PLDT Global officially introduced entertainment icon Vic Sotto last Tuesday, June 3, as the first-ever brand ambassador of Tindahan ni Bossing (TinBo), its digital marketplace for overseas Filipinos.
The announcement paves the way for the launch of a new video campaign titled “Alagang Bossing” on June 15, alongside the three-day HK Fest 2025—a Philippine Independence celebration in Hong Kong happening from June 13 to 15.
TinBo enables Filipinos abroad to send essential support home—load, bill payments, e-gifts, and more—via a mobile app. By tapping Sotto, a trusted name across generations, PLDT Global aims to deepen emotional resonance with its audience and boost app usage globally.
“Vic Sotto represents the values that TinBo stands for—trust, happiness, and genuine care,” said Albert V. Villa-real, PLDT Global’s president and CEO. “He embodies the spirit of the Filipino provider.”
The “Alagang Bossing” campaign emphasizes care made simple and digital. Through TinBo, OFWs can remotely manage their family's basic needs.
“It’s my honor to be part of Tindahan ni Bossing,” Sotto said. “This will help many of our kababayans working abroad. They are our modern-day heroes—we should care for them too.”
In the meantime, HK Fest 2025, a co-project with MQuest Ventures, includes a full slate of entertainment and public service offerings:
Makabayan Film Fest (June 13–14) at Emperor Cinemas iSQUARE will feature Song of the Fireflies, GomBurZa, and The Kingdom, with expected appearances by cast members.
On June 15, Raffy Tulfo Action Center will host a special booth for pre-registered OFWs seeking assistance.
The celebration wraps with the Saludo Concert on Chater Road, headlined by Vic Sotto, with some of his Eat Bulaga co-hosts, and MediaQuest artists. The concert is free and open to the public.
HK is one of TinBo’s most active user bases. The event and campaign serve as dual engines to drive engagement, user acquisition, and brand goodwill. —Ed: Corrie S. Narisma
