StarHub scoops up Orchard Road with unlimited ice cream

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StarHub is turning Orchard Road into a free-ice-cream playground this weekend, bringing its “We got you” brand promise to life.

The telco is giving away unlimited matcha ice cream outside Paragon on Saturday and Sunday (7 and 8 March), from 12pm to 3pm. The cones, served in matching green, mark a human-first activation tied to the launch of the latest Samsung Galaxy, powered by StarHub’s 5G Unlimited+.

Rather than hosting a conventional product launch, StarHub is prioritising real-world moments that reflect the brand’s ethos: unlimited connectivity as a way to enable uninterrupted joy and connection.

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The activation will be amplified across StarHub’s Instagram and Facebook, with influencers and internal communications helping to extend the celebration to the brand’s wider community.

“Branding is a complex discipline. It digs deep into the human soul pushing past what humans need and attempts to grasp what it wants. Sometimes it’s ice cream. This time it’s green ice cream. StarHub sees you," said Peter Callaghan, group creative director at TBWA\Singapore.

MARKETING-INTERACTIVE has reached out for more information.

This weekend’s ice cream activation builds on StarHub’s broader “We got you” brand platform, which debuted in November 2025. Developed with TBWA\Singapore, the platform positions StarHub around connection and peace of mind rather than the usual focus on speed and data. It introduced the Hublings, a cast of all-green, non-speaking characters representing the brand’s promise of reliability and care.

The Hublings fronted a campaign film and featured across social, YouTube, bus wraps, digital screens, and outdoor formats, coinciding with the launch of StarHub’s 5G Unlimited+ plans.

At the time, Jun Shea, VP of consumer marketing at StarHub, described the platform as “our brand promise in action,” while Peter Khoury, chief creative officer at TBWA\ Asia and Singapore, said the Hublings personify StarHub’s consistent and personal dedication in a fun and memorable way.

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