Ash Be Nimble and Ogilvy Mathers Malaysia Create Anti-Bag Snatching Device

The new bag accessory that deters snatch thieves.


Ash Be Nimble and Ogilvy Mathers Malaysia Create Anti-Bag Snatching Device
Ash Be Nimble and Ogilvy Mathers Malaysia

With the rise of snatch theft crimes, local activewear brand Ash Be Nimble and Ogilvy & Mather Malaysia have joined forces and created the Dyetonator.

What exactly is a Dyetonator and what does it do? Essentially, it’s a handbag accessory that Ash Be Nimble has in the makes that can be remotely activated from any mobile phone if someone’s handbag has been snatched. The user sends a designated activation code via text message to the device, which causes the device to “explode” and cover the snatch thief in coloured indelible dye, making it easier for people to identify and apprehend the culprit. The device also allows you to track your bag’s location—all you have to do is charge it for two hours for the battery to last up to five days.

We asked Ash Be Nimble to explain to us more about what the Dyetonator is about, and here’s what we know…

How did the idea for the Handbag Dyetonator come about?

It stemmed from the rampant cases of snatch thefts in Malaysia. It was just getting out of hand. It wasn’t only evident in the rising statistics; women were feeling threatened, afraid and hesitant to go outdoors. As a homegrown sportswear brand that advocates a healthy and active lifestyle, we knew we had to do something.

How does the Handbag Dyetonator fit into what Ash Be Nimble stands for?

Ash Be Nimble believes in supporting the everyday woman who shares the same passion to stay fit and healthy. Staying true to our motto, “Where fitness knows no borders, boundaries or body types”, the Handbag Dyetonator helps women feel empowered to go outdoors, get active and live their lives as they wish, without barriers.

What is people’s reaction to the Dyetonator thus far? Would you have to get clearance from authorities since it has an exploding component?

The Handbag Dyetonator is in its beta phase. At this stage, we are still working on improving it and therefore, it is not available to the public yet. While the Handbag Dyetonator aims to be a deterrent to snatch thieves, more importantly, we want to start the conversation about women’s safety in Malaysia and create awareness about how women are being targeted in petty crimes, causing them to feel unsafe on the streets. Ultimately, we want to rally Malaysians to petition for stricter laws for snatch thieves, so they don’t repeat the crime.

What if it detonates in the bag accidentally and I need to wash it out?

The coloured dye is made of coloured powder which can be washed out of most materials.

Where can I get the Handbag Dyetonator?

The Handbag Dyetonator is still in its beta phase; we are still conducting trials and working to improve it. At this stage, it is not yet available to the public but you may sign up for a trial or register your interest to be on the waiting list. The demand for Handbag Dyetonator will greatly determine the price, availability and other factors of the device.

You can sign up to be on their waitlist so you’ll be the first to get your hands on this new innovation.

What do you think of this new device and what it can do for the victims of snatch thefts? Let us know in the comments section below!


Women's Health Malaysia