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KUALA LUMPUR, Jan 19, 2015:

It can be summed up as a night of a product sponsor overshadowing the actual event, in looking at the reactions coming out of the 29th Anugerah Juara Lagu (AJL 29) finale aired live over TV3 last night.

Twelve singers took to the stage to battle it out for the prestigious award in songwriting which saw a rap piece by Joe Flizzow and Sonaone receiving the top awards.

However, what also caught netizens attention, including that of several celebrities was the event’s sponsor, Vida Beauty.

With the main product from the company Pamoga Qu Puteh dominating the show, the country’s food ambassador Chef Wan expressed his disgust via his Instagram account today.

“I was trying to watch the Juara lagu last night over TV3.

“After a few minutes i just got so irritated by that Qu Puteh thing that went off in my head over and over again that suddenly become a huge turn off that I actually went off to my living room and rest and decided not to watch the show at all,” he had written this morning.

The product was reportedly mentioned over and over again throughout the course of the award show which led the celebrity chef to opine it was a hard sell.

“There is a sickness with Malaysian television station trying to hard sell a product during such a prestigious annual event that it is a complete turn off,” he noted, while claiming that this was something no other television stations around the world would do.

He then related a previous incident in which he was doing a cooking show for a food brand.

Chef Wan alleged that he had an argument with the brand’s marketing team after he was told to include the brand name in almost every sentence throughout the cooking show.

“It’s insane to mention the word so many times, as though my audience were deaf.

“The brand’s logo was already so big in the backdrop. Are the audience blind not to see that the cooking show is already sponsored by the brand?” he wrote.

Meanwhile, another local actor, Sharnaaz Ahmad also took to his Twitter account last night to lash out at the incessant mention of the Vida Beauty product.

“Letih aku dengan ku puteh. Semak!!” he said, in referring to the Qu Puteh product brand.

It was reported late last year that Vida Beauty would be the main sponsor of the event, alongside Nu Sentral as a co-sponsor.

The company’s founder Datuk Seri Dr Hasmiza Othman had earlier noted it was an honour for her company to be able to stand alongside the 12 finalists during the live show of AJL 29.

Netizens also took to sharing various memes that cropped up, along with tweets expressing their displeasure over the need to mention the product’s name over and over again.

However, Karangkraf founder Datuk Hussamuddin Yaacub via his Twitter account noted that it was in fact a successful marketing gimmick.

“Qu putih, sebuah branding story yang paling efektif sepanjang 2014. Semua branding expert harus berguru dgn makcik vida ni,” he wrote last night.

(Qu Puteh, the most effective branding story of 2014. All branding experts should learn from the founder of Vida Beauty.)

Prior to that, he also wrote asking people to stop criticising the brand, adding that they should be thankful Qu Puteh sponsored the award show, making it possible for the audience to catch it live on television.

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