The joyous traditions of Christmas in the Philippines can’t come soon enough for many of us who have spent close to two years under some form of lockdown due to the pandemic. The fact that we have the longest holiday season in the world—four months and one week, if we include the Feast of the Three Kings on Jan. 6—is proof that we take these things very seriously.
The holidays are also a time to reconnect with family and friends, many of whom we haven’t seen in months. Scheduling trips to the mall to stock up on Noche Buena items at the supermarket or to buy gifts, grabbing lunch or dinner at a favorite restaurant, taking selfies next to the elaborate decorations, and listening to the malls’ Christmas carols—these were things we took for granted in the past but which have become even more precious and poignant at this time.
With more Filipinos getting vaccinated and restrictions being loosened, the country is gearing up for a festive, joyous and more optimistic Christmas.
This year, Robinsons Malls has chosen the popular, nine-member group Ben&Ben to get mall visitors into the holiday mood. With their cool vocal stylings and relaxing chords, the “famband” is the perfect complement to the mall chain’s aim to be the favorite place of Filipinos eager to celebrate with family and friends.
Ben&Ben has always maintained a creative and wholesome image that resonates with fans of all ages. In 2018, they were the top OPM artist in Spotify Asia and were top third most streamed artist on the popular music app. In 2020, Ben&Ben is Spotify PH’s most streamed artist – both local and international.
When they released their first album, “Limasawa Street” the following year, it sold out within a week. The awards—from Wish Music and Myx Music, among others—soon came pouring in.
They continued their reign on the charts and in listeners’ hearts in 2019 and then last year, in the midst of the pandemic, “Limasawa Street” was awarded Triple Platinum status. It was further proof of the band’s continued relevance.
“We want our shoppers to know that we’re in tune with the times and what better way to convey that message than by getting Ben&Ben who can best amplify the brand promise of being the favorite shopping and leisure destination where families build stronger bonds and share fun moments together,” said Arlene G. Magtibay, SVP and General Manager of Robinsons Malls.
“The band’s wholesome and ‘famband’ image are consistent with our positioning, and their fandom that cuts across social demographics aligns well with our target customers,” Ms. Magtibay added.
For this new partnership, Ben&Ben created a fresh take on the popular Christmas song “Tuloy na Tuloy pa rin ang Pasko” which is expected to receive heavy airplay in music streaming platforms and at Robinsons Malls nationwide. Fans can likewise look forward to exciting performances by the band exclusively presented by Robinsons Malls.
Since the pandemic upended lives, Ben&Ben hadn’t been able to head to any Robinsons Malls as a group, until recently. For the video shoot to accompany the song, they got to visit Robinsons Magnolia, one of their favorite malls.
“We were very excited that they gave us the chance to shop, dine and enjoy our favorites again,” Ben& Ben said. “The past two years have been some of the most taxing and most difficult for so many of us. It’s important all the more to try and celebrate what we can and to cherish the new moments we can still make with our loved ones—all while remembering to still prioritize safety and health above all else,” they added.
It’s this consideration and thoughtfulness that resonates with their followers, and now as well with Robinsons Malls. With their music, style and no-nonsense approach to all things that matter, Ben&Ben can easily tug at the heartstrings of Filipinos no matter what their demographic.
The group, like many Filipinos nationwide, would regularly head to the Robinsons Malls to shop, dine and be entertained before the pandemic. When they weren’t gigging or working on new music, their favorite pre-pandemic pastime was eating together. “We all love food and trying new things and places, so that’s definitely on the top of our list of things we miss the most from the mall experience. We also miss doing mall shows where we could interact and meet fans face to face,” Ben&Ben said.
Now that restrictions have been eased, they look forward to reliving memories and creating new ones with each other and with their families. “Robinsons Malls stands out not only for its accessible locations, variety of stores, and beautiful facilities but it also represents a lot of favorite things, experiences and many firsts that we experience as a family,” Ben&Ben said.
“For some of us, Robinsons was our go-to mall back when we were still studying as it was part of our daily commute. It became a comfortable, after-school hangout spot and we have many fond memories of those formative years because of it,” they added.
The new partnership with Robinsons Malls can be encapsulated in the band’s song “Ride Home,” whose lyrics include “It seems they lead me back to you, I keep coming back to you,” and “When I’m with you, home is never too far and my weary heart has come to rest in yours.”
“It’s just like how we envision Robinsons Malls to be your favorite place, not just for the holidays but for all seasons—a place where people can shop, dine, unwind, and celebrate with loved ones,” said Ms Magtibay.
It’s certainly an inspired pairing. As Ben&Ben puts it: “We both believe in finding pockets of joy and celebrating what we can in the midst of adversity and hardship.”
With Robinsons Malls and Ben&Ben, there’s no doubt about it—“Tuloy na Tuloy pa rin ang Pasko!”
ADVT.