SINGAPORE, Feb. 28, 2014 — The video has attracted over 2.4 million views on YouTube and been covered in over 40 local and overseas media outlets including an illustrated front page article in The Straits Times.

Tickled Media’s video campaign aimed to establish as the largest parenting network in Singapore. The video was inspired by Singapore prime minister Lee Hsien Loong’s speech at the 2012 National Day Rally encapsulating the pressure surrounding primary school students.

Caption: Screengrab of Super Kancheong Style Music Video.

According to Rayana Pandey, editor of Marketing Magazine, “The inaugural PR awards set the bar high by showcasing some of Singapore’s best PR-led campaigns across 19 categories.” Roshni Mahtani, CEO of Tickled Media added, “Winning the Silver award for Most Creative PR Stunt was a pleasant surprise for us. We would like to thank our loyal readers, the children who volunteered their precious time for the video and the media for all their support during the campaign.”

Caption: (Left) Tickled Media wins Silver for Most Creative PR Stunt (Right) CEO of Tickled Media, Roshni Mahtani at the inaugural PR Awards.

Tickled Media was the only online media house to receive an award at the prestigious PR Awards, which recognises and honours the best of Singapore PR across various communication disciplines. Other nominees for the award included Fiji Water, Jetstar SEA and MTV Asia. More than 70 client-side organisations and about 40 agencies made it to the final round. Winners were selected by a judging panel consisting of senior-level communications practitioners from a wide range of industries including Audrey Mok, General Manager, Head, Corporate Communications, Sony Electronics Asia Pacific and Mark Chakravarty, Communications Director, Global baby, feminine & family care, Procter & Gamble.

Click here to watch theAsianparent’s Super Kancheong Style parody.

About and Tickled Media

Tickled Media Pte Ltd is the largest digital parenting publishing house in Southeast Asia. Headquartered in Singapore since 2009, the company runs, and Their flagship brand, is Southeast Asia’s #1 digital parenting destination and reaches over 1 million mums in the region. The company is backed by venture capital from LionRock Capital, Tigris Capital and prominent angel investors. For more information, please visit
For more information on this press release, please contact:

Ms. Neetu Mirchandani
Vice President of Strategic Alliances & Communications
Tickled Media Pte Ltd
+65 6344 2865
[email protected]