Palawan Pawnshop expands VisMin reach with ‘Melason’ endorsement

By Mariela Angella Oladive

Palawan Pawnshop strengthened its expansion in the Visayas and Mindanao (VisMin) market by introducing celebrity couple Melai Cantiveros-Francisco and Jason Francisco, popularly known as “Melason,” as its newest brand ambassadors during its first regional media launch on April 7 in Cebu City.

The event gathered company executives, media partners, and brand representatives, underscoring the firm’s shift toward a more localized marketing approach in one of its strongest customer bases.

The move aligns with Palawan’s push for accessible financial services, guided by its commitment to “sagad agad ang appraisal, mubo ang interes, dako nga uwing cash,” which highlights higher appraisal values, lower interest rates, and greater cash proceeds from pawning transactions.

“The ‘Melason’ tandem was intentional. We think that their authenticity and strong family-oriented image resonates with everyday Filipino clients,” Marketing Manager for Pawning and Jewelry Selling Ilyn Dizon said.

She added that the campaign aims to reflect how ordinary Filipinos make practical financial decisions amid daily challenges, using humor, optimism, and resilience as key cultural touchpoints.

The launch featured the couple’s appearance alongside the screening of the brand’s “Pudotz” campaign video, inspired by Budots dance culture from Mindanao, which drew strong audience engagement during the program.

Their onstage interaction drew enthusiasm from attendees, as the pair shared light moments and personal reflections on their connection to the brand.

Melai and Jason first rose to prominence through a reality television program and have since become one of the country’s most recognized celebrity couples.

Palawan Pawnshop founder and chairman Bobby L. Castro highlighted the importance of VisMin in the company’s growth, recalling its early expansion beyond Palawan and crediting local communities for its sustained success.

He noted that the company started with an initial capital of PHP 40,000 and has since grown into a nationwide network with more than 3,600 branches, 1,935 of which are located in VisMin.

“Our strong presence in the region reflects decades of trust built with communities that continue to rely on pawning and remittance services as part of their daily financial needs,” Castro said.

Meanwhile, President and Chief Executive Officer Karlo M. Castro emphasized that the company’s wide branch network has helped normalize pawning as a practical financial tool for both emergency and routine needs, particularly in far-flung areas where access to formal financial institutions remains limited.

“Pawning has long carried a stigma, but over time, it has become a practical and accepted financial option for many Filipinos managing both urgent and everyday needs,” he said.

He added that digital transformation remains a key thrust of the company, aimed at expanding access to financial services and improving convenience for customers through platforms such as its mobile app and digital offerings.

With the addition of “Melason” to its roster of ambassadors, Palawan Pawnshop continues to reinforce its brand message of stability, reliability, and trust in financial services.

Customers may visit any Palawan Pawnshop–Palawan Express Pera Padala branch nationwide or use the PalawanPay app for digital transactions and remittance services.