Tag: Malaysia

Kuala Lumpur, Malaysia – National payments system Payments Network Malaysia Sdn Bhd (PayNet) has recently appointed Daphne Lourdes as its new director of product and partner marketing. Daphne joins PayNet following a three-year stint with regional buy-now-pay-later (BNPL) platform Atome.

In a quick conversation by Daphne with MARKETECH APAC, she stated that she is eager and energised to do her part in empowering Malaysia’s digital economy.

“As director of product and partner marketing, I will be leading a team in planning and implementing strategic marketing initiatives to drive PayNet’s products’ brand awareness, adoption and growth together with our partners, through joint marketing plans and co-branded initiatives,” she said.

Daphne added, “This involves crafting product go-to-market strategies, positioning and messaging, as well as identifying key market opportunities, such as supporting rural and sub-urban digital payments development.”

Daphne was most recently the general manager for Atome Malaysia from 2022 to earlier this year. During her stint, she led the in-country commercial team (marketing, merchant success, operations), responsible for driving Atome’s growth in Malaysia. 

She also served as the brand’s head of marketing for Malaysia, where she led the full-funnel consumer marketing planning and implementation for Atome Malaysia, from driving brand awareness and traffic to acquisition & conversions. Moreover, she also led a strong focus on cross-functional collaboration to grow together with merchant partners.

Speaking on her move from Atome to PayNet, Daphne said, “With curiosity and an open mind. I don’t think of it so much as “carrying over” my past experiences, but rather drawing inspiration and key learnings from the wins and losses I’ve encountered over the last 15+ years as a marketer.”

She added, “I’ve also come to understand my own style of servant leadership better and strive to inculcate a culture of grit and collaboration amongst my team. With the latter being exceedingly vital in building successful long-term partnerships.”

Daphne’s appointment comes amidst a slew of partnerships done by the payment platform across multiple financial institutions, such as with Ant International for SME support, Swipey to improve payment channels for SMEs, CelcomDigi for improved security on DuitNow Payments, and Hong Leong Islamic Bank for a new fintech ecosystem for Muslims.

Kuala Lumpur, Malaysia – With Hari Raya/Eid al-Fitri being a time of renewal, reflection, and celebration, Guardian Malaysia and creative agency FCB SHOUT invite Malaysians to embrace their own journey of self-care and transformation, not just for the occasion but for their overall well-being via their latest campaign, ‘Serlahkan peRAYAanmu dengan guardian’ (Own Your Raya Celebrations with guardian).

At the heart of the campaign is an inspiring brand film featuring singer and actress, Alyssa Dezek, which captures the efforts that Malaysians go through leading up to the festive season – from enhancing their beauty routines to prioritising well-being. It’s about confidence, self-care, and the dedication to becoming one’s best self for this Raya celebration.

The campaign officially launched on March 6, 2025, at Pokok KL Lalaport in an event that featured brand partners and renowned fashion design duo – Fiziwoo. The event explored the many ways Malaysians prepare for Raya, from beauty and fashion to health and self-care. Alongside the brand film, the campaign includes limited-edition green packets, in-store and online promotions, mall activations, and digital content across multiple platforms.

The ‘Serlahkan PeRAYAanmu dengan guardian’ campaign is part of guardian’s new ‘Own Your Beautiful’ brand campaign, also created by FCB SHOUT which underscores that beauty and wellness go hand in hand with process and dedication. The brand campaign launched in Q4 2024.

Anna Ng, marketing director of guardian Malaysia said “Hari Raya is more than just a celebration—it’s a time for renewal, reflection, and self-care. At guardian, we understand that looking and feeling one’s best is an important part of the festive preparations. That’s why ‘Serlahkan peRAYAanmu dengan guardian’ is a natural extension of our ‘Own Your Beautiful’ brand campaign—encouraging Malaysians to embrace self-care not just for the occasion, but as a continuous journey towards confidence and well-being.”

She added, “With guardian Malaysia’s extensive range of beauty, skincare, and wellness products, everyone can prepare for Raya in their own ways that go beyond the surface—whether it’s achieving glowing skin, a refreshed look, or simply feeling their healthiest.”

Meanwhile, Syahriza Badron, managing director at FCB SHOUT, commented, “For me, Hari Raya is about reconnecting—with family, friends, and myself. The journey to looking and feeling our best isn’t about appearances; it’s about self-care, confidence, and embracing who we are. That’s what makes celebrating Raya so special, and I love how this campaign highlights that personal journey.”

Kuala Lumpur, Malaysia – Astro Malaysia has recently released a heartwarming Raya brand film highlighting the richness of Malaysia’s diverse Raya traditions. As part of Astro’s Raya 2025 campaign ‘Meriah Lain Macam,’ the film explores the various unique ways Malaysians celebrate Raya; from traditional dishes to the significance of Baju Raya (attire for Raya), emphasising the beauty of embracing all these different customs.

The campaign, done alongside Talon Creative, highlights how Malaysia is often hailed as a melting pot of cultures and traditions. Similarly, when it comes to Raya, there’s a world of unique celebrations just waiting to be experienced; tapestries of unique Raya customs and traditions beyond the familiar go-tos, waiting to be shared. 

The film, starring Ellie Suriaty Omar, Mierul Aiman, Azri Safix, and Evertts Gomes, tells the story of Jumaah and her family bridging the gap between cherished customs and new traditions. 

It also showcases the diversity of Malaysian Raya celebrations with humour and emotion. The film reminds us that no matter how we celebrate, togetherness and tradition are what make each family’s Raya celebration special.

Benjamin Woo, head of group marketing at Astro, shared, “Astro recognises that Raya traditions, like families, are beautifully diverse. Yet, at their heart, they share a universal language: the language of love, connection, and cherished memories. This film celebrates how these traditions, unique as they may be, are the threads that weave families together, strengthening the bonds that truly matter. At Astro, we are committed to forging these moments of connection, bringing families closer through the shared experiences that define Raya.”

Meanwhile, Gavin Teoh, managing director of Talon Creative, expressed, “The essence of togetherness truly comes to life in our Raya film through the power of Astro’s talent and iconic IPs. Talon has always championed entertainment in campaigns that connect with audiences, and with Meriah Lain Macam we’ve created a campaign that feels both relevant and deeply meaningful for this festive season.”

Hyrul Anuar, director at Directors Think Tank, said, “We wanted to bring an authentic and emotional perspective to this film—one that truly reflects the unique Raya stories that exist within Malaysian families. The goal was to make viewers feel seen and resonate with the essence of these traditions.”

Lastly, Erman Basiron, creative director of Talon Creative, stated, “Crafting this film was about celebrating the different ways Malaysians mark Raya while staying true to the heart of the celebration. We aimed to create something that feels relevant, honoring both tradition and progress.”

Astro continues to celebrate Malaysia’s multicultural spirit and the joy of togetherness during the festive season. The Meriah Lain Macam campaign continues with Pesta Meriah Lain Macam, a star-studded Raya event celebrating togetherness in all its forms and on screens, Astro offers over 160 Raya content so there’s something for everyone in the family. 

Kuala Lumpur, Malaysia – Sun Life Malaysia has launched a new initiative called ‘Baju Raya Lama Baharu’, which aims to repurpose gently used garments into personalised Baju Raya for 100 children at the Rumah Kasih Harmoni. 

For the brand, said initiative promotes the values of sharing and gratitude, while supporting a more sustainable Raya through giving new life to cherished garments.

‘Baju Raya Lama Baharu’ is done in collaboration with KLOTH Cares, a textile recycling social enterprise, INTI International College Subang, and AEON BiG.

Led by Sun Life Malaysia’s brand ambassador, renowned celebrity and entrepreneur, Alif Satar, the campaign invited Malaysians to donate their gently used “Baju Raya” at designated collection points across Sun Life Malaysia offices and selected AEON BiG outlets, from February – March 2025.

To date, a total of 520kg worth of pre-loved garments were collected, with 100 pairs being brought to life by talented students from INTI, while the remaining will be upcycled by KLOTH.

During the campaign, Alif Satar also visited Rumah Kasih Harmoni, engaging with the children and helping them sketch their dream “Baju Raya” designs.  “This “Baju Raya Lama Baharu” campaign proves that even the smallest contribution, when given with sincerity, can bring happiness to many during Hari Raya,” said Alif.

@sunlifemalaysia

Baju Raya Lama, Sentuhan Baharu! 🎦 Tontonilah filem Sun Life Malaysia menceriakan 100 kanak-kanak di Rumah Kasih Harmoni & rasai kemeriahan Aidilfitri 🌙 bersama kami! Terima kasih kepada duta kami @alifsatar serta rakan kerjasama @Kloth Circularity @INTI dan @myAEONBiG atas sokongan mereka dalam menjayakan projek ini. Untuk makluman, sehingga akhir bulan Februari, jumlah berat baju raya yang telah dikumpul mencecah 520kg! Terima kasih kepada semua yang telah menyumbang 🫶🏻😍🫰🏻! Kutipan baju akan diteruskan sehingga 6 April – sumbangan anda akan disalurkan kepada Kloth Cares untuk mereka yang memerlukan. 💙 #BajuRayaLamaBaharu #SunLifeMalaysia #Insurans #Takaful #HariRaya2025

♬ original sound – Sun Life Malaysia – Sun Life Malaysia

To celebrate these heartwarming moments, Sun Life Malaysia has released a special video capturing the children’s excitement as they see their dream outfits come to life. The video, featuring Alif Satar, highlights the joy and gratitude of the children while showcasing the creativity and dedication of the young designers involved. 

Commenting on the Raya 2025 campaign, Raymond Lew, president and country head of Sun Life Malaysia, said, “This campaign goes beyond simply giving – it is about creating meaningful and brighter life moments – just as our brand’s tagline: Life is brighter under the sun. By reviving pre-loved garments, nurturing young designers, and supporting underprivileged children, we bring joy, creativity, and care this festive season.”

Meanwhile, Nik Suzila Hassan, co-founder at KLOTH Cares, said, “We are thrilled to be part of this initiative that not only champions environmental and social sustainability but also provides an avenue for young designers to make a meaningful impact.”

Goh Suet Lin, lecturer of Diploma in Fashion Design – INTI Centre of Art and Design at INTI International College Subang, commented, “Seeing these garments transformed into beautiful, personalised Raya outfits has been an incredibly fulfilling experience for our students.”

Lastly, Nazwan Effendy Choong, head of marketing at AEON BiG, stated, “We are proud to partner with Sun Life Malaysia for this meaningful Raya initiative. By donating used Raya clothing at AEON BiG stores, we are giving these garments a second life and spreading joy to those in need. It is a small gesture with a big impact.”

Kuala Lumpur, Malaysia – Catcha Digital has announced that it has entered into a conditional share sale agreement to acquire a 51% equity interest in Digital Symphony, a data-driven digital marketing consultancy, for a cash consideration of RM22.95m.

The acquisition is the latest that Catcha Digital had undertaken, following the recent acquisition of FrameMotion earlier this month, as well as Tastefully Malaysia in late 2024.

The acquisition provides significant cross-selling opportunities between Catcha Digital’s existing advertising client base and Digital Symphony’s clientele. Catcha Digital and its subsidiaries will be able to offer Digital Symphony’s data-driven performance marketing solutions to its clients, while Digital Symphony can leverage Catcha Digital’s extensive digital media ecosystem and broad reach to enhance its offerings. 

Moreover, this data-driven synergy is expected to accelerate growth for both entities, giving advertisers a more intelligent, and results-focused approach to digital marketing.

Patrick Grove, chairman at Catcha Digital, said, “Kuhan and his team have built a company that doesn’t just run ads—it runs highly optimised, datadriven campaigns that deliver real, measurable impact. With this acquisition, we’re doubling down on the power of data, automation, and machine learning to create even better solutions for advertisers. The combination of Digital Symphony’s result-driven performance marketing and Catcha Digital’s extensive audience reach is a game-changer for brands looking to scale their digital presence.”

Launched in 2017 by Kuhan Kumar, Digital Symphony is a data-driven digital marketing consultancy that operates in Malaysia and Singapore. It specialises in performance marketing, leveraging automation, data analytics, and custom software solutions to help brands achieve their digital advertising goals. 

The company offers solutions designed to enhance digital advertising efficiency through proprietary software and machine learning solutions. Digital Symphony operates in key industries, including property development, automotive, and education, helping brands execute precision-targeted digital campaigns.

Speaking about the acquisition, Kuhar commented, “Since our inception, we’ve been focused on delivering results for our clientele. The digital landscape moves fast, and the brands that succeed are the ones that can harness technology and data to make smarter marketing decisions. Partnering with Catcha Digital allows us to take our marketing solutions to the next level, reaching more advertisers and delivering even greater value. We’re excited about what’s ahead and look forward to pushing the boundaries of performance marketing together.”

Kuala Lumpur, Malaysia – Bastiaan de Clercq has joined Domino’s Pizza Malaysia as its new president and head of marketing. Bastiaan joins the popular pizza chain following 14 years working with FrieslandCampina.

“Passionate about brand building, digital marketing, and business transformation, Bastiaan leverages technology and consumer insights to accelerate growth and innovation,” the company said.

With more than 13 years at FrieslandCampina, Bastiaan has taken on six different roles, spending the majority of his career in Asia. His professional path led him from the Netherlands to Singapore, where he oversaw extensive digital transformation initiatives across multiple markets, including Malaysia, Indonesia, and Hong Kong. 

He later relocated to Malaysia, where he joined Dutch Lady to lead digital & media, drive commercial transformation, and eventually head the marketing team for all infant and children’s products.

Bastiaan’s appointment comes after Domino’s forecasted that sales in Malaysia will be affected by geopolitical issues, and are expected to be negative until the second quarter of FY25.

Earlier this year, Domino’s Malaysia announced that its former CEO Encik Shamsul Amree has signed as the pizza chain’s first franchise partner, with six store locations namely Puchong Utama, Putra Permai, Bandar Puteri Puchong, Damai Utama, OUG Parklane, and Taman Equine.

“This marks a proud moment in our history as we expand into franchising, and we are confident Encik Shamsul Amree’s leadership will continue to inspire product and service excellence,” the company stated back then.

Kuala Lumpur, Malaysia – Catcha Digital has announced that iMedia, a wholly-owned subsidiary of Catcha Digital, has entered into a conditional share sale agreement to acquire a majority shareholding of 60% in FrameMotion, an integrated digital media solution provider.

This strategic acquisition combines Catcha Digital’s digital advertising solutions with FrameMotion’s immersive digital marketing capabilities in producing digital content leveraging on virtual reality and augmented reality technology to augment both online and offline advertising experiences. This transaction is also expected to contribute positively to Catcha Digital’s earnings in the future.

FrameMotion specialises in experiential marketing, brand activations, production of digital content and physical events for immersive experiences by leveraging on virtual reality and augmented reality technology, across Southeast Asia and other countries. 

Speaking on the business move, Patrick Grove, chairman at Catcha Digital, said, “We are very excited about this acquisition and believe that integrating FrameMotion’s cutting-edge expertise with our wide network will enable us to offer highly innovative and integrated solutions to clients across the region. We can’t wait to push the boundaries of digital storytelling with the FrameMotion team.”

Meanwhile, Jeand Pua Yin Chye, co-founder and CEO of FrameMotion, commented, “This deal with Catcha Digital is a game-changer for our company. Their acquisition not only validates our creative vision but also accelerates our ability to deliver world-class digital experiences. We look forward to integrating with Catcha Digital’s broad suite of digital solutions to elevate our offerings to clients of both parties.”

Catcha Digital previously acquired a 70% interest in Tastefully Malaysia for RM7.6m. Said stake acquisition marked Catcha Digital’s ambition to continue growing its integrated digital media business to provide an omnichannel online-to-offline advertising solutions to its client base.

Kuala Lumpur, Malaysia – Plant-based milk brand Oatside has appointed Trapper as its media agency of record (AOR) for Malaysia, reinforcing its commitment to expanding its presence in the market. This collaboration brings together two homegrown brands—OATSIDE from Singapore and Trapper from Malaysia—as they work together to drive brand growth and consumer engagement in Malaysia.

OATSIDE has rapidly established itself as a favourite not just amongst plant-based milk enthusiasts but also among those seeking healthier beverage options. With a wide array of products catering to multiple consumer needs, OATSIDE is well-known for its creamy texture, sustainably sourced ingredients, and a strong commitment to flavour innovation. 

As the demand for healthier beverage alternatives continues to rise in Malaysia, OATSIDE aims to strengthen its footprint in the country by leveraging Trapper’s deep local market expertise and data-driven media strategies.

This partnership will focus on integrated media strategies that enhance OATSIDE’s brand awareness, consumer engagement, and market penetration in Malaysia. With Trapper’s expertise in driving impactful media campaigns, OATSIDE is poised to dominate the market and offer high-quality beverage options to health-conscious Malaysians.

Trapper has made significant waves in the media industry, securing major wins in 2024, including the global media remit for MAG and the local media remit for Netflix in Malaysia. With this momentum, Trapper can apply its expertise in scaling high-growth brands like OATSIDE.

Shannon D. Francis, senior brand manager at OATSIDE, said, “As we continue to grow OATSIDE’s presence in Malaysia, partnering with Trapper is a strategic move to connect more meaningfully with consumers and accelerate our brand’s reach. Trapper’s enthusiasm to grow the brand and expertise in media planning and execution, coupled with their understanding of the Malaysian market, makes them the chosen partner for the next phase of our journey.”

Meanwhile, Sivanathan Krishnan, chairman and co-founder at Trapper, commented, “We are humbled and thrilled to be appointed as OATSIDE’s media AOR for Malaysia. OATSIDE is a dynamic brand that has disrupted the beverage industry, and we look forward to crafting innovative media strategies to further cement its position in the Malaysian market.”

Kuala Lumpur, Malaysia – Halal personal care brand Safi, in partnership with IPG Mediabrands’ MBCS, has launched ‘Sis Shay’, a virtual hijabi educator aimed at driving hijabi haircare awareness especially to the hijabi youth.

Sis Shay, a role model who raises awareness around hijabi haircare, was brought to life by Safi Shayla as a relatable character that aligns with the pop culture of younger hijabi audiences. As a digital entity, Sis Shay exists both online and on-ground as she drives hijabi haircare education and spreads messages around the importance of using a hijab hair specialised shampoo, building confidence in hijabi youth everywhere. 

Through visits at SMK Convent Kajang and Sekolah Seri Puteri Cyberjaya, students were able to interact with Sis Shay as she answered some of their pressing questions around hijabi haircare and other pertinent questions around the changes they face as youth. 

Moving forward, Sis Shay will also be seen in other schools and on social media through a digital comic series that educates on hijab haircare through storytelling, fostering deeper engagement and relevance for younger hijabi girls. 

Jennifer Wee, creative director of MBCS said, “There is still a gap in hijab haircare education, and as yet, no one seems to be addressing or championing this space. Our insights indicate that young Malaysians, particularly Gen Alpha and those aged 16-21 in the process of building brand loyalty are relying heavily on digital resources to inform their choices. By having Sis Shay meet them through the form of a virtual character in the Safi Shayla universe, we aim to provide a safe space for hijabis. One filled with confidence and support as they navigate through their challenges for the long-term.”

She added, “Sis Shay is more than a character. She’s a relatable digital “older sister” who understands the challenges faced by young Malaysian girls, especially within the hijabi community. She’s interactive, digitally and physically “present”, and says “I’ve got you”. Her energetic presence leaves a lasting impression, and we’re excited to build on her possibilities.” 

Meanwhile, Kazlina Mohd Kassim, SAFI Brand & Insights Specialist of Wipro Unza, commented, “As Malaysia’s leading hijab haircare expert, Safi Shayla understands the challenges hijabi newbies face in adapting to their adolescence stage and the root causes of their hair care concerns. Safi Research Institute’s studies have shown that a hijabi scalp differs from a non-hijabi scalp, leading Safi Shayla to formulate hijab hair specialised shampoo tailored specifically for hijabis.

Kazline added, “MBCS’s introduction of Sis Shay is a novel approach that helps us connect the dots between haircare education and hijabi hair health to build awareness in a modern and relevant way. Her bubbly yet informative approach makes every tutorial fun & easily comprehensible, and if you’re ever in need of hair care wisdom served with a side of humour, look no further. Sis Shay as your go-to sister truly embodies Safi Shayla’s expertise in hijab haircare, serving as the digital face in educating hijabis with specialised haircare knowledge.”

Kuala Lumpur, Malaysia – Regional super-app giant Grab is set to acquire Everrise, a Malaysian supermarket chain, from private equity firm Navis Capital Partners. This acquisition follows a similar acquisition done by Grab to Jaya Grocer in 2022.

Everrise, founded in 1993 in Kuching, initially catered to the mass-market segment. As consumer preferences evolved, Everrise introduced a premium grocery shopping experience in 2012. In 2019, Navis recognised Everrise’s potential and invested in the company, to establish it as a leading premium grocery brand in East Malaysia.

Since the investment, Navis has closely collaborated with the company to accelerate the rollout of new stores and to refurbish existing ones, further enhancing the shopping experience for customers. 

Furthermore, Navis worked closely to bring in new professional talent and has supported management in improving its supplier engagement, broadening its product offerings–including the launch of a private label and securing new exclusive supply arrangements–and in digitalising its loyalty program, amongst others. 

Some of the rapid actions taken were informed from Navis’ experience in the more developed premium grocery market in Peninsular Malaysia, where Navis remains invested in the multi-brand operator, The Food Purveyor.

Jeffrey Sia, representing the founding family of Everrise, said, “We are proud to see Everrise growing from strength to strength. Over the last six years, Navis has helped transition the business to a fully professional team and created a robust foundation for independent future growth. We appreciate the partnership, trust and great working relations we have had with Navis over the years.”

He added, “Grab’s vision for the future comes at a perfect time and will be the beginning of a new milestone for the business to reach even greater heights. The team at Everrise is looking forward to this new partnership to deliver an even better shopping experience to all our customers.”

Meanwhile, Edwin Fua, partner at Navis, commented: “Everrise has a strong 30-year heritage, loyal customers and a dedicated team. By combining that with our prior experience in premium grocery, Everrise quickly became the undisputed leading brand for premium grocery shopping in East Malaysia. We are extremely proud of our partnership with the Sia family and appreciate their contributions in making this journey with us.”

He added, “The business is now well-positioned to take the next step and lead the digitalisation of the grocery shopping experience in East Malaysia together with Grab. It will be an exciting next few years and we look forward to its continued success.”