Safi and Mediabrands Content Studio (MBCS), respectively the leading Halal personal care brand and the media-fuelled creative content practice within the IPG Mediabrands network, are challenging stereotypes and championing female empowerment in its latest campaign. The ‘Sembur (spray), Play, Slay!’ campaign, anchored around the release of the Safi Shayla Parfum Mist Rambut (perfumed hair mist),
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