Just last year, Illumination Entertainments presented us with an animated form of the Grinch, starring Benedict Cumberbatch, and we, at INTI, thought we could keep the momentum going by presenting our own version of the Grinch. Through the collaborative efforts of our alumni, Jiven Sekar, who manages the Salad Show Productions, our Grinch was presented in a short film, given that short films are a more desirable way of consuming content today,” shared Timothy.

After 20 years of evolving technology, shifting market trends, and adapting to changing consumer behaviour, the media landscape has nearly reached saturation.

We’ve optimised to the fullest, providing advertisers with abundant choices across technology, platforms, data-driven marketing, CTV, OTT, DOOH, influencer marketing, retail, etc.

Media specialists have diversified, but with more options comes the challenge of maintaining income growth. The industry is expanding, but revenue isn’t keeping pace.

Now, we’re at a TURNING POINT: time to explore and harness new sustainable revenue streams. While GroupM forecasts a 7.8% global ad revenue growth in 2024, challenges like antitrust regulation, AI and copyright issues, and platform bans persist.  

Collaboration is key: partnerships that thrive on synergy, shared values, and aligned goals are becoming increasingly essential.

Hence, the Malaysian Media Conference, in its 20th year, has assembled the partners and players under one roof on October 25 for a day of learning, sharing, and exploring.

 

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