Tag: Malaysia

Kuala Lumpur, Malaysia – Homegrown halal quick service restaurant Marrybrown has recently tapped Dentsu Creative Malaysia for the launch of Marrybrown’s Ramadan Riang Ramadan Raya menu, with a bold, bite-sized, storytelling campaign to match the energy of today’s online audiences.

With Raya being a “superbowl” period in Malaysia, Dentsu Creative Malaysia’s campaign for Marrybrown was delivered to let the local homegrown Halal Quick Service Restaurant stand out through a comedic approach. 

Inspired by Malaysians’ unwavering love for sambal pedas and the excitement surrounding Ramadan-Raya content, the campaign bucked the trend of emotional, long winded narratives, and instead took a fresh, fast-paced approach in delivering engaging, high-impact content that gets straight to the point. 

Blending humour, relatability, and the anticipation of Raya, the campaign features three short episodes, which showcase how Malik, a young working adult who received a good Raya news, that turns into series of excitement. The series is designed to drive engagement across social media, inviting Malaysians to experience ‘pedas tak terkata’ that embraces the thrill of spicy sambal. 

Lynn Low, chief marketing officer at Marrybrown, said, “We wanted to tap into the thrill of Ramadan and Raya in a way that feels true to how Malaysians consume content today—short, punchy, and packed with flavor, much like the dishes we’re offering. This campaign is all about celebrating the pedas-loving, story-craving Malaysian spirit, and what better way to do that than with a spicy, limited-time menu that’s as exciting as the season itself? We’re thrilled to have a partner, like Dentsu Creative Malaysia, that understands our audiences and dared to be different.” 

Meanwhile, Ahmad Nazril Ibrahim, executive creative director at Dentsu Creative Malaysia, commented, “Ramadan is a time of tradition, but also a time of joy and togetherness. With this campaign, we wanted to take that energy and turn it into snackable, entertaining content that reflects how Malaysians interact today. From playful humour to unexpected twists, every piece of content is crafted to keep audiences engaged while celebrating their love for all things spicy.” 

Kuala Lumpur, Malaysia – Global toy company Mattel has launched a social campaign this Ramadon season to keep children entertained and refocused away from the Ramadan fast hunger pangs.

Developed alongside Mediabrands Content Studio (MBCS), Mattel’s #PuasaPlay features a series of creative games using different Mattel toys that help keep kids entertained and distracted from hunger. 

With many Malaysian families encouraging their kids to fast during Ramadan from as young an age as 6, the campaign looks to keep kids engaged through play, to help take hunger out of their minds as they complete their fast.

The social-led campaign, dropped game challenges every few days during Ramadan, with step-by-step instructions on the Mattel toys required and how to go about using creativity and household items to complete the tasks. 

The #PuasaPlay games created are: Make the Jump, Barbie’s Camouflage Dress-Up, Mystery Raya Décor, Thomas & Friends Raya Theme Stations and Mattel Toy Charades. The games feature Mattel toys and games that are popular household names like Barbie, Hot Wheels, MEGA BLOKS Fisher-Price, Thomas & Friends and UNO, and encourage the use of imagination with other Mattel toys.

Additionally, KOLs like @diyanarazip and @diananasir86, took on the game challenges to show parents how to be better prepared and educated with play to support their kids’ fast throughout the day, alongside e-commerce promotions on Shopee and Lazada and a Shopee LIVE #PuasaPlay showcase.

To capitalise on the pre-Raya shopping rush, a collaboration with Toys”R”Us is bringing #PuasaPlay Zones to the malls. Through strategically placed digital billboards, kids will be entertained and encouraged to play interactive Mattel toy-inspired games at mini #PuasaPlay Zones, keeping them engaged and away from the eateries at the malls. 

Yeo Pek Mun, brand manager for SEA at Mattel Continental Asia, said, “At Mattel, we believe that play has the power to transform experiences. With #PuasaPlay, we’re helping parents turn fasting hours into play-filled adventures, making Ramadan more enjoyable for kids while strengthening family bonds.”

She added, “This campaign not only reinforces Mattel’s role in enriching childhood experiences but also deepens brand connection by aligning with cultural moments that matter. By integrating play into Ramadan traditions, we’re creating meaningful engagement with families, driving brand affinity, and showcasing the timeless value of our toys in every stage of a child’s life.”

Meanwhile, Eddy Nazarullah, creative director at MBCS, commented, “Great creativity isn’t just about storytelling—it’s about problem-solving. With #PuasaPlay, we looked at a real challenge parents face during Ramadan and found an unexpected yet simple solution: play. By using Mattel toys in new ways, we transformed waiting into engaging moments, hunger into distraction, and fasting into fun. It’s a campaign that proves creativity isn’t just about grabbing attention; it’s about adding real value to people’s lives.”

Kuala Lumpur, Malaysia – Streaming platform sooka, alongside Mediabrands Content Studio (MBCS), have announced a unique Ramadan campaign designed to address the increased social media consumption and fasting challenges faced during the holy month.

Recognising the shift in viewing habits and the prevalence of “doomscrolling” during Ramadan, the sooka Ramadan – Buat Puasa Tak Terasa (ease your fasting struggles) campaign aims to offer a refreshing alternative: engaging content on the sooka streaming platform.

Leveraging insights from Google’s YouTube data, the campaign targets key moments throughout the day when people are most likely to be online – before and after Sahur (pre-dawn meal before the fast), lunchtime, before breaking fast, and after Terawih (evening prayers). 

These times are often associated with challenges like oversleeping or the struggle of viewing food content while fasting. The campaign directly addresses these hurdles, positioning sooka as a solution to make the fasting experience more manageable and enjoyable.

Unlike traditional Ramadan advertising focusing on emotional family issues and food-based ads, the campaign tackles the often-overlooked issue of excessive social media consumption. Instead of simply adding to the noise on social platforms, the campaign aims to provide a compelling alternative.

Kevin Le, executive creative director at MBCS, said, “While every other brand is serving ads around typical festive themes, they don’t actually talk about helping people through a difficult fast. We understand that doomscrolling peaks during Ramadan and happens at key times. We see this as the perfect time to explore sooka as a useful distraction. We understand your struggle, and sooka can help you through this.”

He added, “The Ramadan-themed messages and sooka clips are specifically designed to encourage viewers to shift their focus from mindless scrolling to immersive and fulfilling content on sooka. It’s also our first foray into YouTube Shorts, getting our viewers to go from vertical to horizontal viewing. By acknowledging and addressing the unique challenges of Ramadan, we hope to not only help you through your fast but introduce you to a truly valuable service.”

Kuala Lumpur, Malaysia – Nando’s Malaysia and Singapore, in partnership with Mediabrands Content Studio (MBCS), have launched a social-led campaign for the month of Ramadan.

Titled ‘Nando’s Pick-Up Line’, the campaign leverages the cultural phenomenon of playful pick-up lines prevalent in Malaysia and Singapore during the holy month, transforming the double meaning of ‘pick-up line’ – being both a flirtatious remark and the convenience of pre-ordering – into a fun and engaging marketing strategy.

The campaign features weekly videos showcasing light-hearted “pick-up line battles”, with cheeky depictions of typical flirtatious exchanges that unexpectedly culminate with Nando’s Pick-Up service emerging as the ultimate winner, highlighting its convenience and efficiency. 

In addition, a contest in the search for the hottest and juiciest Raya pick-up lines will run between 20 – 27 March in Malaysia and Singapore, and winners will stand a chance to win a Nando’s Family Platter for 4.

Shariar Ab Ghafar, creative director of MBCS said, “Ramadan presents significant opportunities for brands to truly understand the real cultural nuances behind the scenes. In Singapore and Malaysia for example, playful pick-up lines have become a cultural staple during Ramadan, filling social feeds as a fun way to pass the time before iftar. 

The team thought, what if we took the double meaning of a ‘pick-up line’ and turned it into a campaign? At once a smooth-talking flirt and the convenience of ordering ahead. After all, some pick-up lines work, and some don’t. But one line works every time – a Nando’s Pick-Up. Nando’s has always been in this space of playfulness and the team has enjoyed having some fun with this campaign. After all, who doesn’t love a good pick up?”

Kuala Lumpur, Malaysia – Shell Malaysia has once again partnered with GrowthOps Asia to expand the much-loved Roger Hensem universe, launching four brand-new ‘quests’ that bring fresh adventures and even more surprises to Malaysian drivers. 

Starring renowned actor Datuk Remy Ishak, the campaign continues to hero Shell FuelSave’s promise — now extended beyond Shell FuelSave 95 to include the New + Improved FuelSave Diesel.

Building on the success of last year’s Shell FuelSave “Kembara Lebih Jauh” campaign, this year’s adventure kicked off with a teaser trailer on 8 March, setting the stage for a series of light-hearted, family-friendly escapades that showcase both the emotional and practical benefits of Shell FuelSave.

Episode 1, launched on 15th March, features Roger and his family heading out on an unexpected makan trip in their trusty Suzuki Jimny — proving that every journey can take you further with Shell FuelSave 95. 

Meanwhile, Episode 2, launched on 22 March, puts a festive spin on the series as the Hensem family unexpectedly wins a Ford Ranger — one of two grand prizes, alongside many more, that Shell customers stand a chance to win during the Hari Raya season when purchasing a minimum of RM50 of Shell FuelSave 95, New + Improved Shell FuelSave Diesel, as well as Shell V-Power 97 and Shell V-Power Racing, or purchasing items worth a minimum of RM10 in Shell Select.

The series will continue on 2 April, featuring an off-road father-daughter adventure powered by the New + Improved FuelSave Diesel, highlighting the emotional benefit drivers can get with the product’s ability to deliver up to 19KM more per tank. 

The final installment will offer a surprising twist, revealing Roger’s job, while connecting directly to Shell Fleet Solutions — demonstrating that whether for family, work, or fun, Shell FuelSave helps Malaysians go further. 

Said campaign is rolling out as a fully integrated effort through the year across TV, cinema, OTT, radio, outdoor, digital, social media, in-store, and more, ensuring Malaysians engage with Roger and his family across every platform.

Seow Lee Ming, general manager at Shell Mobility & Convenience Malaysia, said, “With the return of Roger Hensem, we wanted to take the adventure even further — quite literally — by introducing new quests and more ways for Malaysians to enjoy the benefits of Shell FuelSave. It’s our way of showing that Shell is always there for Malaysians, whether they’re commuting to work, heading home for Raya, or exploring new destinations.”

Meanwhile, Adzam Bahrin, regional creative director at GrowthOps Asia, commented, “Bringing back Roger Hensem is more than just a creative choice — it’s a strategic one. Research from the IPA shows that consistent, memorable characters drive stronger long-term brand impact. By expanding the Roger Hensem universe, we’re building on a proven asset, while adding fresh layers to keep audiences engaged and entertained.”

Following the success of the original Shell FuelSave ‘Kembara Lebih Juah’ campaign last year and subsequent loyalty campaigns like “Power Up” or “Always Better with Shell App”, this new chapter reflects Shell and GrowthOps’ ongoing commitment to creating high-impact, memorable campaigns that resonate with Malaysians. 

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.”