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Ash Be Nimble: Handbag Dyetonator by Ogilvy & Mather Malaysia

Date: May 2017
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Snatch thefts are a rampant threat to Malaysian society, with 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.

Local sportswear brand, Ash Be Nimble, together with Ogilvy & Mather Malaysia have launched a collaboration to mark snatch thieves with the Handbag Dyetonator, the world's first device to mark snatch thieves after they have committed the 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.