Are You Ready To Be A Calpis Superstar

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Calpis launches Instagram Reels Contest to give Malaysians a chance to unleash their creativity and acquire stardom from the comfort of their own homes



Giving Malaysians an opportunity to express their creativity, Calpis, Japan’s first cultured milk drink, will be launching a light-hearted Instagram Reels contest. What sets this digital contest apart from others is that consumers will be given a chance to be featured in the brand’s new digital video advertisement, giving Malaysians an opportunity to rise to fame right from the safety of their own homes.

With Malaysians living through challenging times, Calpis’ digital contest aims to spread positivity and engage the brand’s loyal consumers while reminding consumers to maintain good digestive health with Calpis. This makes Calpis one of the first brands in the cultured milk segment to launch an interactive digital campaign that keeps their loyal consumers motivated through tough times, to create a branded advertisement through user generated content, which is an initiative the team behind it is very excited about.

“While we are going through this unprecedented period, it is still imperative that we take good care of our health, pursue our interests, and continue to be creative even while staying at home. Through this contest, we hope that Malaysians feel refreshed and are able to unleash their creativity. Calpis has always received great support from our loyal consumers and this contest is our way of giving back and brightening their lives. Most of all, it is to reinstate the importance of keeping a good digestive health because goodness does come from within, a guidance principle Calpis has always believed in,” said Yee Pek Kuan, Vice President of Marketing at Etika Sdn. Bhd.

To be part of this contest and curate meaningful content through Instagram Reels, all Malaysians will need to feature a Calpis product of any base variant namely, Original, Mango, Strawberry or Grape, in the video. Next, they will need to create their innovative Instagram Reel using the limited-edition Calpis filters while busting their moves with the three required dance steps that shown in how-to video as a guide. Once done recording, the last step involves them posting the Instagram Reel while tagging @calpismyofficial and including #calpisdancetofame #calpismy as the hashtags. Besides being featured in Calpis’ digital video advertisement, there will be three grand prize winners who will be able to walk away with RM3,000 cash, 1 carton of Calpis 350ml as well as an exclusive feature in the next Calpis digital advertisement! Meanwhile, in total up to 14 weekly winners will be able to take home RM500 cash and 1 carton of Calpis 350ml all to themselves.



The COVID-19 pandemic has caused many Malaysians to feel a sense of heightened worry and anxiety. With everyone having to remain at home and work remotely, video call fatigue and frustration have become more prevalent among Malaysians. Seeing the need to give Malaysians something to look forward to and get their creative juices flowing amidst the new normal, Calpis’ exciting Instagram Reels contest is bound to put a smile on everyone’s face.

As a brand that stands firm on the fact that goodness comes from within, Calpis is certain that this contest will be a strong reflection of what the brand stands for – giving Malaysians a healthy digestive system leading to good health and positive minds.

“Although times may be uncertain, we know that if we stand by each other, we will only become stronger as a nation. Here at Calpis, our consumers remain our utmost priority and we will continue to put together creative campaigns and community engagements that are able to deliver goodness to all,” further added Pek Kuan.

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