VITAGEN, Malaysia’s first and No. 1 cultured milk drink is a key sponsor of Akademi Fantasia (AF) 2016 as it sets out to transform contestants from within to boost their health, and help them manage the considerable stress they will face in their quest for stardom.
The AF reality singing competition is well-loved and highly rated, like VITAGEN. Contestants, who are termed as students at the Academy, are coached and groomed to make it in the entertainment industry. Among the successful graduates of AF who have gone on to carve significant careers in the Malaysian entertainment arena are Vince Chong, Mawi, Stacy, Akim, Marsha Londoh, Shahir and many more.
The live telecast of AF2016’s weekly concerts will air exclusively on Astro Ria (104) and simulcast on Astro Ria HD (123) every Sunday at 9.00pm from Majlis Bandaraya Shah Alam (MBSA) Auditorium from August 21st, 2016. The daily students’ diary, Diari AF2016 will also be shown on both channels at 6.30pm from Monday to Friday.
VITAGEN will be directly involved in promoting better gut health through fitness and better nutrition, through a healthy living and fitness segment every Tuesday with Coach Cem, a well-known fitness consultant.
Similar to AF’s dominance in promoting new singing talent, VITAGEN has led the way in championing good gut health among Malaysians through education and awareness activities, over the past 40 years. From school programs, the annual Healthy Digestion Walk and more, VITAGEN has become part of daily Malaysian health and wellness.
VITAGEN’s long-term championing of gut health through its Good Gut Health Awareness campaign is based on research on the role of good bacteria in health, and the beneficial effects of cultured milk with live good bacteria on rebalancing gut flora.
Good health begins from the gut. When we are healthy inside, it shows on the outside.
Good gut flora promotes normal gastrointestinal function, provides protection from infection, regulates metabolism and comprises more than 70% of our immune system.
The human gut or digestive system is home to approximately 100,000,000,000,000 (100 trillion) microorganisms, and contains 10 times more bacteria than all the human cells in the entire body, with over 400 known diverse bacterial species.
Many diseases and even stress, seemingly unrelated to our digestive system are actually caused by gut problems. Understanding how the gut works and how to look after it is essential to our health.
VITAGEN contains billions of good bacteria that aid the absorption of nutrients from food and stimulates a stronger immune system. It also assists in suppressing the growth of harmful bacteria, reducing the risk of intestinal disturbances for optimal digestive health.
For the contestants of AF2016, their journey to fame will be a reflection of the Malaysian dream, with these young women and men being filmed and followed around the clock during the two-month duration of the show. The stress and tribulations that they go through will reflect what every Malaysian experiences.
According to VITAGEN’s Deputy General Manager, Mr. Michael Ong the brand is delighted to be working with Akademi Fantasia, due to the many similarities between the two, and the opportunity to reach more people with positive and motivating messages on good gut health, through consuming VITAGEN, better nutrition and fitness.
“The Akademi Fantasia 2016 sponsorship is another extension of our Good Gut Health Awareness campaign. To fortify our brand value of being the good gut expert, VITAGEN is assisting the transformation from within of these contestants for better overall wellness throughout the competition, helping them realise their dreams to be the next superstar.”
VITAGEN’s Good Gut Health Awareness campaign promotes a healthy gut through a five-step approach of consuming live active cultured milk drinks, walking at least 30 minutes daily, consuming 3 to 5 servings of fibre from fruits and veggies, adequate sleep of at least seven to eight hours a day and stress busting strategies.
“We realised that the contestants in AF2016 go through tremendous stress, lack of sleep, demotivation and even unhealthy dietary habits that could jeopardise their gut health. This is why we have stepped in to provide them with professional coaching on good gut health, fitness and nutrition through Coach Cem. By watching how these talented individuals navigate the high-stress conditions, while practising good gut health habits can motivate more viewers to make an important change to their lifestyles. Good health does indeed start with a healthy gut,” said Mr. Ong.
“Our tasty cultured milk drink with live good bacteria will be freely available to them, round the clock, to help them in managing their stress levels through better gut health by rebalancing their good gut bacteria.”
In conjunction with AF2016, VITAGEN will be conducting on-ground promotions at selected retail outlets nationwide including a money-can’t-buy experience – walking the red carpet at the AF2016 finale for two lucky winners and their partners. The winner of this social media contest can have the chance to meet and greet with the AF2016’s champion.