Celcom Axiata Bhd today launched an anime music-based genre fantasy festival “School of Xpax (SOX) 2014 Fantasy Fest”, a platform for youths to showcase their skills and talents in cosplay, competitive gaming and anime or comic.

Chief marketing officer Zalman Aefendy Zainal Abidin said: “We hope these activities will contribute to achieving the target because the youth segment is the fastest growing and biggest porportion of customers in the market.”

He said SOX has 1.2 million subscribers currently and the company is targeting to have about two million subscribers by next year.

The unique festival is held in collaboration with various prominent partners in the industry including Comic Fiesta, Outpost Productions, Animax, Gempak Starz and Knight Connections.

Offering cash and prizes worth over RM60,000, the festival will kick off with the regional fest to be held on Oct 25-26, 2014 at Danga City Mall, Johor Baharu; Nov 1-2 at First Avenue Mall, Penang; and Nov 8-9 at Tropicana City Mall, Petaling Jaya, Selangor.

The finale will be held on Nov 22-23 at StarXpo Centre, Kenanga Wholesale City in Kuala Lumpur.

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