As in most markets, the Malaysian media scene is becoming increasingly fragmented and combined with the presence of a multiracial society, it is very difficult to effectively reach consumers. Differing levels of communication are subsequently required to make an impact and to cut through the clutter of the television environment.

The UM media team thus embarked on creating an innovative idea which would simultaneously enhance the core message of Strepsils throat lozenges and increase the profile of the product.This unique idea sprung from a brainstorm between the local TV station and UM, subsequently creating a very powerful dimension to the Strepsils campaign.