05/03/2025

LYFE WEDNESDAY | MAR 5, 2025

25

Yamal represents Oppo’s vision of living in the present and chasing dreams.

Alif (right) highlights the importance of takaful knowledge in building a secure future.

Aedy embodies Warrior’s youthful and expressive spirit.

Brand diplomacy

Ű BY YASMIN ZULRAEZ

in building sustainable success mirrors Sun Life’s commitment to empowering Malaysians with knowledge and tools to protect their legacies. Together, they are set to inspire a future where financial responsibility becomes second nature. Warrior Carbonated Plus brings fresh energy with Aedy Ashraf as its new brand ambassador. Known for his charismatic presence and authentic style, Aedy reflects Warrior’s youthful and vibrant spirit. Raya is all about connection and Aedy believes in celebrating these moments fully. Warrior’s refreshing flavours like Swush Strawberry and Go Go Grape are designed to enhance these gatherings, from sahur to open houses. Aedy’s partnership brings the brand closer to Malaysians, making Warrior the companion for every celebration. The Beraya bersama Warrior & Aedy Ashraf contest takes this collaboration further, giving fans the chance to meet Aedy during an exclusive Raya experience. His approach to life, expressing individuality and celebrating togetherness, aligns with Warrior’s mission to energise every occasion. Bringing it all together What ties Yamal, Lee, Cavill, Alif and Aedy together is not just their fame. It is their authenticity, passion and desire to make a positive impact. Each partnership reflects deeper values, whether it is Oppo’s celebration of youth and ambition, LG’s dedication to innovation, Longines’s Aedy Ashraf and Warrior This Raya season,

B RAND ambassadors play a role in connecting brands with audiences by embodying values that resonate deeply with consumers. From sports icons and celebrated actors to influential public figures, these partnerships go beyond endorsements – they tell stories of passion, purpose and authenticity. Here is a look at how they are making an impact through meaningful collaborations that inspire, empower and celebrate individuality. Lamine Yamal and Oppo At just 17 years old, Spanish football sensation Lamine Yamal is already redefining what it means to live in the moment. As Oppo’s newly appointed global brand ambassador, Yamal is leading the charge for the brand’s “Make Your Moment” campaign. His journey resonates deeply with young people worldwide: focused, passionate and driven by the here and now. Since bursting onto the international football scene in 2023, Yamal has wowed fans with his performances, especially with his star turn at the Euros 2024. His commitment to his studies and grounded outlook amid rising fame stand out. Yamal’s iconic “304” hand gesture after scoring pays homage to his Rocafonda roots, proving he has not forgotten where he came from. This partnership with Oppo goes beyond endorsements. It is about community and growth. Yamal will spearhead football-related community initiatives, supporting grassroots football and inspiring young talents to dream big. With Oppo’s AI Studio platform allowing fans to “become Yamal’s teammate”, this collaboration fuses technology, sport and youthful ambition. Lee Zii Jia and LG Malaysia Malaysian badminton star Lee Zii Jia continues to soar, both on and off the court. After clinching a bronze medal at the Paris Olympics, Lee has renewed his partnership with LG Electronics Malaysia. This collaboration, which began in 2022, is a celebration of shared values: excellence, precision and continuous improvement. For Lee, badminton is a lifelong pursuit of mastery. His explosive playing style and strategic prowess have earned him titles, including the 2019 SEA Games gold and the 2021 All England Open crown.

o Celeb partnerships that highlight passion, purpose, authenticity

Lee and LG Malaysia hope to inspire Malaysians to embrace smarter, tech-savvy living.

Beyond acting, Cavill’s passions for aviation, equestrianism and gaming reflect a multifaceted personality. His production company Promethean Productions underscores storytelling that matters. Cavill’s role as Longines’s Ambassador of Elegance is more than just a title. With plans to visit Longines’s historic headquarters in Switzerland, he is set to deepen his connection with the craftsmanship and heritage that define the brand. This collaboration celebrates a timeless sophistication that resonates in today’s fast-paced world. Alif Satar and Sun Life Malaysia Alif Satar, a familiar face in Malaysian entertainment, is making waves as Sun Life Malaysia’s brand ambassador for 2025. This partnership aims to elevate financial literacy, especially in areas such as legacy planning and family financial stability. Alif’s journey as a father and entrepreneur aligns with Sun Life’s InsureLit campaign, which has already impacted thousands. He will take an active role in initiatives such as the Takaful 101 digital content series, guiding

Malaysians in understanding how to secure their financial futures. For Alif, financial literacy is about well being. His belief

Lee’s philosophy of refining his craft mirrors LG’s smart life solutions, innovations designed to integrate technology into daily life. The renewed partnership will see Lee engaging in consumer activities, showcasing how LG’s AI-powered innovations elevate everyday experiences. Together, LG and Lee are set to inspire Malaysians to embrace smarter, more connected living, proof that excellence, when paired with the right technology, creates something truly extraordinary. Henry Cavill and Longines Henry Cavill’s partnership with Longines brings a touch of Hollywood refinement to the Swiss watchmaker’s rich legacy. Longines has always believed elegance is an attitude and Cavill embodies this ethos. Known for his versatility, whether as Superman, a secret agent or his upcoming role in a Voltron adaptation, his authentic personal values match Cavill’s professional achievements. For Cavill, elegance is not about ostentation. It is quiet confidence, evident in every detail and every action, values that align with Longines’s philosophy.

timeless elegance, Sun Life Malaysia’s push for financial empowerment or Warrior’s celebration of connection and energy.

Collaborations such as these show how brands and ambassadors can inspire action, spark conversations and create meaningful moments. Together, they remind us success is about lifting others up, building legacies and embracing every opportunity to shine. Cavill represents

Longines’s philosophy of understated refinement.