Kuala Lumpur, Malaysia – If you’ve ever sung your heart out at a Malaysian karaoke session, chances are you’ve belted out Belaian Jiwa. Now, Nando’s Malaysia is giving the beloved 90s classic a spicy twist in its latest campaign that celebrates its passion for flame-grilled PERi-PERi chicken.
Titled ‘InnuNando’s’, the campaign reinterprets Belaian Jiwa into a cheeky, heartfelt tribute to the love and craftsmanship behind every Nando’s meal. The reimagined ballad takes centre stage in a playful yet soulful music video that highlights the meticulous preparation process — from 24-hour marination to flame-grilling — all done with flair by the brand’s dedicated grillers, affectionately known as Nandocas.
Set inside a Nando’s outlet, the video follows one such Nandoca as he pours his heart into the craft, surrounded by marinade, open flames, and the unmistakable energy of a kitchen that takes pride in its work. The film blends humour, passion, and authenticity, staying true to Nando’s signature style.
The campaign was developed in collaboration with Chariot Agency, helmed by director Aiman Aliff of Director’s Think Tank, with audio production by Pitch Audio+Magic. More than just a tribute, the music video also doubles as an interactive experience: fans are invited to spot hidden codes throughout the video — some real, some decoys — and enter them on the Gold Standard Chicken website for a chance to win free Nando’s meals.
In-store customers can join the fun too, by scanning QR codes on table talkers or Chicken Flags to rate their PERi-PERi chicken and win additional rewards.
Part of Nando’s new brand platform, “That’s a Nando’s Thing,” the campaign reinforces what has long set the restaurant apart — a genuine love for great food, made with care, heat, and a touch of humour.
With InnuNando’s, the brand adds a fiery new verse to a classic Malaysian melody — and reminds fans that when it comes to PERi-PERi passion, nobody does it quite like Nando’s.
Chai Hui Fung, chief commercial officer at Nando’s Malaysia, said, “At Nando’s, we’ve always believed that great chicken starts with great people. This campaign was our way of spotlighting the heart, craft, and care that go into every flame-grilled PERi-PERi chicken – something we call the Gold Standard. InnuNando’s may be playful, but it carries a real message: our chicken isn’t just grilled, it’s lovingly crafted by Nandocas who take pride in every step. And what better way to express that than through a song that every Malaysian knows speaks of love?”
Meanwhile, Christyna Fong, creative director at Chariot Agency, commented, “We could’ve written a new ballad (we did!), but nothing hit the spot quite like Belaian Jiwa. It’s timeless, emotional, and instantly recognisable. It just made sense – the ultimate love song, for the ultimate love: great chicken.”
