DBS, GrabPay and Maggi see biggest ad awareness gains in Singapore: YouGov

DBS’s 60-hour TikTok livestream and retail tie-ups, GrabPay’s PayLater push, and Maggi’s campaigns drove the strongest lifts in consumer ad recall in August.

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DBS partners with Cold Storage, Giant, Guardian and 7-Eleven—becoming the only bank in Singapore to offer perks at 680+ outlets. Clockwise from top left: Calvin Ong, DBS; Naresh Kalani, Guardian; Anushree Khosla, 7-Eleven; Chan Sow Han, DBS; Lim Him Chuan, DBS; and Lim Boon Cheong, Cold Storage and Giant

DBS, GrabPay, and Maggi recorded the strongest increases in advertising awareness among Singapore consumers in August, new data from YouGov BrandIndex shows.

Ad Awareness measures the percentage of consumers who recall seeing an ad for a brand in the past two weeks.

DBS posted the sharpest rise, with awareness climbing from 21.8% on July 30 to 30.2% on August 23—an 8.4-point jump. The lift coincided with the bank’s SG60 TikTok livestream, a 60-hour activation featuring local brands, as well as a retail partnership spanning more than 680 outlets, including Cold Storage, Guardian and 7-Eleven.

GrabPay followed with a 7.4-point increase, moving from 5.1% on July 28 to 12.6% on August 18 as a result of its ongoing GrabPay/PayLater promotions.

Maggi ranked third with a 7.3-point lift, climbing from 13.5% on August 8 to 20.8% on August 25.

Methodology: Ad Awareness scores are based on responses to the question: “Which of the following brands have you seen an advertisement for in the past two weeks?” Figures are drawn from interviews with Singaporean adults aged 18+ between July 26 and August 25, 2025.

Source:

Campaign Asia