Creative sparks flew at Mahidol University International College (MUIC) on March 23, 2026, as students battled to craft the next big advertising campaign for the iconic Mali milk brand.
Hosted by MUIC’s Career Insights Club, the “Mali Hackathon 2026 x The AD-Venture” challenged 40 students to innovate under the theme "Where Flavour Meets Innovation."
The event, sponsored by The Thai Dairy Industry Co., Ltd. (maker of the Mali milk brand), provided a high-stakes platform for students to gain real-world experience in communication strategy and content creation.
Opening remarks from Ajarn Wimonsiri Hemtanon, MUIC’s Associate Dean for Student Affairs; and Mr. Pitchayatep Yuktasevi, Mali’s Deputy Managing Director, inspired the competitors. The five teams then presented their groundbreaking ideas to a panel of expert judges.
The pitches showcased a wide range of creativity. One team proposed a "human-centered" campaign based on Menus, Moods, and Moments, while another envisioned a futuristic robotic vendor for customized drinks. A third focused on community building through social media games. The judges provided sharp, industry-level feedback, questioning one team on practical Gen Z engagement, another on the technical feasibility and sales conversion of their high-tech concept and another team on how Mali products can be integrated into the proposed activities.
After intense deliberation, Team ไฟนาเบิน from Chulalongkorn University clinched the top prize of 20,000 THB for their winning pitch. Fellow Chulalongkorn team, Karoline, secured the 1st Runner-up spot and a 10,000 THB prize. Team JiiP from Mahidol University’s Kanchanaburi Campus celebrated a double victory, earning the 2nd Runner-up prize of 7,000 THB and winning the Popular Vote for an additional 3,000 THB. The event successfully bridged the gap between academic theory and professional practice, giving students a taste of the fast-paced world of advertising.
