Retail chain Puregold has officially partnered with six-member P-pop group ALAMAT as part of its continuing “Nasa Atin Ang Panalo” campaign, an initiative centered on promoting and celebrating Original Pilipino Music (OPM) and Filipino artistry.
The group is composed of Taneo, Mo, Jao, Tomas, R-Ji, and Alas, each representing different regions of the Philippines. Known for their multilingual approach to music, ALAMAT has built a distinct identity in the P-pop scene by incorporating various Philippine languages and cultural references into their songs. Their track “Maharani” is among their most recognized releases, praised for highlighting regional pride across Luzon, Visayas, and Mindanao.
With their inclusion in the campaign, ALAMAT joins a growing roster of prominent Filipino acts previously linked to the initiative, including SB19, BINI, and Ben&Ben.
Puregold’s latest rollout included teaser content featuring ALAMAT, along with clips of the group interacting with members of Ben&Ben at the “Panalo Club.” These behind-the-scenes moments quickly circulated online, drawing strong reactions from fans who praised the collaboration and expressed anticipation for possible joint performances or recordings.
The growing interaction between ALAMAT and other OPM artists has also sparked speculation about future collaborations, brand partnerships, and potential appearances in large-scale music events or campaigns under the Puregold initiative.
Industry observers note that partnerships like this reflect the increasing integration of P-pop acts into mainstream advertising, signaling a wider recognition of Filipino pop music as a commercially viable and culturally significant force.
As the campaign continues, fans are closely watching whether the collaboration will extend beyond promotional content and lead to full musical projects or live OPM showcases featuring multiple artists under one platform.
Written by Jan Gabrielle Visda
Jan Gabrielle Visda is a dedicated campus journalist and contributor. Their insightful writing sparks meaningful conversations and keeps the community informed.
