Kuala Lumpur, Malaysia – What happens when the line between fiction and reality is blurred? Astro, Talon Creative, and Mindshare brought that question to life with a promotion for the highly anticipated second season of Astro Originals’ series ‘One Cent Thief.’ With a daring antihero at its heart, the narrative spills off screen and into the real world with a bold campaign that pushes the limits of immersive entertainment.
As part of the promotion campaign, various major platforms were hacked, seized and hijacked, pulling unsuspecting audiences into the world and theme of One Cent Thief Season 2.
The series of disruptions started during the New Year’s Eve countdown. A 30,000 strong crowd at Konsert Countdown MeleTOP 2025 were left baffled as Digital Karma – the protagonist of ‘One Cent Thief’ season 2 hijacked the stage. It then proceeded to the digital space via page takeovers and website skinners.
The gravitas of the situation increased when multiple billboards at Bukit Bintang displayed cryptic messages about the villainess, Ibu Zara. Afterwards, protagonist Iman Shah gave a fiery speech condemning Ibu Zara on top of Bangunan Yayasan Selang before jumping off the 8th floor while being pursued by special force Every action taken further immersed the audience into the world of One Cent Thief, climaxing with Iman Shah declaring – ‘I will expose everything.’
Benjamin Woo, vice president of product marketing at Astro, believes that Astro’s ability to bring a first-class entertainment experience to fans is not only what keeps the brand strong but also how it’s brought to life.
“As Malaysia’s leading content and entertainment provider, we’re honoured to champion local stories and talent. We are committed to pushing boundaries and creating immersive experiences that go beyond the screen, bringing Malaysian narratives to life in exciting and innovative ways,” he stated.
Meanwhile, Gavin Teoh, managing director at Talon Creative, commented, “We’ve always believed that entertainment in communications has the power to captivate. And by integrating the story into everyday life, the campaign challenges traditional advertising and invites the audience to become part of the entertainment.”
Lastly, Ang Ching Wen, business director at Mindshare, stated, “Our immersive media activation for One Cent Thief Season 2 seamlessly blended content with the storyline, thrilling fans and sparking wider curiosity. For two hours, Bukit Bintang screens came alive with real-time surprises, making the experience truly unforgettable.”
