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Sportswear brand Ash Be Nimble unveils crime-busting Handbag Dyetonator

8 May, 2017

Handbag Dyetonator

KUALA LUMPUR, MALAYSIA — Snatch thefts are a rampant threat to Malaysian society. 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.

“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.

Watch the video in this link:

To find out more about the Handbag Dyetonator and view the petition, log on to

About Ash Be Nimble
Hui Mathews launched Ash Be Nimble’s first collection in March 2014, with only 2 sports bras, and 2 running shorts. Today, the rapidly growing company boasts a variety of sports apparel for men, women, children, and even a muslimah range.

Going the extra mile has always been at the heart of Ash Be Nimble. Despite starting off as an active wear brand, founder Hui has gone beyond to do more by hosting community activities such as trail runs, yoga classes, and collaborating with local and international fitness enthusiasts and athletes.

The Handbag Dyetonator is Ash Be Nimble’s latest effort to go even further, and put control back into the hands of women while they pursue the life they deserve.

About Ogilvy & Mather
Ogilvy & Mather is one of the largest marketing communications companies in the world. It was named the Cannes Lions Network of the Year for five consecutive years, 2012, 2013, 2014, 2015 and 2016; the EFFIEs World's Most Effective Agency Network in 2012, 2013 and 2016; and Adweek's Global Agency of the Year in 2016. The company is comprised of industry leading units in the following disciplines: advertising; public relations and public affairs; branding and identity; shopper and retail marketing; health care communications; direct, digital, promotion and relationship marketing; consulting, research and analytics; branded content and entertainment; and specialist communications. O&M services Fortune Global 500 companies as well as local businesses through its network of more than 500 offices in 126 countries. It is a WPP company (NASDAQ: WPPGY). For more information, visit, or follow Ogilvy on Twitter at @OgilvyAsia and on

Press Contact

Greg Carton
Head of Marketing & Communications
Ogilvy & Mather Asia Pacific
Tel: +852 2884 8125

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