leading credit card company is attempting to tap into a
growing group of big spenders--gays and lesbians. A
recently released TV commercial by Krungthai Card
(KTC) has caused a stir with its provocative gay
undertones, according to the Star Online.
titled "Stand Up...Say I Am," depicts a hip Bangkok
bar where a ravishing Thai woman looks flirtatiously into
her handsome neighbor's eyes. Who are you? she
thinks as the Thai man meets her gaze. The audience is then
cycled through a series of sexualized possibilities:
the woman sleeping in bed, with the man watching her;
the man admiring himself in a bathroom mirror; the two
dancing; and the man lounging in a sauna with a handful of
hunky men. Back at the bar, as the woman leans in to
kiss him, she notices that he is staring lustfully at
someone behind her. She slowly turns her head to see a
man seductively raising an eyebrow at her would-be lover.
Then a voice-over
declares, "I am...KTC Titanium MasterCard."
The ad is
targeted at gay consumers--jokingly called the "pink
baht market"--confirmed Niwatt Chittalarn,
president and CEO of KTC, to The Star Online. But it is also
aimed at the growing "metrosexual" market. In that
past few years, metrosexuality has become increasingly
trendy in cosmopolitan Bangkok.
When KTC studied
the gay and metrosexual populations, it found that they
were big spenders. Five months ago the company decided to
tap this lucrative market.
changing, Chittalarn explained to the Star Online.
"One day you sit down with your friend and he
influences you to appreciate fusion food, yoga, male
cosmetics, or stylish spectacles," he says.
"Men living in big cities like Bangkok,
Singapore, and Kuala Lumpur are now adopting a more
KTC is known for
targeting niche markets, providing close to 100 cards
cobranded with other companies, such as the KTC Bangkok
Hospital Group Visa Platinum, the KTC Mazda Titanium
MasterCard, and the KTC Bangkok Airways Titanium
MasterCard. (The Advocate)