Boh, Malaysia’s largest producer of black teas gets serious with a new music based platform. Boh Muzik was conceptualised by M&C Saatchi to propel the brand’s ready-to-drink products to a younger, more dynamic audience. Together with strategic partner Universal Music, Boh Muzik is a multi-platform campaign to introduce Boh Teh-O-Ais to a whole new demographic.

As the campaign rolls out, the public will be able to enjoy free music downloads, meet their favourite local acts in person, win great prizes and take part in fun music video parody contests. M&C Saatchi will roll out executions encompassing on-the-ground activations, digital and traditional media vehicles.

Chen Chaw Chang, Head of Marketing for Boh adds, “While the main target is youthful, music is a universal language appreciated by everyone. This is the most relevant and entertaining way we can engage and connect with a new generation of Boh tea drinkers.”

Some of the artistes featured in the Boh Muzik campaign are local favourites like Reza Salleh, Azenders, One Buck Short & Bunkface as well as the popular international acts.