UM Malaysia returned home from the Festival of Media Asia (FOMA) in Singapore with more than a smile this week, having clinched the Consumer Research Award for its work for Listerine, Smiling is an Act of Charity.
Its campaign for Listerine Natural Green Tea, a non-alcoholic variant, was targeted at the Milennial Malays during the month of Ramadan. It was built around a saying attributed to Prophet Muhammad, i.e. that smiling is charity.
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