Kuala Lumpur, Malaysia – Astro has partnered with creative agency Naga DDB Tribal on the marketing campaign for its latest Astro Original series, The Exiled, which reinterprets the Hong Kong gangster drama genre through a Malaysian setting.
The Exiled centres on the Yi He triad, where internal conflict emerges after Bing Jie, the widow of the group’s former leader, attempts to reform the organisation. Her efforts place her at odds with supporters of Ah Han, the second-in-command, resulting in a power struggle that explores themes of fate, loyalty and choice. These themes underpin the campaign’s central idea, “Forge Your Own Fate | 我的命 我来 定.”
To promote the series ahead of its 14 December premiere, Naga DDB Tribal organised a live activation at the Taman Connaught Pasar Malam. The night market was used as the setting for a staged confrontation between two Yi He factions, which escalated with the arrival of characters Bing Jie and Han Gor and their respective groups. The activation was designed to blur the line between performance and reality, drawing reactions from shoppers and generating online discussion as onlookers recorded and shared the scene.
“If we wanted people to care about the Yi He story, we first needed to make them feel it up close,” said Alvin Teoh, chief creative officer at Naga DDB Tribal. “So we brought the world of The Exiled directly to the streets – loud, bold, and impossible to ignore.”
Astro and members of the cast supported the activation with social media teasers to extend its reach ahead of the series launch.
During the event, triad-style flags and DVD-inspired flyers were distributed around the market. Each item featured QR codes that linked to character viewpoints and the official trailer, offering additional context around the show’s narrative and themes.
Footage from the activation was captured using hidden cameras and later edited into a PR film highlighting public reactions. According to the organisers, the approach aimed to translate the live experience into shareable digital content.
“This campaign reflects our ambition to elevate Malaysian storytelling. The Exiled blends international talent with local flavour, and the activation by Naga DDB Tribal captured that spirit beautifully. By bringing the tension of the Yi He triad to life on the streets, we were able to spark genuine curiosity and set the stage for a powerful premiere,” said Benjamin Woo, head of group marketing at Astro.
