Safi and Mediabrands Content Studio (MBCS), respectively the leading Halal personal care brand that helps women embrace their beauty with confidence and the media-fuelled creative content practice within the IPG Mediabrands network, are challenging stereotypes and championing female empowerment in its latest campaign.

The ‘Sembur (spray), Play, Slay!’ campaign, anchored around the release of the Safi Shayla Parfum Mist Rambut (perfumed hair mist), launched with a celebration of hijabi gamers through TV Commercial, in-store Point of Sales Material and social media postings – with a message to amplify empowerment, inclusivity, and superior product demonstration.

The next phase represented a call-to-arms, inviting hijabi gamers to the first ever hijabi-only PUBG Mobile championship tournament in Malaysia. This on-ground activation provided a stage for them to rise up and showcase their potential in the esports community.

Lyndy Tan, Associate Creative Director of MBCS said, “The world of esports has always been dominated by males, while female gamers were regarded as casual gamers. Yet, over the last few years with the increase of professional female gamers, we’ve observed a rising number of hijabi gamers challenging their male counterparts in fast-paced and intense esport titles.

“Safi Shayla, the hijab haircare expert has always been seen as a game-changer. A trailblazing beauty brand that believes in empowering hijabis from active sports to esports. We saw this as an opportunity to make some noise and break down the barriers to show hijabi gamers who want to run the esports world with passion, confidence and style.”

The all-female ‘SAFI x PUBG Mobile Kejuaraan Wanita’ was held on 6 and 7 January 2024, with 5 hijabi teams battling out for a grand prize of RM10,000 and an opportunity to be Safi Shayla’s Ambassadors in future campaigns.

While hijabi gamers honed their skills for hours, the Safi Shayla Parfum Mist Rambut kept their hair fresh with 72 hours long lasting fragrance and Pro Vitamin B5 Vitamin Essence for hair nourishment, designed to keep sweaty scalps free from ‘bau kepam’ (musty smells).

Kazlina Mohd Kassim, SAFI Brand & Insights Specialist of Wipro Unza said, “Safi Shayla has always been committed to empowering women at every stage of their life, and this campaign marks a significant stride in our journey to promote inclusivity and representation in the beauty and esports realm.

“Training to play competitively requires discipline and long hours, and culturally, women are sometimes dissuaded from foraying into more ‘male dominated’ sports or activities. At Safi, we believe that women should be empowered to reach for their dreams, and we’re here to help women feel confident and comfortable in all their endeavours.

Future plans are in place to encourage more hijabi gamers to play competitively, including training workshops with professional gamers, and plans to support -hijabi gamer teams to compete on global stages.

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The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

This is the only event where Live Presentations meets Live Judging.

Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.

This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!

Campaign entries must have run between June 2023 to May 2024

Submissions Deadline
30th June 2024

APPIES Festival – Judging & Presentations
11th – 12th July 2024 (Malaysia)


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