The (CBAA) at De La Salle University–Dasmariñas (DLSU-D) successfully concluded LIKHA 2025: “Kislap ng Kultura at Malikhaing Diwa,” the fifth edition of its annual culminating event for 4th-year Marketing students. Held on November 28 (Friday), from 1:00–5:00 PM at Bliss & Flair Commercial Building, Greenbreeze Village 1, Barangay Langkaan 2, Dasmariñas, Cavite, this year’s celebration showcased students’ marketing campaigns and commitment to community empowerment through a Filipino fiesta-themed program.
Now in its fifth year, LIKHA continues to bridge academic learning with real-world experience through a Service Learning framework. In partnership with the Office of the Provincial Cooperatives Development Officer (OPCDO), the initiative pairs 4th-year Marketing students with Cavite-based Micro, Small, and Medium Enterprises (MSMEs), allowing students to serve as marketing communications experts, developing and executing Integrated Marketing Communications campaigns to support their partner MSMEs’ brand presence, market positioning, and community visibility. The event also reinforces DLSU-D’s advocacy for socially responsible marketing under Project HANGO.
Heavenly Chef “The Heavenly Food Creations”: A Taste of Home, Made Healthier
This year, LIKHA 2025: “Kislap ng Kultura at Malikhaing Diwa” placed the spotlight on Heavenly Chef “The Heavenly Food Creations”, a Dasmariñas-based food enterprise founded in 2023 by Mrs. Rosario G. Pelino.
The brand reimagines the Filipino handaan classic, pancit canton, through preservative-free noodles made from real vegetables, including Kalabasa, Malunggay, Remolatsa, and Carrot variants. The business, supported by the OPCDO, has steadily expanded its reach while promoting healthier and more accessible food choices for Filipino families.
Through LIKHA, the brand received a media launch amplified by student-led marketing campaigns, further boosting its visibility in the growing Cavite MSME landscape.
A Meaningful Culmination of Lasallian Service
A major highlight of LIKHA 2025 was the Integrated Marketing Communications (IMC) Competition, where student teams presented their campaigns that blended traditional and digital strategies with interactive exhibits.
This year’s standout achievements included Team Sidlak Strategists (MKA41), which emerged as Overall Champion with their “Pan-see-it to Believe It” campaign that swept multiple categories, namely Best Digital Video, Best Digital Campaign, and Best Traditional Campaign. Meanwhile, Team Tanyag Thinkers (MKA42) earned the Best IMC Plan for their strategically grounded and insight-driven “Heavenly Good For Me” campaign.
Beyond the competition, LIKHA 2025 embodies the Lasallian spirit of faith, service, and communion, empowering students to become catalysts of creativity and compassion in the real world. By supporting Heavenly Chef “The Heavenly Food Creations” and engaging directly with Cavite’s local entrepreneurs, students not only strengthened their professional capabilities but also contributed meaningfully to the development and visibility of Cavite’s MSME sector.