Tiger Beer says pursue your passion in new campaign

7 months ago

Tiger Beer’s new campaign advocates pursuing your passion

Would you leave your career to pursue a hidden passion? Many don’t in favour of more traditional and secure jobs.

Tiger Beer unveiled its latest campaign with NagaDDB Tribal – “Uncage: Awaken Your Courage” – which celebrates  every day people who challenge societal conventions by leaving their promising careers to pursue their dreams.

The campaign features a short video with three local entrepreneurs, Im Cheah, Jun Chan and Herukh Jethwani who went down the road less travelled.

Im Cheah, former Creative Director, left her well-established career of 15 years in the advertising industry and went on to become the founder of Bacon It.

Jun Chan, the founder of Bowls of Steel, left behind a promising engineering career and embarked on a culinary journey with ramen.

And last but not least is Herukh Jethwani, founder of Meat the Porkers, who went against cultural norms by boldly fusing traditional Indian cuisine with pork.

NagaDDB Tribal’s Creative Director, Paul Lim said “Tiger wanted a campaign that really inspired people to take that bold step. To achieve that, we looked for stories of courage from those who’ve actually walked the talk.”

The launch comprises of a film featuring the stories of these heroes, which is shared through the brand’s social media channels and campaign website of Tiger Beer.

The campaign is also further amplified via a quiz hosted on Facebook “Find Your Tiger” that allows you to find out what kind of Tiger are you. We have a surprise instore for you.

Tiger Beer Marketing Manager Pearly Lim said, “We realise that many Malaysians are not pursuing their passions for fear of judgment from their family members or friends. And it’s understandable because of the culture we were brought up in. We usually end up doing something seen as the ‘better option’.

“As a brand, we wanted to start a movement – one that challenges social norms because we believe that everyone has a tiger inside and can achieve success if they have the courage to pursue their passions.”



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