Astro Malaysia encourages Malaysians to connect with tradition through CNY campaign with Naga DDB Tribal

Kuala Lumpur, Malaysia – Astro Malaysia has tapped Naga DDB Tribal to launch its Chinese New Year initiative, titled “All Right! Kudada,” aimed at engaging Malaysian Chinese households during the festive season.

Anchored on the theme “Spark New Celebration, Find New Joy,” the effort seeks to reposition Astro from being viewed primarily as a content provider to a broader entertainment ecosystem that connects families and communities.

According to the company, the theme combines the English phrase “All right!” with the Mandarin expression “酷哒哒 (kù dā dā),” to convey excitement and appeal to younger audiences. A Year of the Horse mascot accompanies the rollout and is available as a limited-edition plush toy in blind packs.

The initiative is being implemented across multiple platforms, including social media and messaging channels, retail activations, and merchandise.

Astro said the effort responds to shifting sentiments around Chinese New Year celebrations, where some Malaysians perceive the occasion as having become routine rather than emotionally meaningful. The company encourages audiences to rediscover connection while practicing cultural traditions.

“Chinese New Year has always been a celebration of togetherness, and today we have an opportunity to reconnect with the warmth and meaning of the season in ways that feel fresh and inspiring. Our CNY campaign this year encourages Malaysians to honour beloved traditions while exploring new expressions of creativity,” said Benjamin Woo, head of group marketing at Astro.

Alvin Teoh, chief creative officer at Naga DDB Tribal, added, “Kudada is our way of visualising the spark that reignites festive joy. It’s bold, expressive, and playful—just like the new generation of celebrations we’re encouraging.”