Maging Magiting started as a project of Ayala Foundation, in partnership with the National Historical Commission of the Philippines (NHCP), to produce the national anthem material to be shown in Ayala Cinemas nationwide in 2016. In line with Ayala group’s brand refresh the same year, the material subliminally featured how Ayala is contributing to nation-building by seeing potential, making businesses better and helping improve lives. It also featured how the conglomerate’s social development arm was serving Filipinos through its community development efforts.
Maging Magiting is now a program that includes flag distribution, values and heritage education, award-giving with institutional partners, and has become the core message of the foundation’s internal and external communication.
Maging Magiting is now a registered trademark of the Intellectual Property Office (IPO) of the Philippines as of January 2020.
Source: Ayala Foundation, Inc.
