The recent months saw local telecommunications companies signing up famous Korean celebrities as brand ambassadors. As this year’s opening salvo, Smart Communications Inc. (Smart) signed Grammy-nominated music act BTS for its latest campaign “Live Smarter, Live with Purpose.”

BTS is known not only for their talent but also for the inspiring lyrics of their music, which Smart believes is aligned with its 2021 campaign. It aims to “inspire the Filipino youth to live their lives with passion and purpose” especially with the life amid the pandemic.

BTS joins other Korean superstars Hyun Bin, Son Ye-jin, and Park Seo-joon in Smart’s lineup of celebrity endorsers.

“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. 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,” said Alfredo S. Panlilio, president and CEO, Smart, in a media release.

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Considered as the world’s biggest musical group, BTS has become a powerhouse in the global pop scene with a legion of followers among the youth that cuts across geographies and genres. The septet has been known for sending a timely message of comfort and hope to fans everywhere through their music.

“Just like BTS who are able to inspire millions of young people all over the world through their music, Smart Prepaid aims to bring about amazing experiences to the Filipino youth through technology to make life easy, fast, and simple. This way, the young generation are empowered to immerse in their interests and succeed with their pursuits,” said Jane J. Basas, SVP and Consumer Wireless Business Head at Smart.