Palawan Pawnshop showcased the couple ambassadors, Melai Cantiveros-Francisco and Jason Francisco, at its first-ever VisMin regional media event in Cebu City.
The leading and most trusted “sanglaan,” Palawan Pawnshop, officially introduced Melai Cantiveros-Francisco and Jason Francisco as its newest couple brand ambassadors during a vibrant and meaningful gathering in Cebu City. The occasion brought together key executives, media partners, and brand representatives, marking the company’s first-ever regional media event in the Visayas and Mindanao (VisMin) region, a step toward a more localized, community-centered approach in one of its most important markets. This initiative supports its goal of providing “sagad agad ang appraisal, mubo ang interes, dako nga uwing cash” (higher appraisal values, lower interest rates, and bigger cash in hand) for every transaction.
Ilyn Dizon, Marketing Manager for Pawning and Jewelry Selling, explained that the selection of Melai and Jason was intentional, as they embody authenticity, resilience, and family-oriented values, qualities that strongly resonate with Palawan Group’s core audience. She noted that the campaign seeks to present a more grounded and humanized perspective on financial decision-making, reflecting how everyday Filipinos navigate challenges with practicality, optimism, and humor. By partnering with personalities who genuinely reflect these traits, the Palawan Group strengthens its connection with communities, particularly in the VisMin region.
The highlight of the program was the couple’s appearance, which was met with excitement and energy, especially following the screening of the company’s lively “Pudotz” campaign video, inspired by the Budots dance culture that originated in Mindanao. Their natural chemistry and humor lit up the stage as they shared candid insights into their personal connection with the brand, making the launch feel both celebratory and deeply relatable. They first won hearts in the Pinoy Big Brother house and have since grown into one of the country’s most beloved power couples, sharing a family journey that resonates with many Filipinos. Now officially introduced as Palawan Group’s newest ambassadors in VisMin, they share the brand’s values: trust, reliability, and a strong connection with Filipino families, reflecting the principles Palawan Group has upheld for decades.
Melai Cantiveros and Jason Francisco highlighted that the Palawan Pawnshop has been a dependable partner in meeting family needs and promoting pawning as a practical, stigma-free financial solution for Filipinos.
Cantiveros and Francisco spoke openly about how pawnshop services had been part of her family’s journey, particularly in supporting essential needs like education, sharing that her firsthand experiences shaped her trust in the brand long before she became an ambassador. Francisco highlighted the consistency and dependability of the Palawan Group’s services, emphasizing that trust is built over time through real experiences. Together, they reinforced that pawning, when used responsibly, is a practical and empowering financial tool, one that should not be stigmatized but understood as a smart and accessible option for many Filipinos navigating life’s challenges.
A central message of the event was the company’s ongoing effort to shift perceptions around pawning. Karlo M. Castro, President and CEO of the Palawan Group of Companies, explained that “Pawning is simply a financial tool. It is a practical, secure, and immediate way to access cash, much like any loan, using gold jewelry as collateral. It empowers individuals to unlock the value of what they already own without long processes or complicated requirements. Our customers come from all walks of life, from small business owners needing quick capital, to parents managing household needs, to individuals seizing opportunities. At the Palawan Group of Companies, we believe it’s time to debunk these myths and change the narrative. Pawning is not about status. Instead, it is about smart, accessible financial choices.”
Discussed during the media roundtable was how Palawan Pawnshop continues to advance financial inclusion in VisMin and across the country through its extensive branch network, making pawning more accessible and widely accepted as a practical, everyday solution for immediate financial needs.
Part of what has strengthened this perception is the accessibility of Palawan Pawnshop across the country, particularly in VisMin, where a significant portion of its branch network is located. With this wide reach spanning both urban centers and far-flung communities, the service has become deeply integrated into the everyday financial routines of many Filipinos. This physical presence ensures that customers can easily access immediate financial support without having to navigate complicated systems or long waiting periods. Over time, this accessibility has helped normalize pawning as a practical financial solution rather than an exceptional or last-resort measure. In many VisMin communities and beyond, it has become part of the regular financial toolkit used by individuals and families managing both planned and unexpected needs.
Bobby L. Castro, Founder and Chairman of Palawan Group, also added the significance of Cebu and the broader VisMin region in the company’s growth story, emphasizing how decades of trust from local communities have shaped Palawan Group into the institution it is today. He shared the company’s humble beginnings, recalling how it started with just ₱40,000 in capital and steadily grew through the trust and support of Filipino communities. He highlighted the company’s deep roots in the Visayas and Mindanao, where Palawan first expanded outside Palawan, noting that today, 1,935 of its over 3,600 branches are located across the region, underscoring its strong market presence and enduring connection with VisMin customers.
Palawan Group executives namely, Karlo M. Castro, President and CEO; Bobby L. Castro, Founder and Chairman; Ilyn Dizon, Marketing Manager for Pawning and Jewelry Selling; Bernard Kaibigan, Chief Marketing Officer, together with the power couple, ‘Melason’.
With the addition of Melai and Jason, affectionately known as ‘Melason,’ to its growing roster of ambassadors alongside notable personalities such as Marian Rivera and Benjie Paras, the Palawan Group of Companies enters a new chapter in its brand story. As it continues to expand and strengthen its footprint in VisMin and across the country, the company remains committed to its core promise of lig-on, malauman, masaligan (stable, reliable, and trustworthy) delivering not just financial services, but meaningful support to Filipino families navigating everyday life.
Visit any of the over 3,600 Palawan Pawnshop-Palawan Express Pera Padala branches nationwide or download the PalawanPay app to experience convenient, reliable, and hassle-free financial services anytime, anywhere.
ABOUT PALAWAN GROUP OF COMPANIES:
The Palawan Group of Companies has been a trusted partner of Filipinos for four decades. Its products and services include Palawan Pawnshop, Palawan Pawnshop Jewelry, Palawan Express Pera Padala (Domestic and International), Palawan ProtekTODO, Palawan Gold, Palawan for Business, Palawan Credit, and its e-wallet arm, PalawanPay, which is now trusted by 22 million Filipinos.
Today, the Palawan Group is one of the country’s fastest-growing financial institutions and the market leader in pawning and remittance, with over 70,000 branches, Pera Padala outlets, and PalawanPay Money Shops nationwide. It is trusted by millions of Sukis for services that are mura, mabilis, at walang kuskos balungos (affordable, reliable, and hassle-free).
Staying true to its bricktech approach, the company introduced PalawanPay to give Sukis the flexibility to transact anytime, anywhere — pwede sa branch, pwede sa app. Beyond remittances, PalawanPay also provides convenient access to bill payments, mobile load top-ups, pawn renewals, QR Ph scan-to-pay transactions, and gold and jewelry purchases.
The Palawan Group of Companies operates under the supervision of the Bangko Sentral ng Pilipinas (BSP).
For more information, go to Palawan Pawnshop and PalawanPay Websites.
MEDIA CONTACTS:
| JEFF DIMAANO Integrated Marketing Communications Head Palawan Group of Companies email: jbcdimaano@palawanpawnshop.com | APRYL ROSE GALANG Browne Communications Inc. email: media@brownecomm.com |
