AutoX Company Limited (AutoX), a leading title loan and revolving credit provider under the ‘Ngern Chaiyo’ brand and part of SCBX Group, has reinforced its brand strategy grounded in consumer insight through the launch of a nationwide Music Marketing campaign in collaboration with RSiam, one of Thailand’s leading music labels. The campaign features the release of “Naen Aok (Chaiyo Lift It Off). By leveraging the emotional power of music and the creative influence of artists, the campaign aims to reflect the financial pressures faced by Thai consumers amid rising living costs, while strengthening Ngern Chaiyo’s relevance and brand recognition in the mass market.
This campaign underscores AutoX’s long-term vision to evolve Ngern Chaiyo beyond the traditional role of a lender into a Trusted Partner that supports livelihoods, standing alongside Thai people at every stage of life. It reflects the company’s commitment to easing financial stress during periods of economic volatility and helping individuals regain confidence to move forward.
Mr. Manop Sengiambut, Chief Executive Officer of Auto X Company Limited (AutoX), stated, “At a time when many individuals are experiencing heightened financial uncertainty and the pressure of rising expenses, Ngern Chaiyo places strong emphasis on brand communication rooted in a genuine understanding of consumer realities. Our objective extends beyond delivering financial products—we aim to be a trusted partner that supports livelihoods. Through this Music Marketing campaign, we reaffirm our commitment to providing practical financial solutions that help customers overcome challenging periods and progress with confidence.”
Ms. Nongluk Ngamroj, Chief Multimedia & Entertainment Officer of Channel 8, said, “RSiam brings deep expertise in entertainment content and long-standing collaboration with artists. We firmly believe in the power of music and artists to connect authentically with people’s emotions and lived experiences. This collaboration with AutoX and Ngern Chaiyo demonstrates how the strengths of the entertainment industry can be strategically integrated with brand objectives. By leveraging familiar artists and well-known music, the campaign delivers messages that are clear, sincere, and capable of reaching a broad audience with meaningful impact.”
The campaign includes the official release of “Naen Aok (Chaiyo Lift It Off),” performed by Tonkao RSiam, accompanied by a short music video distributed across Ngern Chaiyo’s and RSiam’s digital platforms. It is further supported by a combination of online and offline engagement activities, including the “Naen Aok Roadshow (Chaiyo Lift It Off)”, which will travel nationwide, as well as the TikTok Dance Challenge (#DanceDeeMeeChaiyo) offering more than 200 prizes, including gold necklaces, to encourage participation and expand audience reach.
In addition, the campaign is amplified through collaboration with artists, key opinion leaders, and a nationwide network of more than 2,000 Ngern Chaiyo branch staff, reinforcing the brand’s connection with local communities and strengthening its position as an accessible and trusted financial partner throughout Thailand.
Ngern Chaiyo provides title loans against vehicle registrations for all vehicle types, land title deeds, and refinancing services, featuring simplified application processes, fast approvals, and credit limits of up to THB 5,000,000*. Customers also receive access to the Ngern Chaiyo Card, a revolving credit facility designed to support financial needs when life circumstances are unpredictable.
The song “Naen Aok (Chaiyo Lift It Off)” and related campaign activities are now available across all Ngern Chaiyo and RSiam digital platforms.
*Terms and conditions apply as determined by the company.
