DBS, GrabPay, and Maggi recorded the highest increases in Ad Awareness among Singapore consumers in August, according to data from YouGov BrandIndex. Ad Awareness measures the percentage of consumers who have seen an advertisement for a brand in the past two weeks.

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DBS recorded the largest increase in Ad Awareness, rising from 21.8% on July 30 to 30.2% on August 23, an increase of 8.4 percentage points. The increase aligns with two campaigns active during the period. From August 1 to 3, DBS ran SG60, a 60-hour TikTok livestream featuring local brands, supported by public talks and mobile activations. Earlier, in July, DBS launched a retail partnership across over 680 outlets—including Cold Storage, Guardian, and 7-Eleven—offering cardholders exclusive savings and rebates.

GrabPay followed with a 7.4 percentage point increase, moving from 5.1% on July 28 to 12.6% on August 18. The lift coincided with the ongoing GrabPay/PayLater promotions.

Maggi came third with a 7.3 percentage point increase, rising from 13.5% on August 8 to 20.8% on August 25.

Methodology: BrandIndex collects data on thousands of brands every day. A brand’s Ad Awareness score is based on the question: “Which of the following consumer brands have you seen an advertisement for in the past two weeks?” and delivered as a percentage. The data is based on the interviews of Singaporean adults aged 18+ between 26 July and 25 August 2025