World's biggest band BTS joins Smart family

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Metro Manila (CNN Philippines, January 18) — PLDT's wireless arm Smart Communications continues to take advantage of the Korean wave, with the newest face onboard its platform — global pop superstars BTS.

Smart on Monday officially unveiled its newest ambassadors BTS to headline its 'Live Smarter, Live with Purpose' 2021 campaign.

While the telco only posted a short video introducing the South Korean band across its social media platforms, Smart said millions of BTS fans here in the Philippines and abroad can expect the group's Smart ad appearance within the first quarter of 2021.

"Aside from their remarkable talent, BTS emerged as the biggest band in the world because of their meaningful and uplifting music that brings hope and encouragement to fans especially in the bleakest of times," Alfredo S. Panlilio, Smart president and chief executive officer, was quoted as saying in a statement released Monday.

"It is therefore a big honor to welcome BTS to the Smart family so we may inspire more Filipinos to find purpose in everything they do and ultimately live Smarter for a Better World," he added.

BTS is the first K-pop group to get a Grammy Award nomination. Dynamite, its first all-English single, also topped the Billboards for weeks when it was released in August 2020.

Last year, Smart also tapped A-list South Korean actors Hyun Bin and Son Ye Jin as endorsers.