Beauty brand Safi Shayla (Safi) is challenging stereotypes and championing female empowerment with its new ‘Sembur, Play, Slay!’ campaign. ‘Sembur’ is Bahasa for the word ‘Spray’. The campaign celebrates the release of Safi parfum mist rambut (perfumed hair mist) and features hijab-wearing female gamers in a TV commercial, in-store point-of-sales materials, and social media postings.

One of Dharesheni Nedumaran’s roles as head of diversity, equity and inclusion (DEI) at Mediabrands APAC is to stamp out the idea that the benefits of DEI are circumscribed to people. Instead, she wants everyone to understand that the benefits accrue to all aspects of business and society as well. Her ultimate ambition in her