Television is the window of the Malay female’s heart. It’s her best friend, the mirror of her dreams. Malay females are artistic and creative and take to soft skills with ease – ‘having a bridal boutique of my own’ is a common business dream. Apart from learning from the Bridal Skills programme, consumers had the power to keep their favourite contestant in the show via SMS voting. It provided an emotional reason to strive to keep themselves in the competition and follow the lucky winner’s journey to the final.

The brand has grown in excess of 40% over the two years that the programme was rolled out. The ROI for the media investment was at over 5x with 3.5 hours customised and completely branded content on-air accompanied by thematic advertising spanning twelve weeks.