Kathryn renews partnership with leading consumer electronics brand
Box-office star Kathryn Bernardo officially renewed her contract with TCL Electronics, one of the world’s top TV brands and a global leader in consumer electronics, marking a significant milestone as the company celebrates its 25th year in the Philippines.
The star-studded event, held last January 23 at Studio Simula, was attended by key TCL executives Deputy Marketing Director Shae Xiaoling Yu and Brand manager Joseph Cernitchez.
Representing Kathryn were co-managers Lulu Romero and Kali Vidanes, account manager of VCM The Celebrity Source, the agency instrumental in forging and sustaining the collaboration.
“This partnership is built on authenticity,” said Cernitchez. “We’re thrilled to celebrate Kathryn’s third year with TCL. Her genuine connection with the Filipino audience and her influence as a trusted icon have made her a perfect fit to champion our message of ‘Inspire Greatness’.”
Kathryn, glowing with gratitude, emphasized how TCL has positively impacted not only her personal life but also the lives of many Filipinos.
“I’m incredibly happy to have contributed to TCL’s rise to the top. I’ve personally experienced the quality of their products — and they truly make life better,” the actress shared. “I especially love my TCL QLED Pro TV. It helps me relax, bond with family and enjoy my downtime despite my hectic schedule.”
She continued to praise the brand’s thoughtful design, highlighting its accessibility and relevance to the modern Filipino lifestyle.
“TCL products are made with us Filipinos in mind. Whether it’s for entertainment, work, or staying connected — TCL continues to innovate in ways that make technology truly part of our daily lives.”
Now entering its third year, Kathryn and TCL’s partnership has become one of the most effective celebrity-brand collaborations in the country. Kathryn once again takes center stage in TCL’s upcoming campaigns for its flagship product lines — TVs, washing machines, air conditioners and refrigerators — bringing smart, stylish and eco-conscious solutions to homes nationwide.
“2025 is going to be an exciting year,” added Cernitchez. “And having Kathryn with us — someone who embodies the spirit of greatness — is something we’re proud of. Expect bigger campaigns and even more groundbreaking products ahead.”
Behind every great partnership is a visionary force, and in this case, that’s VCM The Celebrity Source. With over 30 years of expertise in brand strategy, celebrity management and influencer marketing, VCM played a pivotal role in connecting TCL with the perfect brand ambassador in Kathryn Bernardo.
Founded by Elizabeth “Betchay” Alviar-Vidanes, VCM has become the go-to agency for building authentic, results-driven collaborations between brands and top-tier talents.
Their unmatched experience and eye for perfect celebrity-brand fit have positioned them as a trailblazer in the local endorsement scene.
From Senator Robin and Mariel Padilla to Miss World Megan Young and husband Mikael Daez, Emilio Daez, power couple Juancho Trivino and Joyce Pring, Kapuso actress Jasmine Curtis Smith, and now Kathryn with TCL, VCM continues to shape the future of celebrity marketing in the Philippines —delivering not just partnerships, but powerful stories of success.
Now entering a new chapter, VCM is preparing for a seamless generational transition with Kali Vidanes poised to take the lead.
With a strong background in influencer marketing, client servicing and brand management, Kali brings fresh energy and a modern lens to the company’s legacy of excellence.
Armed with an MBA in Marketing Management from the Asian Institute of Management and hands-on experience as account manager at VCM, he is set to build on the company’s solid foundation while steering it into the future of digital and influencer-led partnerships.
