Tiger rallies Malaysians to take a pause, celebrate and re-energize for an even bolder tomorrow this Chinese New Year.
5th January 2023, KUALA LUMPUR – Life’s small wins are often left unacknowledged in the daily hustle of chasing after tomorrow. This Chinese New Year (CNY), Tiger inspires fans to take a pause and celebrate past moments to re-energize their inner Tiger for an even bolder tomorrow with the launch of its ‘Cheers to Bold Beginnings’ CNY campaign today. To kick it up a notch amongst Malaysian fans, Tiger introduced ‘Gan Gan Chong’, which means the spirit to breakthrough, as a blessing of boldness this CNY.
Bringing this blessing to life, Tiger partnered with three homegrown artists – Dato Maw, Han Xiiao Ai and Danny Lee – to create a CNY song and music video, entitled ‘The Boldest Chase’. The three artists were chosen to represent the brand as they embody the same courageous spirit to boldly overcome the odds on their journey, as seen in some apt references in the song lyrics. The song is available on the campaign’s microsite, YouTube and Spotify.