‘FiLay’ is in for ISHIN: Barbie Forteza and David Licauco bag first endorsement as a loveteam
FiLay is in for Ishin! Today’s top-trending stars behind the hottest onscreen teamup finally bagged their first joint endorsement. Barbie Forteza and David Licauco, known as Binibining Klay and Fidel, respectively, in GMA’s hit primetime series Maria Clara at Ibarra, are unexpected game-changers on the primetime block. Due to the success of their pairing, no less than the CEO of beauty and wellness brand Ishin became their fan and tapped them for the endorsement deal.
“Ang primary reason po kung bakit namin sila kinuha, kinikilig po ang inyong CEO!,” Ishin co-owner Mario Miguel Bautista, or MM, revealed about his wife Shirleen. The room burst into shrieks of excitement upon the announcement of the celebrity endorsers.
“At first, talagang personal choice ko, si Barbie. Sabi ko, ‘yung image ni Barbie, sobrang innocent, ang ganda. Kahit magsuot siya ng swimsuit, she looks that innocent. Very angelic ng face. Bagay na bagay siya doon sa brand,” Ishin CEO Shirleen spilled. “Si David naman, talagang mukhang Korean siya. Talagang naghahanap kami ng Korean. Tapos, si David, lagi kong napapanood sila ni Barbie. Apart from kinikilig, sabi ko, puwedeng-puwede siya,” she added.
The Kapuso stars were more than thrilled to accept the endorsement that they immediately said yes to the deal upon the offer. It also helped that seasoned and well-respected journalist Mario Bautista served as the bridge in getting in touch with Barbie. He is the proud father and in-law of Ishin’s owners.
Ishin’s story of success
Fifteen years ago, MM and Shee started out as distributors of a glutathione brand. The couple dove into the challenging arena of online marketing at a time when social media like Facebook and Instagram were still known. “Paano kami nag-po-promote? Nag-pprint kami ng flyers tapos kami mismo ang nag-didistribute bahay to bahay. I remember one time, 500 ang pinamigay naming flyers. Out of 500, dalawa lang ang tumawag sa ‘min. Grabe,” MM looked back with pride. “Doon kami nagsimula kaya gusto kong mai-share sa into. It has come full circle for us with so many faces supporting Ishin. We are truly blessed!” The show of grit and gratitude was truly inspiring and overwhelming.
“Ngayon namamayagpag ang online marketing. Ten years ago, noong nagsastart out kami, walang Shopee, walang Lazada, wala pang TikTok store,” MM recalled and relished the difficulties they went through. The list includes the COVID-19 pandemic. However, the trying phase for a lot of people presented a huge business opportunity for MM and his wife, which he humbly revealed.
The key component to the couple’s success is the ability to adapt according to MM. In the course of his speech, MM did not forget to acknowledge the presence and assistance of their parents, members of the press, distributors, and the supporters of their first celebrity brand ambassadors.
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