Sportswear brand Ash Be Nimble + O&M Malaysia unveil crime-busting handbag dyetonator

Handbag Dyetonator.jpgSnatch thefts are a common crime in Malaysian. In January 2016, 365 cases were reported in the Dang Wangi district of Kuala Lumpur alone. That same year, snatch thefts increased 36% nationwide.

The most common targets of snatch thefts are women walking alone. Victims lose more than their possessions - they are often injured, or even killed as a result of the attacks. Yet, because the culprits strike fast and disappear on motorbikes, they are rarely caught.

Locally-grown sportswear brand Ash Be Nimble, which holds empowering women at its core, aims to change that with its latest collaboration with Ogilvy & Mather Malaysia.

The Handbag Dyetonator is the world's first device designed to mark snatch thieves after they've committed a crime.

Masked as an inconspicuous handbag accessory, it can be remotely detonated via an SMS from any phone. It then releases coloured dye and a smoke flare, marking the thief permanently and making it easy for police to spot and apprehend him.

Handbag Dyetonator3.jpg"We've always believe in empowering women and going the extra mile. We hope that the Handbag Dyetonator will act as a deterrent to snatch thieves." says Hui Mathews, founder of Ash Be Nimble.

However, despite the prevalence and severity of snatch thefts in Malaysia, there are currently no specific laws in place for those convicted of such crimes.

In the effort to further protect women, Ash Be Nimble has also partnered with the National Council of Women's Organisations Malaysia (NCWO) on a petition to call for stricter laws on snatch thefts in order to further deter anyone from committing such a crime.


Jajaja said:

and my phone is in my bag....

not a hater, just an observer said:

so a woman will be calm and collected to activate it after being dragged by a snatch theft? nice.

Also, very informational for the snatch theft. now they know which target they should go after.

Another observer said:

If a woman is not talking on her phone it's very likely to be in her hand bag.

Option 1 for thief ~ Snatch the bag. Grab the wallet and any valuables. Drop the bag and carry on driving.

Option 2 for thief ~ Snatch the bag. Unlatch or cut off the handbag accessory and throw it away.

Common sense said:

This is a big fail. Hope there aren't any judges stupid enough to give it an award.

michael said:

Painful, painful rubbish

So many holes in the application of this device, so probably best that it is just scam. I almost feel sorry for the creatives who have to work on this crap.

"What did you do at work today?"

How about this ? said:

Here's an idea.
We tag all award trophies with a device that can be remotely detonated to explode in shocking pink paint one year after it's given if it's proven to be a scam.
I can imagine the lobby and trophy counters of many agencies splashed in this shade of shame.
I call it the Cannes Cancer Catcher.

neKo said:

Smart idea. Just needs some fine-tuning. All those who comment negatively should expend their energy in this direction instead of so.

Johnny said:


What are you on about? Who wakes up 5 in the morning to post comments? Before your early morning cycling?

michael said:


Fine tuning? What, you mean change the idea so that:
a. It works
b. It has real world value
c. It's not a shocking piece of f#cking scam

I seem to remember Grey defending iSee by saying it just needed fine tuning. How about fine tuning BEFORE you start promoting it? What other industry would put out a concept or prototype as a supposed market-ready device? (Of course, we know there is no 'market' and barely a 'device').

Attitudes like yours are what is driving the ad industry down

I'm still in shock that Ogilvy is promoting this. Sign of deep desperation when even your scam work is this pointless.

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