“By Zieman
POPULAR singer Siti Nurhaliza has joined the Pepsi Music banner.
The move is expected to give the singer with the “”squeaky clean”" image a more international appeal, placing her ostensibly alongside big names such as Michael Jackson, Spice Girls, Madonna and Boyzone who are endorsing the soft drink giant.
She has been signed up by the Pepsi Music management along with two other big names–Latin heart-throb Ricky Martin and Asia’s King of Pop Aaron Kwok.
“”Siti deserves this recognition because of all her success stories,”" said a spokesperson of Permanis, the local distributor of the soft drink, during the signing ceremony earlier this week.
For Siti, striking a deal with Pepsi is a big deal.
“”I am very excited and hope that my fans will continue to support me. My association with an international brand like Pepsi is also a boost for my country,”" said Siti.
She sang the new Pepsi “”Ask For More”" theme song in English. Her strong vocals gave the song that extra oomph. But her dance performance was rather mild. The emcees for the evening, Fly Guy and Lil’ Kev, provided the laughs.
The theme song has been recorded in two versions–Malay and English. A shorter version of the song is used in television and radio commercials for Pepsi’s music campaign.
It turns out that it is immaterial that she seldom speaks or sings in English; no one can dispute that Siti is the “”hottest”" star around. An independent research company for Pepsi made this finding last September while KRU, who was signed on by Pepsi last year, followed closely and lost by only one percent.
Judging by her impressive track record, Siti is a clear favourite and winner. How else can we explain the long list of accolades under her belt ranging from Best Vocal Performer, Best Pop Album to Best Female Singer?
During the Pepsi event, Siti was presented a black jacket by Permanis chief executive officer Ervin Selvarajah.
In conjunction with this signing, fans will get to take part in the Ask For More Music contest. It offers three prizes that will bring teens up close and personal with their favourite star.
But the best part about this contest is that participants get to select their prize. You can either appear with Siti in a magazine, have a date with Aaron Kwok or get a free backstage pass to a Ricky Martin concert.
The contest runs from March 9 to April 30. Contest details and entry forms will be available in all leading dailies. Entry details will also be printed on Pepsi cans or you can tune in to the HITZ Pepsi Hot 20 Chart Show for the details.
Another part of Pepsi’s music campaign which will run concurrently is the massive nationwide ground-level promotion.
Over 15,000 neighbourhood shops are participating in Pepsi’s Instant Pick & Win promotion that offers prizes to be won instantly with every purchase of a 1.5l Pepsi PET bottle. (Bernama)
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