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New Business: Malaysia Dairy Industries Appoints TGH Collective as its Social Media Partner for Vitagen

SINGAPORE – Malaysia Dairy Industries has awarded TGH Collective its social media business for the less sugar cultured milk drink, VITAGEN. The appointment takes effect immediately in 2020.

TGH Collective, a creative boutique agency founded by ex-JWT CCO, Tay Guan Hin, was also responsible for an earlier initiative for VITAGEN Less Sugar. The public awareness campaign encouraged Singaporeans to kick the high sugar habit with VITAGEN’s formulation of 8X less white sugar than regular cultured milk drinks.

“We want to empower people to make the right choices for healthy living,” says Thio Hui See, Head of Marketing, Malaysia Dairy Industries. “TGH Collective introduced an impactful ‘V for VITAGEN, V for Victorious Lifestyle’ campaign. Moving into the new year, we are excited to work with them to strengthen our social presence.”, says Ms. Thio Hui See, Head of Marketing, MDI.


“VITAGEN is a drink I grew up with and I’m thrilled to work on this iconic brand,” explains Tay Guan Hin, founder of TGH Collective. “The aim is to take VITAGEN to the next level through innovative and immersive social solutions.”

With data-driven marketing at its core, TGH Collective will be responsible for key aspects of VITAGEN’s social presence. This announcement follows other new business wins, such as the launch of 128 Circle, Mediacorp’s inaugural multi-lingual drama, plus other regional and local projects.

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