Winning TAR UMT students with their prizes after the ceremony.
Final-year advertising students from Tunku Abdul Rahman University of Management & Technology (TAR UMT), Kuala Lumpur, took on a challenge to craft an original jingle for Remdii, a skincare brand.
Outstanding compositions were celebrated at the Excellence in Jingle Creativity Awards ceremony in the presence of industry leaders, faculty members and students.
“Artificial Intelligence can generate sounds but it takes human intuition, cultural understanding, and emotions to craft a jingle that truly connects with people,” said programme leader Cindy Poh Huay Yuet, the lecturer in charge of the project.
“This project is special because it gives students an opportunity to experience the real-world process of advertising.
“From conceptualising a melody to understanding how music can influence brand identity, they learnt first-hand how a simple tune could become a company’s most powerful asset.”
Jingles are a crucial yet often overlooked part of brand marketing, she said, adding that music has the power to reinforce brand recall and emotional connection.
For TAR UMT students, this was more than just a classroom project – it was an opportunity to work on a real advertising brief with an actual client.
Students crafted unique jingles that reflected the brand’s core values, balancing creativity with strategic messaging.
The competition saw an impressive display of talent, with the winners recognised for their ability to blend brand messaging with music effectively.
First-prize winner Lee Sinn Yee, who won RM1,000, said creating the jingle was both exciting and challenging.
“I wanted to craft something memorable and engaging, something that would stick in people’s minds just like the famous jingles we hear every day.
“It’s surreal to think that this could be used in a real marketing campaign,” said Lee.
Second-prize winner Liew Hui Yin, who won RM500, said, “This project taught me how music can emotionally connect a brand with its consumers.
“It’s more than just sound – it’s about storytelling and making people feel something.
“I’m grateful for the hands-on learning opportunity.”
Speaking at the awards ceremony, Leow Min Min of Remdii said the company was impressed by the creativity and professionalism displayed by these students.
“The jingles weren’t just catchy; they reflected the students’ creativity and innovation.
“This experience has shown us the power of young creative minds and reinforced the importance of industry-academia partnerships,” said Leow.
