Aga Muhlach is Sun Cellular’s biggest, brightest celebrity endorser

In the entertainment industry, it is important for an artist to continuously evolve in order to gain lasting power. Aga Muhlach was one of those who took bold moves in his career and explored his capabilities as an actor—gaining respect from his fans, fellow stars, critics and the viewing public in general.  His continued success in showbiz has led to numerous product endorsements.

A well-rounded individual, Aga is also into other various endeavors—real estate development, furniture, art and paintings, even wakeboarding.

Aga attributes his success to his family. Even though he keeps himself busy with his career, he remains a devoted family man: a loving husband to wife Charlene Gonzales and hands-on dad to their twins, Andres and Atasha.

With how versatile Aga is and with an image loved by people of all ages and social standing, Sun Cellular chose him as their newest and undoubtedly most high-profile celebrity endorser to date, joining young stars Jay-R, Iya Villania and Maja Salvador. Aga was officially presented to the media in a launch held last May 8, flying regional press members to Manila.

Lisset Gamboa, Sun Cellular’s senior vice-president for Marketing, said in a presscon held at Holiday Inn’s Bar One, “Usually what you look for in an endorser is based on his popularity and image. But when chose Aga Muhlach, we went beyond the looks and popularity. He is very professional and he really spent time learning about the brand.”

“Plus, he doesn’t only represent our image, but also our values. Ang Sun Cell at si Aga, names palang bagay na,” said Gamboa, referring to what the name of the actor connotes—bright and warm—like their brand. “We really want to grow nationwide. [As an endorser] Aga cuts across all borders.”

The be-dimpled actor and favorite leading man, for his part, said that what convinced him to be the new face of Sun Cellular was how it promotes a more personal form of communication—calling rather than just texting—with friends and loved ones. “Sun brings the importance of staying connected. Instead of just texting my wife, I can call her.  It’s much more personal to call. Mas masarap pag naririning ko ang boses niya,” said Aga, who calls his wife and kids as his greatest source of inspiration for being supportive in everything that he does.

“Minsan kasi, nawawalan na ng puso ang tao. Today, it’s all just text. ‘Pag nagliligawan, ‘pag nag-uusap ang magkakaibigan, nawawala na yung pag-uusap in person. Iba pa rin yung nag-uusap. Of course, dati ‘pag walang telepono, pupuntahan mo talaga, bibisita ka. Iba talaga yung boses. Iba yung pagkausap mo talaga [sila].”

Add to that, as the actor particularly noted, is the affordability of the network’s rates. “Kahit karpentero, katulong…everyone’s into it. Lahat ng tao gusto maging praktikal. Buong pilipinas ang target market ng Sun.”

Interestingly, Aga was tapped as endorser some years back for another mobile company, but the actor was quick to point out that this partnership with Sun is not about shifting loyalties but it’s taking advantage of an opportunity to be part of the growth of a relatively new brand. “That was three years ago and after that, wala na yun, it’s done. So when I got this offer, first I had to think about it. Is it nice? Is it proper? It’s not all money at the end of the day. If I don’t believe in the product, I won’t do it.”

“I would like to grow with Sun. I’ve seen what the company has done to the local telecoms market. It opened new doors, new possibilities. I saw a promise in Sun. It feels good endorsing a brand that you believe in.”  

The launch also rendered its media guests a preview of Aga’s television commercials for Sun as “Boses ng Barkada” and “Boses ng Pamilya.” The first of the series of commercials started airing following the day of the launch, introducing Aga as the new face of the network brand as well as promoting its most popular flagship permanent service, the Sun Call and Text Unlimited (CTU) 25 that practically offers the most cost-efficient service in town—unlimited calls and texts for one day for only P25. It can be availed through Sun’s electronic loading service Sun Xpress Load and e-pins. Meanwhile, regular load can also be converted to CTU25.

“Sun Cellular is the only operator that offers unlimited calls. For a flat daily rate, our subscribers can call and text other Sun numbers all they want for 24 hours. This is our distinct offer to consumers. Our subscribers are not just limited to texting, they can call all they want,” said Joan Dueñas, Sun Cellular’s AVP for Prepaid Business in a press statement. “The TVC suits Aga best: not only is he a celebrated actor, he is also a noted sportsman, a businessman and a family man. With the many reel and real life roles he plays, it is important that he communicates constantly with his family and colleagues in the business. Sun’s Call & Text Unlimited service allows him to do that. They are all just a phone call away.”