MBCS Malaysia lights up Chinese New Year with a dose of brightness and Beauty for Aiken
MBCS, part of the IPG Mediabrands network, has teamed up with Aiken brand to bring Malaysians a brighter start to the Chinese New Year (CNY) through their latest campaign, “Double the Brightness for a Brighter Year.”
This campaign introduces a comedic twist to Chinese mythology, featuring an overworked Goddess of Fortune (Choy San) who enlists the help of the newly invented Goddess of Beauty (Leng Lui San), personified by Aiken, to tackle beauty-related wishes during the hectic CNY season.
Christopher Chong, Creative Director of MBCS, shared his thoughts on the concept,”Gods hold a central place in Chinese culture, with prosperity and fortune taking centre stage during CNY. Beauty, too, is a modern form of fortune. By reimagining Choy San as a female and creating the Goddess of Beauty, we bring cultural relevance and humour to the campaign while highlighting the brightening power of Aiken’s skincare range. After all, why settle for one God when you can have two?”
The campaign stars KOLs Elaine Ying, famed for her “How to trigger” comedic series, as the charismatic Goddess of Fortune, and TikTok sensation Gigi Cheoh, who embodies the radiant Goddess of Beauty.
Saki Goh, Senior General Manager of Wipro Unza, said: “Chinese New Year is an incredibly busy time for everyone, including Choy San! MBCS has cleverly tied this cultural significance into a story that reflects how beauty is a treasure in itself. With Aiken’s brightening skincare range, we’re offering consumers an effective yet affordable way to achieve radiant skin without stretching their wallets. This CNY, we hope Malaysians shine brighter than ever with the help of the Goddess of Beauty.”
The campaign, running until mid-February, showcases the Aiken Brightening Skincare Range, including Aiken Vita-C Bright and Aiken Ceramide Bright, designed to deliver glowing, radiant skin.
To amplify the festive cheer, the campaign extends beyond the film with an engaging meet-and-greet at Mid Valley, where the Goddesses delighted fans with giveaways while visiting pharmacies. Additionally, a TikTok Livestream scheduled on January 25, 8–10 PM, brought the radiance straight to audiences at home.
