KUALA LUMPUR, Malaysia, Nov. 18, 2024 /PRNewswire/ -- Buz, a leading social audio app, has launched a new branding and campaign that celebrates the unique power of vocal communication in instant messaging, underpins the power of the human voice in fostering deep connections. Rolling out today across both online and Out-of-Home (OOH) platforms in Malaysia, Thailand, and Philippines, the campaign highlights heartwarming moments where buz empowers users to forge deeper connections through real-time voice communication.
Ain Edruce Appointed as Malaysia's buz Brand Ambassador
Buz appointed Ain Edruce and her husband as its brand ambassador in Malaysia, recognizing her remarkable ability to connect with audiences through her authentic and relatable style. A prominent actress, host, and influencer, Ain's voice resonates across diverse demographics, embodying buz's vision of fostering meaningful, voice-centered communication. Her dynamic presence and influence align seamlessly with buz's new branding, amplifying buz's commitment to elevate instant messaging through genuine, expressive, and humanised connections across Malaysia.
Officially kicking off on November 15, multiple TVCs featuring Ain Edruce have launched across various channels, including social media, outdoor displays, elevator screens, TGV cinema ads, YouTube, and TikTok. Additionally, buz is thrilled to announce that brand ambassador Ain Edruce's highly anticipated television commercial (TVC) will light up the heart of Kuala Lumpur's Golden Triangle WOLO Bukit Bintang building's LED screen starting from November 16th for a one-month period, bringing Ain's powerful message of authentic voice communication to one of the most iconic, bustling areas in Malaysia. This prominent placement underscores buz's commitment to redefining instant messaging and creating deeper, more meaningful connections through the new branding and campaign.
Embracing the key values of convenience, love, fun, the TVC campaign portrays families and loved ones experiencing the joy, excitement, and warmth of authentic voice interaction. From a mother working late who is filled with emotion when she hears her baby say "mama," to an office worker finding comfort in her partner's off-key serenade as she walks down a dimly lit street alone, the campaign highlights buz's ability to strengthen connections anywhere.
Connecting Hearts Through the Power of Voice
Unlike traditional text-based messaging, which can often lack tone and emotion, voice messaging brings conversations to life, capturing nuances that written words alone cannot convey.
As audiences seek more personalised and engaging communication methods, voice messaging is fast becoming the preferred way to connect—allowing users to convey warmth, sincerity, and personality. buz aims to redefine instant messaging across Southeast Asia, showcasing how voice notes and messages provide a richer, more human way to connect with friends, family, and community.
Brand Identity Reflects Core Values
Buz's brand identity is built around a minimalist, user-friendly approach, reflected in its all-lowercase logo with a rounded font, designed by renowned Japanese designer Mizuno Manabu. The tagline "voice connects" encapsulates the app's core offering in a simple and direct manner, underscoring the power of voice in building heartfelt connections. This straightforward approach extends to buz's intuitive platform, facilitating seamless user engagement through its suite of voice-powered features.
A Simple Push-to-Talk Experience
Buz's core belief in the power of voice communication lies at the heart of its design. Its signature feature is a prominent, bright green, push-to-talk button on the home page, inviting users to embrace a more natural way of interacting with loved ones. This deliberate design choice fosters deeper relationships by prioritising genuine interaction. Voice becomes the primary mode of communication, allowing for authentic conversations rich in tone, inflection, and emotion.
With a simple interface, free from text fields and intricate menus, buz eliminates digital distractions for users to focus solely on the present moment and the person they are speaking with. The push-to-talk button encourages spontaneity, inviting users to reach out in the moment, without the pressure of crafting the perfect message.
Designed to be accessible to everyone, buz breaks down communication barriers regardless of age, literacy, or language, such as seniors who may find typing challenging and prefer verbal interaction, can easily connect with loved ones using their voices, and individuals with neurodiversity who can express themselves more freely through voice, fostering a sense of inclusion and belonging. This accessibility extends to all ages, allowing anyone, regardless of their technical expertise, to experience the power and convenience of voice communication.
For an even more seamless experience, users can auto-play and overlay the buz app on the locked screen, enabling instant listening and conversation without unlocking the phone in situations like driving.
Voice Powered by Artificial Intelligence (AI)
Buz leverages its proprietary AI developed in partnership with OpenAI, for richer, more accessible conversations than ever before. Features like instant voice-to-text transcription allow users to be on mute, avoiding audio distractions in private settings like workplaces, while still being able to read the content of any voice messages they receive to remain connected. Buz can also seamlessly translate voice messages across languages,with its fast and accurate voice translations, facilitating smooth and natural conversations across diverse languages, making buz a truly international communication tool.
"In today's world, people are seeking genuine connections," said James Lin, CEO of Vocalbeats. "buz was designed to prioritise the power of voice, offering a simple and intuitive interface. We believe that using our voices is the most natural way to express ourselves, and buz creates an environment for seamless, real-time conversations. Our AI-powered features make voice communication even easier, highlighting the ease and joy of real-time connection."
Buz integrates cutting-edge Automatic Speech Recognition (ASR) technology to enhance user experience. This advanced feature accurately transcribes spoken words into text, enabling seamless communication and accessibility. Whether for creating content, managing tasks, or connecting with others, ASR ensures efficiency and convenience, making voice truly connect.
Engaging Features Enhance the Experience
Buz empowers users to express themselves in more ways. Users can share videos, images, links, and location through instant chat. For added fun, voice filters like Sweet, Baby, Deep, Power, and Vibrato add a playful dimension to conversations. Voicemojis provide interactive engagement, while group chat rooms enable real-time connection with friends and family.
By prioritising authentic interactions and self-expression, buz continues to evolve, revolutionising the way we utilise voice communication. The platform's accessible and enjoyable features encourage genuine connections and empower users to express themselves freely. This commitment to enriching user experiences promises to reshape the way we connect, fostering authentic relationships and creating a vibrant new paradigm for communication.
[PR Assets]
About buz
Buz is a leading audio-based social app developed by Singapore-based Vocalbeats, with a vision to create the world's largest audio platform connecting users through voice. With over 20 million downloads globally, buz has established itself as a market leader in instant voice messaging across Southeast Asia, the US, UK, and Europe, and continues to expand its reach worldwide. Buz's commitment to delivering immersive audio experiences is further underscored by its new Research and Development and operations centre in Kuala Lumpur, Malaysia, and Singapore. This strategic expansion highlights buz's dedication to connecting people across the globe and driving the growth of voice-based solutions. Buz is available on both the Apple App Store and Google Play Store. For more information about buz: www.buz.ai.
** The press release content is from PR Newswire. Bastille Post is not involved in its creation. **
BUZ WELCOMES AIN EDRUCE TO CHAMPION CORE BELIEF OF "VOICE CONNECTS" WITH NEW BRANDING AND CAMPAIGN
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The launch is marked by the signing of an agreement between IMDA and Tencent to advance healthy digital habits and safe, responsible use of digital technologies among youths, parents, and families.
SINGAPORE, May 2, 2026 /PRNewswire/ -- The Infocomm Media Development Authority (IMDA) and Tencent today jointly launched "Beyond the Screen: Healthy Digital Play", a new digital wellbeing campaign that encourages healthy digital habits by bringing families into the conversation and strengthening real-world connection through healthy gameplay.
The campaign encourages families to bridge the gap between play and purpose through gaming. It showcases how digital play can foster deeper understanding, facilitate balanced routines, and build stronger connections at home.
"Digital spaces are already a natural part of how young people learn, play, and connect today," said Mr Murphy Zhao, Country Manager of Tencent Singapore and Head of Tech Group, Tencent Games. "As a company with deep expertise across digital entertainment and communications, we want to play a constructive role by helping families build meaningful digital habits that extend beyond the screen."
Advancing Family Digital Wellness In Partnership with IMDA
As part of the launch, IMDA and Tencent also signed an agreement to strengthen collaboration on initiatives in digital wellbeing. The agreement was signed by Ms Joanna Lam, Cluster Director for Digital Readiness, IMDA, and Mr Murphy Zhao, Country Manager of Tencent Singapore and Head of Tech Group, Tencent Games. The collaboration builds on Tencent's ongoing cooperation with IMDA, in support of the national Digital for Life (DfL) movement, focusing on promoting online safety and healthy digital habits among youths, parents, and families.
Tencent will co-develop educational content with IMDA, as well as organise four community outreach activities, reaching out to an estimated 4,000 participants. The company will also commit S$ 25,000, which totals to S$ 50,000 with the government's dollar-to-dollar matching, to the DfL Fund. The DfL Fund provides support for projects and activities promoting digital inclusion, digital literacy and digital wellness.
"Ensuring digital wellness is increasingly important, particularly for our children who are digital natives," said Ms Joanna Lam, Cluster Director for Digital Readiness, IMDA. "Tencent has been a DfL partner since 2022, and I thank them for their continued commitment to the DfL cause. We look forward to deepening our collaboration with Tencent to empower parents and youths with practical guidance to build healthy digital habits and navigate the digital world safely together."
Leading the Conversation on Healthy Digital Play
The inaugural Singapore launch event was officiated by Ms Jasmin Lau, Minister of State, Ministry of Digital Development and Information, and also hosted social service organisations from Singapore, Malaysia, Thailand, Indonesia, and the Philippines. At the event, families participated in gamified quiz experiences and took home educational materials designed to transform gaming into healthier routines at home.
The programme also featured a parenting talk that shared practical guidance on utilising games as a bridge for conversation at home. The session highlighted how, when guided by constructive routines, gaming can support the development of soft skills such as communication, teamwork, strategic thinking, and persistence.
During the event's expert insights session, Mr Narasimman S/O Tivasiha Mani, psychotherapist and co-founder of local youth charity Impart, said, "Healthy gaming is not built through one-off rules. It grows through rapport, shared understanding, and everyday conversations. Through a collaborative process between educators, families, and the wider community, it becomes easier to set shared expectations and support balanced habits that carry beyond the screen."
Building a Scalable Digital Wellbeing Framework for Southeast Asia
While digital habits may look different across the region, the underlying need is the same — helping families build healthier, more confident relationships with the digital world.
"Beyond the Screen" is part of Tencent's broader commitment to fostering intentional digital play, equipping youths, parents, and educators with practical resources to build balanced routines, encourage respectful interactions, and strengthen open communication at home.
Insights from the Singapore launch will inform the rollout of the campaign across Southeast Asia in 2026, with local adaptations to meet the needs of diverse communities in the region.
About Digital for Life Movement
A Digital Future for All – In our increasingly digital world, everyone can play a part to help create a more inclusive digital future.
The Digital for Life (DfL) national movement, launched on 8 February 2021, aims to galvanise the community across the 3Ps (Private, Public and People) to help Singaporeans embrace digital as a lifelong pursuit and enrich lives through digital technology.
The DfL fund was also set up to support projects and activities promoting digital inclusion, digital literacy and digital wellness. Learn more about the DfL movement at digitalforlife.gov.sg.
About Infocomm Media Development Authority
The Infocomm Media Development Authority (IMDA) leads Singapore's digital transformation by developing a vibrant digital economy and an inclusive digital society. As Architects of Singapore's Digital Future, we foster growth in Infocomm Technology and Media sectors in concert with progressive regulations, harnessing frontier technologies, and developing local talent and digital infrastructure ecosystems to establish Singapore as a digital metropolis.
For more news and information, visit www.imda.gov.sg or follow IMDA on LinkedIn (IMDAsg), Facebook (IMDAsg) and Instagram (@imdasg).
About Tencent
Tencent is a world-leading internet and technology company that develops innovative products and services to improve the quality of life of people around the world. Our communication and social services connect more than one billion people around the world, helping them to keep in touch with friends and family, access transportation, pay for daily necessities, and even be entertained. Our financial technology business covers payment, credit, wealth management and insurance sectors, as we support our partners' business growth and assist their digital upgrade through FinTech and other enterprise services. We also publish some of the world's most popular video games and other high-quality digital content, enriching interactive entertainment experiences for people around the globe. Tencent was founded in Shenzhen, China, in 1998, and has been listed on the Main Board of the Stock Exchange of Hong Kong since 2004.
The launch is marked by the signing of an agreement between IMDA and Tencent to advance healthy digital habits and safe, responsible use of digital technologies among youths, parents, and families.
SINGAPORE, May 2, 2026 /PRNewswire/ -- The Infocomm Media Development Authority (IMDA) and Tencent today jointly launched "Beyond the Screen: Healthy Digital Play", a new digital wellbeing campaign that encourages healthy digital habits by bringing families into the conversation and strengthening real-world connection through healthy gameplay.
The campaign encourages families to bridge the gap between play and purpose through gaming. It showcases how digital play can foster deeper understanding, facilitate balanced routines, and build stronger connections at home.
"Digital spaces are already a natural part of how young people learn, play, and connect today," said Mr Murphy Zhao, Country Manager of Tencent Singapore and Head of Tech Group, Tencent Games. "As a company with deep expertise across digital entertainment and communications, we want to play a constructive role by helping families build meaningful digital habits that extend beyond the screen."
Advancing Family Digital Wellness In Partnership with IMDA
As part of the launch, IMDA and Tencent also signed an agreement to strengthen collaboration on initiatives in digital wellbeing. The agreement was signed by Ms Joanna Lam, Cluster Director for Digital Readiness, IMDA, and Mr Murphy Zhao, Country Manager of Tencent Singapore and Head of Tech Group, Tencent Games. The collaboration builds on Tencent's ongoing cooperation with IMDA, in support of the national Digital for Life (DfL) movement, focusing on promoting online safety and healthy digital habits among youths, parents, and families.
Tencent will co-develop educational content with IMDA, as well as organise four community outreach activities, reaching out to an estimated 4,000 participants. The company will also commit S$ 25,000, which totals to S$ 50,000 with the government's dollar-to-dollar matching, to the DfL Fund. The DfL Fund provides support for projects and activities promoting digital inclusion, digital literacy and digital wellness.
"Ensuring digital wellness is increasingly important, particularly for our children who are digital natives," said Ms Joanna Lam, Cluster Director for Digital Readiness, IMDA. "Tencent has been a DfL partner since 2022, and I thank them for their continued commitment to the DfL cause. We look forward to deepening our collaboration with Tencent to empower parents and youths with practical guidance to build healthy digital habits and navigate the digital world safely together."
Leading the Conversation on Healthy Digital Play
The inaugural Singapore launch event was officiated by Ms Jasmin Lau, Minister of State, Ministry of Digital Development and Information, and also hosted social service organisations from Singapore, Malaysia, Thailand, Indonesia, and the Philippines. At the event, families participated in gamified quiz experiences and took home educational materials designed to transform gaming into healthier routines at home.
The programme also featured a parenting talk that shared practical guidance on utilising games as a bridge for conversation at home. The session highlighted how, when guided by constructive routines, gaming can support the development of soft skills such as communication, teamwork, strategic thinking, and persistence.
During the event's expert insights session, Mr Narasimman S/O Tivasiha Mani, psychotherapist and co-founder of local youth charity Impart, said, "Healthy gaming is not built through one-off rules. It grows through rapport, shared understanding, and everyday conversations. Through a collaborative process between educators, families, and the wider community, it becomes easier to set shared expectations and support balanced habits that carry beyond the screen."
Building a Scalable Digital Wellbeing Framework for Southeast Asia
While digital habits may look different across the region, the underlying need is the same — helping families build healthier, more confident relationships with the digital world.
"Beyond the Screen" is part of Tencent's broader commitment to fostering intentional digital play, equipping youths, parents, and educators with practical resources to build balanced routines, encourage respectful interactions, and strengthen open communication at home.
Insights from the Singapore launch will inform the rollout of the campaign across Southeast Asia in 2026, with local adaptations to meet the needs of diverse communities in the region.
About Digital for Life Movement
A Digital Future for All – In our increasingly digital world, everyone can play a part to help create a more inclusive digital future.
The Digital for Life (DfL) national movement, launched on 8 February 2021, aims to galvanise the community across the 3Ps (Private, Public and People) to help Singaporeans embrace digital as a lifelong pursuit and enrich lives through digital technology.
The DfL fund was also set up to support projects and activities promoting digital inclusion, digital literacy and digital wellness. Learn more about the DfL movement at digitalforlife.gov.sg.
About Infocomm Media Development Authority
The Infocomm Media Development Authority (IMDA) leads Singapore's digital transformation by developing a vibrant digital economy and an inclusive digital society. As Architects of Singapore's Digital Future, we foster growth in Infocomm Technology and Media sectors in concert with progressive regulations, harnessing frontier technologies, and developing local talent and digital infrastructure ecosystems to establish Singapore as a digital metropolis.
For more news and information, visit www.imda.gov.sg or follow IMDA on LinkedIn (IMDAsg), Facebook (IMDAsg) and Instagram (@imdasg).
About Tencent
Tencent is a world-leading internet and technology company that develops innovative products and services to improve the quality of life of people around the world. Our communication and social services connect more than one billion people around the world, helping them to keep in touch with friends and family, access transportation, pay for daily necessities, and even be entertained. Our financial technology business covers payment, credit, wealth management and insurance sectors, as we support our partners' business growth and assist their digital upgrade through FinTech and other enterprise services. We also publish some of the world's most popular video games and other high-quality digital content, enriching interactive entertainment experiences for people around the globe. Tencent was founded in Shenzhen, China, in 1998, and has been listed on the Main Board of the Stock Exchange of Hong Kong since 2004.
** This press release is distributed by PR Newswire through automated distribution system, for which the client assumes full responsibility. **
IMDA and Tencent Debut "Beyond the Screen" to Champion Real-World Connection through Digital Play
IMDA and Tencent Debut "Beyond the Screen" to Champion Real-World Connection through Digital Play
