Bold start to new year

(On carpet, from left) SMG senior general manager (client brand marketing) Sharon Lee, Roland, SMG chief business officer Lydia Wang, chief content officer Esther Ng and chief finance officer Sam Au with Heineken Malaysia senior management members enjoying the event at Menara Star. – Photos: AZHAR MAHFOF/The Star

COLOURFUL Chinese New Year (CNY) revelry was the exact energy needed to overcome the dull and grey morning sky over Petaling Jaya.

It was as if clouds parted and the sun decided to join in during a brewery’s festive visit to Star Media Group’s (SMG) office ahead of the coming Year of the Rabbit.

The visit by Heineken Malaysia Berhad’s management team, accompanied by six ‘lions’, two ‘tigers’ and two Gods of Prosperity, brightened up the day for SMG employees.

The Heng Kok Lion Dance Troupe put on a rousing performance while excited SMG staff whipped out their smartphones to capture the red, yellow, green and black lions alongside the blue tigers.

The lions and tigers represented the brands under Heineken Malaysia’s portfolio: Tiger, Heineken, Guinness, Anchor, Strongbow and Apple Fox.

Adding more excitement to the visit were fun games where staffers got to take home playing cards and ang pow packets as well as special edition prizes such as a rummy set and ceramic bowl set.

SMG staff receiving mandarin oranges from the God of Prosperity.

All these happened during a dance-off to The Boldest Chase, Tiger Beer’s CNY song created in collaboration with homegrown artistes, Dato Maw, Han Xiiao Ai and Danny Lee.

Management teams from both companies then came together for a lou sang (yee sang tossing) ceremony as a symbolic gesture to welcome prosperity and joy.

“We want to continue the tradition of spreading festive cheer among our friends from the media with yet another exciting campaign this year,” said Heineken Malaysia managing director Roland Bala.

“We are always racing at full speed towards a better tomorrow and sometimes, we do not stop to celebrate life’s small wins.

“That is why we want to encourage everyone to take a moment to give recognition to their achievements,” he added.

This year, Heineken Malaysia brands are hosting a series of mall concourse takeovers with interactive activities and festive promotions for fans.

Six brightly coloured lions and two tigers bringing excitement and blessings to SMG employees.

The campaign encourages fans to take a pause and celebrate past moments to re-energise their ”inner tiger” for an even bolder tomorrow.

The campaign also aims to spread the spirit to boldly break through with The Boldest Chase song and music video.

While watching the video on the campaign’s microsite tigercny2023.tigerbeer.com, Tiger Beer fans can unlock rewards by tapping on the screen on mobile devices or pressing the ‘T’ key on the desktop when they spot the lucky Tiger logo.

Viewers will be able to win exclusive prizes such as a Tiger bowl set, Drinkies vouchers or exclusive Pestle and Mortar Clothing merchandise.

Also up for grabs are thousands of ringgit worth of ang pow, gold coins and other festive give-aways.

Meanwhile, the Tiger CNY mall takeovers aim to elevate the festive spirit among shoppers. They can admire vibrant decorations depicting streets of Chinatown at the concourse areas of Tropicana Gardens Mall in the Klang Valley, Queensbay Mall in Penang and Ipoh Parade in Perak.

At the malls, fans can also participate in interactive activities to take home prizes.