Galing Dito (Great Talent Is Here)

DITO, a challenger telco brand, competes against giants that have dominated the industry for decades and could afford the biggest international superstars as brand endorsers. To stand out in an industry that promoted foreign pop culture, DITO instead celebrated the diversity in local pop culture from different regions of the country.

In 2022, DITO Telecommunity launched “Galing Dito”.

In Filipino, GALING means “great talent.” DITO means “here”. Together, it means, “Great Talent is Here.” The brand created a multi-cultural, multi-lingual, and multi-platform movement that champions the undiscovered talents of Filipinos from diverse cultural backgrounds. Local artists with a niche following were tapped to collaborate on an anthem featuring different Filipino languages, genres and indigenous instruments.

Unique acts from Luzon, Visayas and Mindanao represented the different cultures and regions of the Philippines: Marga Jayy, a jazz singer from Manila, Cookie$, a rapper from Cebu, Fai Fai Flojo, a female rapper from Ilocos, Maan Chua, a folk singer from Davao, 13C, a pop boy band from Visayas, Nurainie Ampatuan, an indigenous percussionist, Dione, a P-Pop girl group to name a few.

The campaign inspired many more people to join in the movement through TikTok, making way for the #GalingDITOChallenge. The Galing DITO Movement became a platform where Filipinos from all over the country to showcase their talents and represent their provenance.

The movement surpassed DITO’s year-end targets without the huge budgets and global endorsers of its established competitors.