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Image on Social Media Reveals Drastic Transformation of Phou Kong Khao Forest Area

Before and After of the Phou Kong Khao conservation forest area. (Photo: Thongkhoon Sayalath)

In a Facebook post originally shared by Thongkhoon Sayalath, an image depicts a stark comparison of the Phou Kong Khao conservation forest area, in Vientiane Province before 2020 and after 2024, revealing the near-total obliteration of what was once a natural haven. Now, only a handful of withered trees remain.

ESG Achievement Awards 2023/2024 is Open for Application, Celebrating Innovative Sustainable Practices and Responsible Risk Management


HONG KONG SAR – Media OutReach Newswire – 24 April 2024 – The Institute of ESG & Benchmark (IESGB) proudly announces the fourth edition of the ESG Achievement Awards 2023/2024. The awards, returning for its fourth year, continues to honour innovative initiatives that empower businesses and communities to flourish through creativity, conscious enterprise, and commitment to environmental, social, and governance (ESG) principles. The Early Bird application period is open until 24 May 2024 and all nominations are open until 24 June 2024.

This year’s awards, announced under the theme, “Driving Positive Change: Innovations in Sustainable Practices and Responsible Risk Management”, highlights the growing focus of today’s business leaders on assessing the diverse impact of various issues on financial performance, corporate reputation, risk exposure, and business value. In the dynamic business landscape of Hong Kong, leaders are recognising that sustainability encompasses a broad range of concerns, from human rights to climate-related issues. This recognition has spurred constant drives towards talent development and the implementation of artificial intelligence (AI). According to IESGB, organisations embracing environmental and social risks with innovative thinking, curiosity, strategic insight, and valuing diverse stakeholders’ perspectives, are best prepared to face the challenges posed by ESG development.

“We understand the fundamental role of sustainable practices and responsible risk management in shaping Hong Kong and the Greater Bay Area’s future. The government’s growing emphasis on environmental, social, and governance (ESG) considerations is not only commendable but also essential,” said Mr Paul Pong, Co-Founder of IESGB. “The challenges we face, from climate change to social inequalities, are significant, but they present opportunities for innovation and transformation. Through the awards, we strive to provide a platform where organisations can work towards positive change and pave the way for a more sustainable Hong Kong and Greater Bay Area.”

The award categories underscore a company’s leadership in ESG, demonstrated through their comprehensive reporting, efficient operations, and creative strategies for sustainable development. A panel of highly respected jurors will select the winners for recognition at the Awards Ceremony Luncheon, tentatively scheduled for September 2024.

“This year’s awards theme speaks profoundly to the critical juncture we find ourselves in, celebrating the resilience, innovation, and commitment of our industry leaders even amidst constant challenges. said Mr Vincent Pang, Chairman of the awards’ jury panel. “Each application we receive is a testament to the incredible efforts being put forth by organisations to shape a more sustainable Hong Kong and Greater Bay Area. I look forward to witnessing the transformative ideas and groundbreaking initiatives that will undoubtedly be submitted for this year’s awards.”

IESGB is a non-profit organisation founded in 2020 with a mission to promote ESG practices in Hong Kong and beyond, facilitate ESG education, incubate Certified ESG Professionals (CESGP®), and encourage a balance between commercial and non-commercial organizations. Ultimately, IESGB hopes to co-create a better ESG ecosystem in Hong Kong

Award Categories

Category Sub-Categories
ESG Benchmark Awards 1.1) The ESG Leader
1.2) Outstanding Performance in Environmental Responsibility
1.3) Outstanding Performance in Social Responsibility
1.4) Outstanding Performance in Corporate
Outstanding ESG Awards 2.1) Listed Company
2.2) Non-Listed Company
2.3) NGO /NPO
Outstanding ESG Product and Service Awards 3.1) Outstanding ESG Fund
3.2) Outstanding ESG ETF
3.3) Outstanding ESG MPF
3.4) Outstanding ESG Service Provider
Criteria set by Fund Managers – Distinguished ESG Company 4.1) Listed Company
Best Sustainable Vision Awards 5.1) Listed Company
5.2) Non-Listed Company
5.3) NGO /NPO
ESG Learning & Development Awards 6.1) Company /Organisation
ESG Innovative Project Awards 7.1) Listed Company
7.2) Non-Listed Company
7.3) NGO /NPO
ESG Elite Awards 8.1) Individual
Honorary Awards (By invitation only) 9.1) Company /Organisation
9.2) Individual
9.3) Outstanding Sustainability Dividend Awards


Jury Panel

Full Name Post
Chairman of Jury Panel
Mr Vincent Pang Managing Partner, AVISTA Group
Vice Chairman of Jury Panel
Ms Ashley Khoo Past President, CFA Society Hong Kong
Jury Panel Members
Ms Fanny Chan Chief Administrative Officer, Head of Human Resources, Managing Director
China Everbright Bank Hong Kong Branch
Ms Mabel Chan Veteran of mutual fund industry
Co-host of Metro Finance Radio HK
Ms Charmaine W.H. Cheng Deputy General Manager / Named Company Secretary
Fountain Set (Holdings) Limited
Ms Lovinia Chiu Chairman, Executive Director and CEO
Medialink Group Limited (2230.HK)
Ir Edward Chow Deputy Head, Carbon and ESG Solutions
Green Living and Innovation Division
Hong Kong Productivity Council
Mrs Rebcca Choy Yung Founder & Chair
Golden Age Foundation
Ms Pamela Chung Managing Director, Head of IPO & Share Registry
Vistra卓佳
Mr Roy Fan Head of Sustainability, Climate Change and ESG Services
SWCS Corporate Services Group (Hong Kong) Limited
Mr Robert LEE Legislative Council Member
Functional Constituency – Financial Services
Ms Nana Li Head of Sustainability & Stewardship, Asia-Pacific
Impax Asset Management
Prof Charles W W Ng Vice-President
Hong Kong University of Science and Technology (Guangzhou)
Dr Kenny Tang Chairman
The Hong Kong Institute of Financial Analysts and Professional Commentators
Mr Mike Wong Chief Executive Officer
The Chamber of Hong Kong Listed Companies
Ms Jessie Yu Chief Executive
Hong Kong Single Parents Association

For more information about the ESG Achievement Awards 2023/2024, please visit www.iesgbawards.org

Hashtag: #IESGB

The issuer is solely responsible for the content of this announcement.

IESGB

Institute of ESG & Benchmark (IESGB) is a non-profit organisation. Its endeavors are to elevate stakeholders’ awareness and knowledge towards Environmental, Social and Governance (ESG) in all industry sectors. By organising Environment, Social and Governance relevant training, events and providing Certified ESG courses, IESGB hopes to lead and strengthen the ESG standards and development across Hong Kong.

GE Jun, Chairman and CEO of TOJOY, Delivers an Inspiring Speech: “Leaping Ahead Again”


SHENZHEN, CHINA – Media OutReach Newswire – 24 April 2024 – On April 19th, Ge Jun, CEO of TOJOY Smart Enterprise Services, delivered a powerful annual speech in Shenzhen, emphasizing the critical theme of “Leap Ahead Again” for Chinese entrepreneurs, and their second-generation enterprise successors. A former Global Vice President of Intel, Apple and NVIDIA, Ge Jun’s inspiring speech was attended by a multitude of both domestic and foreign entrepreneurs, industry experts, senior executives, policy makers, and industry media representatives.

GE Jun, Chairman and CEO of TOJOY, Delivers an Inspiring Speech:

Ge Jun shared his early career experiences in Shenzhen, which laid the foundation for his success in serving international technology giants. He played a leading role in setting up Intel’s China subsidiary and R&D center in Shenzhen and Apple’s innovation center. After joining TOJOY in 2019, Ge Jun promoted and led the establishment of the TOJOY’s Smart Enterprise Services headquarters in Shenzhen.

Ge Jun stressed the importance of “leap ahead again” in the face of the new era, as China enters the first year of implementing its “new quality productive forces era.” With the release of Chinese central government’s “31 Opinions on Promoting The Development Of The Private Economy,” the private economy has been established as the key driving force for China’s modernization and high-quality development.

Ge Jun believes that private enterprises are ushering in a bright future, driven by going global, innovation, and intergenerational inheritance. He advocates for enterprises to “leap into the new world global stage” by adopting both long-term and localized strategies, and to reduce obstacles for small and medium-sized enterprises both local and those going abroad to utilize platform services.

Ge Jun is optimistic about Chinese companies’ potential in emerging markets, with rich opportunities for “going abroad” and “bringing in.” He highlights the urgency and importance of successful intergenerational succession.

The recent Hurun Wealth 2023 Report published by the Hurun Institute reveals in just the next decade, 21 trillion yuan in wealth will be passed to the next generation. Further ahead, in the coming 20 to 30 years, 49 trillion to 84 trillion yuan in wealth will be transferred to the generation thereafter. This highlights the urgency of intergenerational successor entrepreneurs to re-energize and re-focus their plans.

Ge Jun calls on private enterprises to release their internal power, build “new private enterprises” with evolved innovative DNA, and to remain focused on their core business areas. He believes innovation is key to improving productivity and competitiveness, and the future development direction of industry enterprises should be to remain focused on high-end technologies, intelligent solutions, and green development.

Overall, Ge Jun’s speech emphasized the importance of innovation, adaptation, and entrepreneurship in the development of private enterprises, encouraging entrepreneurs to leap forward and fully embrace the new era.

Ge Jun now dedicates his time to driving the growth of TOJOY Smart Enterprise Services, a cutting-edge platform that empowers businesses to share and match resources and scale rapidly across local, regional, and global markets. The innovative platform uses big-data technology to match the demands of industry business users and entrepreneurs, connecting selected growth enterprises with innovative entrepreneurial resources.

The annual speech event in Shenzhen was a huge success, with over 1,000 attendees and hundreds of thousands of enterprises viewing online in real-time. The event showcased rich content and business examples, highlighting the platform’s capability to support promising enterprises both locally in China and globally. This inaugural event marked the beginning of an annual program that will continue to bring together entrepreneurs, industry leaders and innovators.

Hashtag: #TOJOY

The issuer is solely responsible for the content of this announcement.

Celebrating the Grand Launch of Cafe Bonita

Savouring the authentic taste of Spain.Sipping a cup of selective gourmet coffee/organic fine tea


HONG KONG SAR – Media OutReach Newswire – 24 April 2024 – Cafe Bonita, the nutritious diet inspired restaurant, is set to launch on the third floor of Madera Residences on 29 April 2024. Drawing inspiration from the Spanish design elements of Hotel Madera Hong Kong and blending with Mediterranean dietary model, Cafe Bonita offers guests a comfort yet stylish ambience to savour an array of nutritious delicacies, gourmet coffee and organic fine tea in the hustle and bustle of the city.

Cafe Bonita a-la-carte session

Embracing the concept of Mediterranean diet and creating a Spanish dining ambience

Advocates nutritious diet by incorporating the well-known Mediterranean dietary model, the head chef of Cafe Bonita cherry picks high quality ingredients from local market daily, creating a series of vibrant delicacies by fresh seafood, vegetables, and olives, paired with olive oil or home-made dressing. Cafe Bonita serves three meal periods including semi-buffet breakfast, lunch, and a-la-carte session. A two-course set lunch will be served during lunch session, offering guests a starter of the day, your choice of main course, and coffee or tea as a complement. Rotating on a weekly basis, the main course offers four options at your choice including a daily limited signature dish “Paella“, a vivid salad bowl with abundant vegetables and home-made dressings (with optional smoked salmon or garlic shrimp), a premium pasta or risotto, and a quality meat dish. The set lunch is available from 12:00pm to 2:30pm daily and starting from HK$88.

For those who love food sharing, you can pick a few plates from the a-la-carte menu, creating a lively dining ambience in a Spanish way. Kicking off the feast by an authentic Spanish delicacy “Deep-fried frog legs“, originated from the western Spain, followed by a sharing portion Paella together with a seafood-based pasta or risotto, and complement by a few traditional Spanish desserts such as “Churros“, “Leche Frita” (Spanish deep-fried milk custard), and “Torrijas” (Spanish cinnamon toast) to fill-up your sweet tooth.

Worldwide selection of gourmet coffee and organic tea

On beverages, Cafe Bonita offers a wide selection of specialty coffees brewed by various beans, regularly sourced around the world. A high-altitude single-origin (SOE) specialty coffee bean originated from Menglian County, Pu’er City, Yunnan Province is our first introduction. Only topping up of HK$8 of your coffee selection, you can indulge yourself a boast of rich flavour with nutty and dark chocolate note from the Yunnan blend. Hand-drip coffee is also available in Cafe Bonita with two options, the Brazilian Yellow Bourbon coffee beans in nutty flavors and the Colombian Caturra coffee beans in fruity notes, priced at HK$68 per serving. For tea lovers, Cafe Bonita provides organic loose leaves tea, including “Organic Eaglewood tea”, “Organic Jade Sword (green tea)”, and “Pine smoked Souchong black tea”, offering you a leisurely enjoyable afternoon in a comfort ambience.

Cafe Bonita opens daily from 7:30am to 6:00pm with meal session below:

Breakfast: 7:30am-10:30am

A-la-carte: 10:30am-6:00pm

Lunch: 12:00pm-2:30pm

For enquiries, please contact us by phone at +852 2121 9867 or via WhatsApp at +852 5722 2847 or email to cafebonita@maderagroup.com.

*For members only. Member registration is completely free of charge on the spot.

#Subject to 10% service charge.

For more high-resolution images, please download from the link: https://bit.ly/cb_grand-opening

Cafe Bonita

Address: 3/F, Madera Residences, 19 Cheong Lok Street, Jordan, Kowloon, Hong Kong

Tel: +852 2121 9867

WhatsApp:+852 5722 2847

Email: cafebonita@maderagroup.com

Website: maderagroup.com/hotel_madera

Facebook/ Instagram:@maderawellness
Hashtag: #MaderaHotelManagement #CafeBonita

The issuer is solely responsible for the content of this announcement.

About Madera Hotel Management Limited

Madera Hotel Management Limited, a member of the Hip Shing Hong (Holdings) Company Limited, operates hotels, serviced residences, restaurants, and yoga studio across Hong Kong and Kowloon. The group is committed to serving guests wholeheartedly with attentive service and unique staying experience.

Both award-winning hotels, Hotel Madera Hong Kong and Hotel Madera Hollywood, are well recognized and highly rated by travellers over the years, and notably honoured with the “Travellers’ Choice” by TripAdvisor, as well as other accolades from online travel platforms. The serviced apartment Madera Residences has been honoured with the “Serviced Apartment Award” from REA GROUP for several years.

As part of the commitment to environmental sustainability, Madera Hotel Management Limited adheres to several green initiatives including plastic reduction, waste reduction, and energy conservation. With continuous effort, Madera Hotel Management Limited has been honoured with the Hong Kong Green Awards by Green Council for continuous achievements (5 years or more) and other awards from green organizations.

About Hip Shing Hong (Holdings) Company Limited

Our vision is creating human wellness and fulfilling dreams for society which we believe is the true meaning of business existence. We are committed to going beyond the basics to grow together.

Since 1948, Hip Shing Hong has deep roots in the city. Today, as one of Hong Kong’s reputable private real estate developers, Hip Shing Hong will continue to deliver sustainable, inclusive, and vibrant dreams.

Growing Together, Hip Shing Hong!

For more information, please visit

Octa crypto snapshot: investors behavior predictions after Bitcoin halving


KUALA LUMPUR, MALAYSIA – Media OutReach Newswire – 24 April 2024 – On the night of 20 April, the Bitcoin network experienced its fourth halving. Having broad general economic implications, this process is important for the entire cryptocurrency world and not solely for Bitcoin holders.

Octa

The 2024 Bitcoin halving, which crypto investors have been expecting for four years, has been finalised. The reward per block has been reduced from 6.25 BTC to 3.125 BTC. The next cut will occur in 2028, with the reward reduced to 1.5625 BTC. The ultimate 64th halving will occur around the year 2140, which will mean that all 21 million coins have been mined, and the issuance of new Bitcoins will cease. Once this happens, the miners will have to find other ways to make money in the crypto world.

Halving effect on the Bitcoin price

At the time of writing, the Bitcoin exchange rate is around $65,000. Many analysts expect the halving to catalyse further BTC price growth in the long term.

Historically, with each new cycle following a halving event, the price of Bitcoin reached a new high. For example, in late 2013, about a year after the first halving, Bitcoin reached the $1,200 mark. The next market cycle peaked at $20k per Bitcoin in late 2017 and went up to $69k in late 2021 before collapsing again. However, in the last six months, the value of BTC has already risen by about 140%. In comparison, over the same period, the price of Ethereum, the second most crucial cryptocurrency, has only increased by 85%.

‘The current situation is unique: Bitcoin, for the first time, exceeded the previous high before halving, reaching $73,000 in March 2024’, said Kar Yong Ang, Octa Broker financial analyst. He added that demand from the U.S. bitcoin ETFs launched in January was a vital factor in that price rise.

At the same time, miners’ revenues will drop by exactly half. As a result, they will have to spend twice as much time and twice as much electricity to get the usual amount of cryptocurrency. And since energy is not cheap, the weakest players are expected to leave the market. In other words, we expect a supply shortage against the backdrop of increasing demand.

The halving of Bitcoin is a milestone in the history of the major cryptocurrency, which shows its limited issuance and inherent mechanisms to protect against inflation. Many believe that Bitcoin, with its deflationary model, is well positioned to become a reliable store of value in an unstable global economy, much like traditional gold—but only digitally.

If we draw historical parallels, Bitcoin should enter an intense growth phase around the end of 2024, after which it should exceed $200,000. The current conditions are very different from those observed in 2020 because the demand for cryptocurrency is extremely high due to ETFs, and its deficit is already felt today.
Hashtag: #Octa

The issuer is solely responsible for the content of this announcement.

Octa

is an international broker that has been providing online trading services worldwide since 2011. It offers commission-free access to financial markets and various services already utilised by clients from 180 countries with more than 42 million trading accounts. Free educational webinars, articles, and analytical tools they provide help clients reach their investment goals.

The company is involved in a comprehensive network of charitable and humanitarian initiatives, including the improvement of educational infrastructure and short-notice relief projects supporting local communities.

Octa has also won more than 70 awards since its foundation, including the ‘Best Educational Broker 2023’ award from Global Forex Awards and the ‘Best Global Broker Asia 2022’ award from International Business Magazine.

Joint Effort between Laos, China Results in Major Bust of Telecommunication Fraud Rings

Joint Effort between Laos, China Results in Major Bust of Telecommunication Fraud Rings
FILE: this image is used only for representational purpose (photo: CPPR)

Laos has handed over 250 Chinese suspects of cross-border telecommunication scams to China in a joint operation between the two countries’ enforcement agencies, China’s Ministry of Public Security (MPS) announced on 23 April.

Embracing Innovation, Thrive Together: UST Unveils Next-Gen Solutions at ADIE 2024


SINGAPORE – Media OutReach Newswire – 24 April 2024 – The Asia-Pacific Digital Innovation Expo (ADIE), a premier gathering of industry leaders, innovators, and visionaries, commenced with great fanfare on March 14, 2024, at the Pan Pacific in Singapore. This esteemed event is dedicated to exploring and propelling innovation and sustainable growth for businesses across the Asia-Pacific, unveiling the boundless potential of emerging technologies for commercial application.

Among the esteemed participants was UST, an organization known for its contributions to digital advancements. During the pivotal discussions on facilitating comprehensive digital transformation for enterprises and building agility and resilience, UST highlighted the significance of cutting-edge technologies such as artificial intelligence, edge-cloud collaboration, and digital twins.

The practical application of these advanced technologies is poised to markedly enhance operational efficiency within enterprises. Furthermore, they provide decision-makers with valuable, data-driven insights drawn from real-world scenarios. This illuminates the path for businesses navigating the complex landscape of digital transformation, ensuring that decision-making is grounded in scientific rigor and forward-thinking strategies.

The Expo served as a platform for showcasing how these technologies can be leveraged to not only optimize business processes but also to foster an environment that is adaptable and robust in the face of evolving market demands. The insights gained from this event are expected to catalyze a new wave of innovation, positioning businesses at the forefront of the digital revolution and contributing to the economic vibrancy of the Asia-Pacific region.

Empowering Businesses for Global Expansion

At ADIE, the central theme revolved around “Building Enterprise Resilience and Adaptability, Driving Innovation, and Achieving Comprehensive Digital Transformation.” As a pioneer in digital transformation, UST played a significant role in the roundtable discussions, with its Senior Director, Gordon, joining industry leaders from Kenaga Group, NUS, Johnson & Johnson, and Alibaba Cloud.

Gordon underscored the critical importance of “digital transformation” and a “global perspective” for the long-term growth of businesses in the Asia-Pacific region. He also highlighted the notable rise in demand for generative AI and large-scale model technologies, as well as the strong aspirations of enterprises to expand into overseas markets.

Gordon shared successful case studies of UST’s efforts in bridging the digital divide for businesses in the Asia-Pacific. He delved into the challenges faced during implementation and proposed effective strategies to tackle them. His practical wisdom and strategic guidance aim to assist businesses in navigating the competitive digital economy, ensuring steady progress towards global expansion and sustainable growth.

Committed to accelerating the digital transformation journey of Asia-Pacific businesses through global resource integration and complementary strengths, this initiative promises to stimulate regional economic development and deepen the integration of the digital economy across the Asia-Pacific, ushering in a future of shared prosperity and mutual success.

Driving Global Business Innovation through Advanced Technology Integration

At ADIE, UST engaged in profound discussions with attendees on leveraging cutting-edge technological tools such as artificial intelligence, big data analytics, and cloud computing to empower businesses in the Asia-Pacific region to break free from traditional business models. This strategic approach aims to accelerate digital transformation, significantly enhance operational efficiency, and enable agility in addressing the new opportunities and challenges that arise in the global digital economy era.

UST seized the opportunity of this prestigious event to vividly demonstrate its expertise and extensive practical achievements in the field of digital transformation. Through a series of interactive displays and visually compelling materials, UST not only conveyed its corporate philosophy and core competitiveness but also provided detailed insights into real-world application cases in AI large models, big data, and intelligent manufacturing technologies.

Building on four leading business modules, UST deeply optimizes the entire production and manufacturing chain of enterprises. With core competitive advantages such as efficiency enhancement, cost reduction, seamless production line collaboration, and intelligent decision-making, UST is committed to creating smart factories and supporting the advent of Industry 4.0.

UST’s smart factory leverages technologies like the Internet of Things (IoT), big data, 2D/3D modeling, and workflow engines to integrate data from personnel, equipment, materials, processes, and quality control throughout the production process. By establishing a unified data platform, it achieves data collaboration and visualization in the manufacturing process. Additionally, business function systems enhance the controllability of the production process, reduce manual intervention on the assembly line, and enable rational planning and scheduling. This approach allows for the adjustment and optimization of the enterprise’s manufacturing processes, constructing an advanced manufacturing ecosystem that is high-performance, low-cost, and highly intelligent for businesses.

Advancing Digital Transformation for Asia-Pacific Enterprises

The UST booth emerged as a prominent attraction at the expo, drawing a significant influx of visitors eager to explore and engage. The exhibit showcased a variety of technology application examples and customized cross-industry solutions.

The R&D team at UST has developed a lightweight enterprise AI intelligent agent, characterized by significantly reduced deployment costs, minimized iteration risks, robust data security, and user-friendly precision. This innovative solution provides intelligent service support and business optimization capabilities for enterprise users, facilitating the application of AI large models in vertical business operations and collaborative office environments.

Take, for instance, the AI Agent, which serves as an intelligent customer service representative. It operates around the clock, resolving up to 90% of issues autonomously, thereby substantially reducing operational costs, enhancing customer satisfaction, and uncovering new commercial potential.

UST’s team of experts established a platform for knowledge sharing and technical exchange around the booth, offering in-depth consultation services to attendees. By sharing the latest technology trends and market insights from around the world, UST further solidified its position as a global leader in digital transformation.

Moreover, UST seized this opportunity to actively explore potential collaborations with participants, jointly promoting the adoption of emerging technologies such as AI and cloud computing among Asia-Pacific enterprises. This collaboration aims to drive continuous and profound digital innovation and development, embracing the new trends in digital transformation across the region.

Through this event, UST and the participants contributed valuable insights and strategic recommendations to the digital economy of the Asia-Pacific region and beyond, accelerating its development and envisioning a future of tighter interconnectivity and innovation-driven growth.

Hashtag: #UST

The issuer is solely responsible for the content of this announcement.

LUX And MX Player Partner To Challenge Outdated Sexist Scenes With An Innovative Campaign ‘The End’

Empowering Women By Disrupting Sexist Narratives in the Indian Film Industry: LUX Launches ‘The End’ Campaign


SINGAPORE – Media OutReach Newswire – 24 April 2024 – VML Singapore and LUX, the global beauty brand under Unilever, has partnered with MX Player, a leading OTT platform, to launch a fresh new campaign that tackles a deeply ingrained issue in Indian cinema: the normalisation of sexism.

LUX And MX Player Partner To Challenge Outdated Sexist Scenes With An Innovative Campaign ‘The End’

The campaign titled ‘The End’, shines a light on how classic Indian films, while undeniably popular on streaming platforms, often portray outdated narratives where men disregard a woman’s clear refusal. This innovative campaign aims to spark conversation and inspire positive change within the industry.

This campaign leverages the power of communications within the MX Player platform in a truly unique way. Instead of traditional ad breaks that disrupt the viewing experience, LUX will utilize ad spaces strategically placed within the films themselves.

For example: The movie plays as expected, up until a crucial scene where a man is acting inappropriately and the woman clearly expresses her dissent. This could be a verbal “No,” a look of discomfort, or any other clear indication of her unwillingness. At this pivotal moment, the LUX ad seamlessly interjects, effectively simulating the end of the movie with end credits. This unexpected end surprises viewers with a new perspective on behaviour that has become normalised.

The campaign showcases such scenarios to emphasise the power of “No” and the importance of respecting boundaries. It features powerful messages about the importance of consent, demanding an end to sexism the moment it appears, and understanding that a woman’s glowing beauty is never an invitation or excuse for harassment.

For over a century, LUX has empowered women to express their unique beauty and individuality. Their new campaign builds upon this legacy, taking a creative and impactful approach to tackle a significant social issue.

“For decades, films have perpetuated the idea that a persistent man eventually wins a woman’s heart, even if she initially rejects him,” said Severine Vauleon, Global Brand Vice President, LUX | Bath & Body. “While the industry has undoubtedly made strides towards progress, many popular films from the past remain riddled with these outdated sexist scenes. We’re proud to partner with MX Player on this innovative initiative that uses the power of communications to address a social issue.”

By partnering with MX Player, a platform renowned for its diverse library of content reaching a wide audience, LUX showcases its commitment to leveraging its reach for social progress. This strategic partnership ensures the campaign’s message finds a powerful voice and resonates with a vast and diverse group of viewers.

Hinoti Joshi, Global Managing Partner at VML Singapore, who spearheaded the campaign, commented, “This campaign is not about erasing cinematic history. It’s about sparking a conversation and encouraging viewers to critically analyse the narratives they consume. We believe that classic films can still be enjoyed while acknowledging the outdated social norms they sometimes portray.”

The LUX and MX Player campaign has the potential to spark a much-needed conversation within the Indian Film industry. By challenging outdated sexist scenes and promoting narratives that celebrate female agency and respect for boundaries, the campaign can pave the way for a more progressive and empowering future for Indian cinema.

‘The End’ campaign is a call to action, encouraging viewers to critically analyse the narratives they consume and question outdated portrayals of women. It also sends a powerful message to the film industry itself: the audience is ready for stories that reflect a more progressive and respectful portrayal of gender dynamics.
Hashtag: #LUX

The issuer is solely responsible for the content of this announcement.

About LUX

LUX has been celebrating beauty and femininity since 1925. We understand that beauty is a woman’s armour, her source of strength. It is hers to express, unapologetically. We will continue to help women everywhere fight casual sexism at home, in the workplace and in wider society.

About MX Player

MX Player is India’s largest growing OTT platform with a diverse audience base as well as a global reach of 17+ markets including UAE, US, Canada, UK, Australia, New Zealand, Bangladesh, Nepal, Afghanistan, Sri Lanka and Maldives amongst others. It currently operates on both, AVoD and SVoD models with a keen understanding of the pulse of the audience, It has recently had several record-breaking shows across genres like Bhaukaal, Aashram, Matsya Kaand, High, Samantar, Dharavi Bank, and Campus Diaries. It is also the only OTT global platform to deploy H.266 technology that cuts down video streaming data consumption by 70%. As per the State of Mobile 2023 Report by Data.ai, MX Player ranks #1 in India and #3 Worldwide in terms of Downloads in Video Streaming.