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Lazada launches new brand proposition

THE STAR/ANN – Lazada Group has announced the launch of its new brand proposition, ‘Add to Cart. Add to Life’, alongside LazLive+, a curated interactive live content series that brings together recognisable, authentic and trusted experts to share fresh tips and skills with shoppers.

In a statement, the group said shoppers are no longer just buying products for functional uses and the ‘Add to Cart. Add to Life.’ proposition reflects the brand’s belief that eCommerce can add value to the lives of consumers by inspiring meaningful connections and memorable experiences with their purchases, Bernama reported.

Lazada’s latest brand campaign will run across Malaysia, Indonesia, the Philippines, Singapore, Thailand and Vietnam with a 30-second film called Out-of-Home, which is a series of key visuals, influencer engagement, and topical social media activation, and other creative executions.

Lazada Group chief marketing officer Marcus Chew said as South-east Asian consumers continue to “add to cart”, it wants to be that bridge that connects them to opportunities that add value to life.

“For us, it is not just about buying a pan; it is about owning a pan to add amazing flavours to a delicious meal for loved ones.

“Likewise, it is not just about buying a skipping rope; it is about adding fitness and health to one’s daily routine.

“Whether it is a new hobby, honing a skill, creating a more comfortable home or a new look with a style makeover, every product on Lazada has the potential to be the launchpad for enhancing abilities and value-adding to consumers’ lives,” he said.

Meanwhile, LazLive+ episodes connect shoppers with ideas and experts from all walks of life, through programmes such as cooking demonstrations, styling know-how, gaming tips and fitness motivation.