Beyond traditional superhero marketing, the campaign reimagines Supergirl as a relatable character whose quiet confidence and resilience reflect the everyday experiences of Malaysians, an approach that aims to build a stronger emotional connection with a new generation of cinema-goers.

Developed by PHD Malaysia, the campaign transforms familiar spaces and daily routines into brand experiences that reinforce the film’s core message of self-discovery and authenticity.

At the heart of the campaign are various key activations featuring Grab vehicles wrapped with flowing red capes as part of the ‘Everyday Hero’ initiative, recognising the resilience of female Grab drivers while linking their stories to Supergirl’s character.

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The campaign also brings Supergirl into Malaysia’s daily commute through traffic-responsive digital billboards displaying witty local phrases such as “Jam Lagi” (Bad traffic, again!) and “Honk Meh Honk” (Why Honk), using humour to connect with motorists during rush hour.

To further embed the campaign into local culture, Supergirl branding has appeared at mamak restaurants during the football season through tabletop stickers featuring familiar food orders such as “Kurang Manis” and “Ikat Tepi,” allowing the film to become part of everyday conversations without interrupting the viewing experience.

Fans can also experience the campaign through themed matcha pop-up activations at Sunway Pyramid, IOI City Mall, and Gurney Plaza, extending the character’s relaxed personality into immersive retail experiences.

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David Soo, Managing Director of PHD Malaysia, said the campaign reflects a shift away from traditional blockbuster marketing by positioning Supergirl as someone audiences can relate to, rather than an untouchable superhero.

“The new Supergirl represents the nonchalant grit it takes to navigate daily life, and the strategic media rollout bypasses traditional, action-heavy tropes to position the character as a relatable peer navigating everyday frustrations alongside Malaysian audiences,” said Soo. 

“By bringing her chill attitude into local realities, we’ve looked to transform passive ad spaces to build into a cultural connection that speaks to understated girl-power,” added Soo. 

Meanwhile, Moo Hon Mei, Marketing Director at Warner Bros. Malaysia, said the campaign brings the character’s themes of authenticity and resilience into everyday Malaysian life. 

“At its core, Supergirl celebrates self-discovery, resilience, and authenticity—values that strongly resonate with our campaign. Cinema goers will see this new version of Supergirl as fiercely independent, raw, and perfectly imperfect, and this launch celebrates that raw honesty,” said Mei. 

“Partnering with PHD to champion our local female Grab drivers and show up in the realness of everyday Malaysian life, allows us to ground Supergirl’s extraordinary power in the real-world grit and resilience of Malaysian women. The movie and its launch is a reminder to everyone that true strength lies in facing the world exactly as your authentic self would,” added Mei.

Through the integrated campaign, PHD Malaysia and Warner Bros. showcase how global entertainment brands can build stronger local relevance by weaving storytelling into familiar cultural moments and everyday experiences.

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The appointments come as organizations across the region increasingly seek consulting expertise to adapt marketing operations for an evolving digital landscape shaped by artificial intelligence and changing consumer attention.

Both executives will report to Shrey Khetarpal, Head of Consulting at VaynerMedia Asia Pacific.

According to the agency, the expanded consulting team will help clients redesign marketing systems, improve organizational agility, and embed social-first operating models rather than relying solely on creative campaigns.

“At VaynerMedia Consulting, we don’t consult from the sidelines—we build, operate and evolve brands in the real world of marketing,” said Khetarpal. “When we met Hajar and Aga, we shared the same excitement and drive to bridge consumer reality with business impact at the speed of culture.”

Yusof joins the agency after serving as head of digital experience at Naga DDB Tribal, where she spent five years integrating brand and social strategies. 

Her career also includes roles at IPG Mediabrands and GroupM. Based in Kuala Lumpur, she brings more than a decade of agency experience.

“Having spent more than a decade shaping brands through social media, I’m excited to begin a new chapter helping businesses that truly believe in a social-first approach unlock growth across Asia Pacific,” Yusof said.

Meanwhile, Sitarczuk joins after more than 16 years in marketing transformation, digital strategy, and AI implementation across agencies including BBDO Worldwide and VML. 

Most recently, she served as marketing transition lead for L’Oréal SAPMENA, overseeing the centralization of marketing operations. She is based in Singapore.

“Having spent my career embedding with senior leadership teams to design marketing operating models and drive digital and AI transformation, I know firsthand that brands need more than just theoretical advice to navigate today’s landscape,” Sitarczuk said.

VaynerMedia said the appointments reinforce its integrated creative, media, and consulting offering across Asia Pacific.

The agency launched its consulting practice in the United States in 2020 before expanding it to Asia Pacific in 2024. 

The unit offers services ranging from marketing audits and workshops to transformation programs designed to help organizations adopt consumer-centric, social-first operating models in an increasingly AI-powered marketing environment.

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Developed in conjunction with Visit Malaysia Year 2026 (VM2026), the hub aims to redefine airport retail by bringing together local products, cultural experiences, and homegrown stories in one destination, positioning Malaysia’s heritage and wellness offerings for a global audience.

Beyond serving as a traditional retail outlet, MyTreasure has been designed as an experiential destination where visitors can discover Malaysian-made wellness products, sample local flavours, and explore curated gifting collections before leaving the country.

The initiative also reflects a growing trend in destination marketing, where airports are becoming important touchpoints for nation branding and brand storytelling, as MyTreasure combines tourism, retail and experiential marketing to give local businesses a platform to reach millions of international travellers passing through KLIA each year.

The launch was officiated by YBrs. Encik Mohd Amirul Rizal bin Abdul Rahim, Director General of Tourism Malaysia, who described the hub as an example of how public and private sector collaboration can strengthen Malaysia’s tourism ambitions ahead of Visit Malaysia Year 2026.

“MyTreasure reflects the kind of public-private collaboration that will be critical to the success of Visit Malaysia 2026. While the Government provides the platform and direction, it is visionary Malaysian companies like JYY Group that help bring the Malaysia story to life,” said Rahim. 

“As such, I would like to congratulate JYY Group – I hope it becomes a symbol of how Malaysian brands can proudly represent our nation, our culture and our heritage to the world,” added Rahim.

According to Alann Tan, Founder and Group Chief Executive Officer of JYY Group, MyTreasure was created to help uncover and promote Malaysia’s lesser-known treasures.

“After nearly two decades in the gifting industry, we realised something. Malaysia is rich in amazing products, traditions and stories. Yet many remain undiscovered by the world. That inspired us to create MyTreasure. Not simply as a retail store but as a treasure hunter for Malaysia,” shared Tan. 

“Travelling across the nation, searching for authentic local treasures, curating them and bringing them together in one place. So that every traveller can discover the very best of Malaysia before leaving our shores,” added Tan. 

Beyond the hub activation, visitors can also enjoy the “Taste of Malaysia” experience, featuring local treats such as Trigona Honey ice cream and specialty honey beverages, pandan cloud cake, and durian coffee, designed to introduce travellers to the country’s flavours before selecting gifts to take home.

As Malaysia prepares to welcome more international visitors through Visit Malaysia Year 2026, JYY Group hopes MyTreasure to become a platform that promotes Malaysian brands, strengthens tourism marketing and leaves travellers with a lasting impression of the Malaysian heritage and culture. 

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More than a promotional initiative, the campaign aims to educate Malaysians about Cagamas SRP’s First Home Mortgage Guarantee Programme (First Home MGP) and Islamic First Home Mortgage Guarantee Programme (First Home MGP-i), which allow eligible buyers to secure financing of up to 110%, making home ownership more accessible for those with limited upfront funds.

Running until 31 August 2026, the campaign offers eligible first-time home buyers the chance to win one of 40 cash incentives worth RM5,000 each, helping to ease the financial burden of purchasing a home.

Encik Kameel Abdul Halim, President and Chief Executive Officer (CEO) of Cagamas, said the initiative reflects the organisation’s continued commitment to helping more Malaysians own their first home. 

“The Campaign emphasises our continued commitment to making home ownership more accessible to Malaysians, particularly first-time home buyers. By providing additional financial support through this particular initiative, we aim to ease the upfront cost burden while promoting greater awareness and adoption of our mortgage guarantee schemes,” said Halim. 

Beyond rewarding home buyers, Cagamas said the campaign is also intended to encourage the purchase of completed housing stock, stimulate property transactions, and contribute to a healthier and more sustainable housing market ecosystem in Malaysia.

Available through participating financial institutions nationwide, the campaign supports Malaysia’s broader efforts to improve housing affordability while encouraging greater adoption of mortgage guarantee solutions.

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The campaign marks a new chapter for the 29-year-old brand as it shifts towards more culturally driven marketing, combining earned, owned, paid and social media to spark conversations before officially revealing the campaign behind the viral moment.

The activation began with what appeared to be an accidental open microphone during ERA FM’s popular Petang ERA programme, where DJs Haziq, Muna Bella and Der were heard talking about craving a thick, crunchy pizza before Haziq seemingly walked out of the studio mid-broadcast to satisfy his hunger.

With no brand attached to the incident, the unexpected moment quickly gained traction online, prompting widespread speculation over whether it had been staged.

Domino’s later confirmed it had orchestrated the stunt as the launchpad for its new ‘Unbox Your Cravings’ platform, which encourages Malaysians to embrace spontaneous cravings instead of putting them off.

Beyond the campaign, Domino’s rolled out a fully integrated activation across multiple channels, including follow-up radio segments on ERA and HITZ FM, social content featuring the DJs, creator collaborations led by Azfar Heri, digital out-of-home placements, wrapped campaign vehicles, food publisher partnerships, and a cinematic brand film.

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According to Domino’s, the campaign generated more than 17.2 million people reached, 134 million earned impressions, and 1.7 million creator reach, demonstrating how a single cultural moment can be amplified across multiple media touchpoints.

Ringo Joannes, Region CEO of Domino’s Pizza Malaysia, Singapore and Cambodia, said the campaign reflects the brand’s new direction.

“Cravings are among the most honest signals we have. They are immediate, emotional, and impossible to ignore. With ‘Unbox Your Cravings,’ we wanted to reflect that truth in a way that feels real to people today,” Joannes said. 

“This is about recognising those small but meaningful moments when you choose to listen to what you want, instead of putting it off and being there, ready, when that decision is made,” added Joannes. 

With ‘Unbox Your Cravings,’ Domino’s is repositioning itself beyond product-led promotions, using entertainment, storytelling, and integrated media to create stronger cultural relevance and deeper engagement with Malaysian consumers.

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Brands that will lead in this environment are those that can move beyond broad strategies — combining intelligence-driven precision with genuine cultural resonance and responsible engagement practices.

Responding to these industry imperatives, MARKETECH APAC is rolling out the fourth edition of its flagship conference in Malaysia. What’s NEXT in Marketing: Malaysia 2026, scheduled for22 October 2026 at Sheraton Petaling Jaya, will bring together marketing leaders and brand innovators to explore the trends, tools, and strategies defining the next era of marketing in the country.

This year’s edition will dive into how brands can harness AI to unlock new growth frontiers, build customer value through responsible and transparency-led engagement, and deliver seamless experiences across every touchpoint. Sessions will also tackle Malaysia’s fast-evolving digital buying journey, the power of local culture and storytelling as a creative force, and how marketers can cut through data overload to activate insights that drive real, measurable impact.

Across the conference, participants can expect keynote presentations, panel discussions, and interactive sessions designed to foster collaboration and knowledge sharing, alongside networking opportunities to connect with industry peers and leaders from both local and international brands.

The conference will also introduce “MEET THE EXPERTS”, a new format enabling direct engagement with seasoned marketers. In small-group sessions, attendees will gain practical insights from real campaign strategies and case studies, offering actionable takeaways for today’s fast-evolving landscape. 

The initial speaker lineup includes:

• Asyraf Suhaibi, Head of Brand Management at Air Selangor
• Benjamin Woo, Group Head of Marketing at Astro
• Lolitta Suffian, SVP Customer Experience at Bank Simpanan Nasional
• Ahmad Nasyami Mihat, Head of Marketing at Hyundai Malaysia
• Alyaa Ramlan, Head of Social at Unifi
• More to be announced soon…

What’s NEXT in Marketing: Malaysia 2026 is part of the broader What’s NEXT in Marketing conference series, which includes:

• April –What’s NEXT in Marketing: Philippines 2026
• July –What’s NEXT in Marketing: Singapore 2026
• August –What’s NEXT in Marketing: Indonesia 2026
• September –What’s NEXT in Marketing: Thailand 2026
• November –What’s NEXT in Marketing: Hong Kong 2026

To learn more about What’s NEXT in Marketing: Malaysia 2026 and secure your seat, click HERE.

For sponsorship opportunities, contact MARKETECH APAC’s Sales Team at [email protected]. 

For speaking opportunities, reach out to John Lou Peña at [email protected].

 For registration enquiries, contact the Registrations Team at [email protected].

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As the Official Broadcast Sponsor of the FIFA World Cup 2026 on RTMKlik, U Mobile positions its brand around making every match and every football moment more accessible, immersive, and rewarding for fans across the country.

At the heart of the campaign is a hero film created by Naga DDB Tribal and directed by Barney Chua of BikinCita, which celebrates the traditions and memories that unite Malaysian football fans during every World Cup by drawing on familiar match-day rituals like late-night watch parties and iconic moments that have shaped generations of supporters.

Rather than focusing solely on football itself, the film highlights the connections and shared experiences the tournament creates, reinforcing U Mobile’s message that the FIFA World Cup is about bringing people together.

Beyond enabling live access to all 104 tournament matches on RTMKlik, the campaign also extends into a series of fan engagement initiatives under the ULTRA Football Fest, encouraging supporters to celebrate the tournament both on and off the screen.

The campaign also introduces the ULTRA Dream Football Tour, giving one winner and three companions the opportunity to visit some of the world’s most iconic football cities. Subscribers can also take part in giveaways featuring home entertainment upgrades, smartphones, televisions and official tournament jerseys.

Bernard Lee, Head of Brand and Marketing Services at U Mobile, shared, “Malaysians have a special connection with football. The rituals, reactions and celebrations don’t just happen every four years. This is our way of bringing the world’s biggest football event closer to home and creating unforgettable moments that fans can experience and share together.” 

“The World Cup has always been about more than football,” explained Walter Teoh, Executive Creative Director of Naga DDB Tribal. “It is one of the few occasions that transcends age, background and circumstance, creating moments of shared anticipation, celebration and connection. Those are often the memories that endure long after the tournament ends.”

Through a combination of live streaming, experiential rewards and emotional storytelling, U Mobile’s latest campaign demonstrates how brands can transform major sporting events into integrated customer experiences that extend well beyond the final whistle.

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The appointment highlights the growing confidence brands are placing in independent agencies that offer agile thinking, local market understanding and culturally relevant storytelling. 

This also reflects a broader shift in the financial services sector, where marketers are increasingly looking beyond traditional agency networks for creative partners.

Moving forward, Chariot will work alongside CIMB’s brand team to develop creative campaigns that better reflect how people across Malaysia and the wider ASEAN region experience wealth, progress and everyday life.

For Chariot, the win represents a major milestone since the agency was established in 2021, with the firm stating that its entrepreneurial approach and focus on authentic, locally grounded storytelling helped differentiate it during the pitch process.

Adrian Cheah, Managing Director at Chariot, described the appointment as a defining moment for the agency.

“This is a defining moment for Chariot and a testament to what independent agencies can achieve when a client values agility over legacy corporate structures. CIMB is an institution that moves at the speed of ASEAN’s ambitions. Because we are independent, we share that exact same entrepreneurial DNA,” explained Cheah. 

“We understand the grit it takes to build something from the ground up in these markets. We aren’t looking to deliver safe, predictable banking ads; we are here to do the most audacious work of our careers by capturing how people in this region actually interact with wealth and progress,” added Cheah. 

The appointment further strengthens Chariot’s position in Malaysia’s creative industry while signalling growing opportunities for independent agencies to compete for major brand mandates traditionally dominated by global agency networks.

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The campaign marks the next chapter of CIMB’s brand evolution by reinforcing its commitment to advancing customers and society, which highlights the bank’s role in supporting personal ambitions, business growth, financial security, and stronger communities. 

Rolling out across all ASEAN markets where CIMB operates, ‘Moving You Forward’ serves as a unified brand platform that aligns the group’s purpose, culture, and customer experience under one regional direction while being adapted to local markets to maintain a consistent brand identity across the region. 

As part of the campaign rollout, CIMB is launching a series of executions across social media, digital out-of-home, traditional out-of-home advertising, a regional brand film, MRT wall installations, and on-ground and social activations to bring the platform to life.

Toni Darusman, Group Chief Brand and Marketing Officer at CIMB, shared that the campaign reflects the bank’s ambition to become a trusted partner that helps people across ASEAN move forward with confidence.

“At CIMB, there is a clear vision that guides everything we do, and that is to be the bank that advances the ambitions of people across ASEAN. Our ambition goes beyond banking alone; it is rooted in the belief that real, meaningful progress happens when business and society move forward together,” said Darusman. 

“‘Moving You Forward’ reflects how we are bringing our purpose of advancing customers and society to life in a more meaningful and impactful way,” added Darusman. 

Alongside the campaign launch, CIMB also hosted its inaugural CIMB Advancing Societies 2026 – Recognising Impactful Partners event, celebrating organisations and individuals creating positive social impact across ASEAN.

The initiative recognised 11 NGOs, community partners and social advocates from Malaysia, Singapore, Indonesia and the Philippines for their contributions to improving livelihoods, expanding access to education, protecting the environment and supporting underserved communities. 

Ahmad Shahriman Mohd Shariff, CEO of CIMB Foundation and CIMB Islamic explained, “Real progress is not defined by programs or numbers alone, it is seen in how lives have improved, opportunities are created and the confidence communities gain to move forward. Across ASEAN, we are seeing individuals and organizations doing exactly that, often in ways that are deeply local but with impact that can be felt far beyond their communities.”

“We are proud to celebrate these individuals and organizations whose efforts are creating meaningful impact on the ground. Their work demonstrates what can be achieved when purpose is translated into action, creating lasting impact for communities,” added Shariff. 

Together, the campaign and recognition programme reinforce CIMB’s broader strategy of positioning its brand around long-term progress, demonstrating how banking can create lasting value for individuals, businesses and society across the region.

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The appointments see Sushant Vithaldas join as Head of Creator Marketing for India, based in Mumbai, while Vimlarithan (Rithan) Vijaya takes on the role of Creator Marketing Leader for Southeast Asia, based in Malaysia.

The hires come shortly after Edelman named Kenny Gold as its first Global Chief Creator Officer, signalling the firm’s continued investment in creator marketing as a key component of its integrated communications offering.

In their new roles, Vithaldas and Vijaya will work across social, paid, performance and earned media disciplines to develop creator-led campaigns designed to drive cultural relevance and business impact for clients across Asia Pacific.

The expansion reflects a broader shift in consumer behaviour, with audiences increasingly turning to creators as trusted sources of information and influence. 

According to Edelman, growing client demand across APAC has accelerated the need for creator strategies tailored to local cultures and communities.

“At the core of our creator offering is the idea of the ‘Trusted Creator’. In an era where audiences increasingly turn to people and communities they trust, Edelman is uniquely positioned to help brands navigate and deliver in this environment,” said Kenny Gold, Global Chief Creator Officer at Edelman.

“With Sushant and Rithan, we’re adding deep market expertise that strengthens our ability to promote and protect our clients through engaging, earned-led storytelling—partnering with the most impactful voices across these markets,” he added.

Meanwhile, Rakesh Thukral, CEO of Asia Pacific at Edelman, said creators have become an essential part of how brands build influence and engagement across the region.

“Today, no organisation – whether B2B or B2C – can effectively connect with its audiences without creator partnerships in the mix,” Thukral said. “These appointments reflect how we are evolving our business to help clients meet that reality.”

Vithaldas brings more than 20 years of experience spanning marketing, digital, content and brand communications. Prior to joining Edelman, he led revenue growth and strategic brand partnerships at Collective Artists Network and previously held leadership roles at Schbang, Landmark Group, Dell and Apple in India.

“The creator economy is creating new opportunities for brands to engage audiences through culture, community and storytelling,” said Vithaldas. “Edelman’s strength at the intersection of earned, integrated communications and trust makes it uniquely positioned to help clients build impactful creator-led programmes.”

Meanwhile, Vijaya joins from Monks, where he led creator strategy for regional and global campaigns involving brands such as Vaseline and Google. He also previously worked at Astro and Rocketfuel Entertainment, helping to build creator ecosystems across Southeast Asia.

“In Southeast Asia, where audiences are incredibly diverse, success depends on understanding what people genuinely value and trust,” Vijaya said. “There is a strong opportunity to build creator programmes that are not just visible, but credible, meaningful and enduring.”

The appointments underscore Edelman’s broader push to strengthen its creator marketing proposition globally as brands increasingly seek trusted voices to drive engagement and influence consumer decisions.

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