Tiger rallies Malaysians to take a pause, celebrate and re-energize for an even bolder tomorrow this Chinese New Year.
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Life’s small wins are often left unacknowledged in the daily hustle of chasing after tomorrow.
This Chinese New Year (CNY), Tiger inspires fans to pause and celebrate past moments to re-energize their inner Tiger for an even bolder tomorrow with the launch of its ‘Cheers to Bold Beginnings’ CNY campaign.
To kick it up a notch amongst Malaysian fans, Tiger introduced ‘Gan Gan Chong’, which means the spirit to break through, as a blessing of boldness this CNY.
Bringing this blessing to life, Tiger partnered with three homegrown artists – Dato Maw, Han Xiiao Ai and Danny Lee – to create a CNY song and music video entitled ‘The Boldest Chase’.
The three artists were chosen to represent the brand as they embody the same courageous spirit to boldly overcome the odds on their journey, as seen in some apt references in the song lyrics.
‘The Boldest Chase’ is one of a kind that invites consumers to interact with the content and win exclusive prizes.
Viewers can unlock the rewards by tapping on the screen of mobile devices or pressing the ‘T’ key on the desktop when they spot the lucky Tiger logo.
The music video was revealed at the campaign launch event at the concourse area of Tropicana Gardens Mall.
The mall has been transformed to depict the vibrant streets of Chinatown and includes various interactive activities for consumers and shoppers to enjoy.
Guests were treated to an energetic performance by the three artists upon checking out the interactive activities such as the ‘Trail of the Tiger’, ‘Roar Challenge’, ‘Gold Bar Challenge’, ‘Gan Gan Chong’ Dance Challenge, and ‘Lou-A-Fortune’ game where they take a pause and indulge in the festive spirit.
These activities are available until 23 January at Tropicana Gardens Mall for consumers to experience and win exciting prizes.
With the energy at an all-time high, guests were ushered to Extra Super Tanker Restaurant for dinner.
There, they enjoyed an energising lion dance performance; yee sang toss to commemorate the occasion, invite abundance for the Year of the Rabbit, and stage performances, all while celebrating bold beginnings with Tiger.
Last year, we roared together and made the best out of a challenging and disruptive year! This year we encourage our fans to have the bold courage to face the challenges of 2023 with the spirit of “Gan Gan Chong”.Heineken Malaysia Managing Director Roland Bala on celebrating the joy of true togetherness to inspire a better Year of the Rabbit.
For more information on the Tiger CNY 2023 campaign, merchandise, promotions, contest and giveaways, check out Tiger’s webpage and social media pages at www.facebook.com/TigerBeerMY and www.instagram.com/tigerbeermy.
Tiger Beer and all related promotions and activities are strictly for non-Muslims aged 21 and above.
Heineken Malaysia advocates responsible consumption and urges consumers not to drink and drive.