Tag: Malaysia

Kuala Lumpur, Malaysia – AIA PUBLIC Takaful has released its Raya campaign alongside Mediabrands Content Studio (MBCS) personifying the spirit of togetherness and mutual benefit embodied by the company’s Total Shariah Solution.

The ‘Raya Bersama, Berkat Berganda’ (Raya Together with Double the Blessings) Raya campaign was launched to remind Malaysians of the essence of Raya over the festive season. The three-part mini-series inspired by the Malaysian legend “Puteri Gunung Ledang”, is reimagined as “Puteri Gunung Lindung” (Princess of the Protected Mountain), a subtle reference on the brand’s purpose of providing protection to everyone. 

Moreover, the film also serves as a reminder of togetherness and the essence of community, demonstrating the enduring spirit of Takaful.

The campaign executed with sister media agency Universal McCann, runs through April 2025 across social media, OTT, digital OOH and programmatic platforms.

Rudy La Faber, creative director at MBCS said, “During the festive season, one of the most common family disagreements is the question of where to spend their Raya. Families often debate returning to the kampung (hometown), staying in the city where they’re born at, or travelling abroad to take advantage of the long holidays. The film shows this dilemma and tussle between fellow siblings who end up realising that no matter where they spend Raya, what truly matters is celebrating together with loved ones.”

He added, “We’ve also embraced short-form, vertical content to cater to today’s digital landscape and shorter attention spans. We’re excited to trial this approach amidst traditional long-form videos that usually dominate the Raya season, and so far, it’s resonating well with the audience.”

Kuala Lumpur, Malaysia – Sticky Rice, a social-first agency under Trapper Group, has achieved two significant wins: the regional social media mandates for Kia APAC, the automotive brand represented by their master agency, Innocean Malaysia, and Emborg, a food company. 

The agency has been entrusted with providing a comprehensive suite of social media services for both brands across the ASEAN region. These strategic victories highlight Sticky Rice’s proficiency in delivering innovative, data-driven social media solutions that foster brand growth and enhance audience engagement across the diverse cultures and countries within ASEAN.

The regional wins with Kia and Emborg highlight Sticky Rice’s ability to adapt to diverse industries, from automotive to FMCG, across a variety of different countries in Asia, while maintaining a relentless focus on storytelling and audience connection.  

Janice Wee, business growth director at Sticky Rice, said, “Social media isn’t just about posting content—it’s about sparking conversations, building communities, and turning engagement into tangible results. Kia APAC and Emborg represent two very different but equally exciting challenges. For Kia APAC, we’ll be leveraging social to amplify their innovation in mobility, while for Emborg, we’re crafting a strategy that highlights their dairy expertise, wide portfolio of quality and nutritious products, and how these products make everyday cooking tastier and easier for families. Tackling the nuances of consumers in Malaysia and across the ASEAN markets is an exciting challenge and our team thrives on this kind of variety, proving that a tailored, insight-led, data-driven approach always wins.”  

She added, “Winning Kia APAC and Emborg isn’t just a milestone—it’s validation that our social-first philosophy works. Brands today need more than a content calendar; they need a partner who understands the algorithms, the audience psychology, and the art of turning engagement into loyalty. That’s where we excel. And this is just the beginning—we’re ready to engineer growth for every bold brand seeking to dominate social.”

Kuala Lumpur, Malaysia – Viddsee has announced its continued Southeast Asia expansion with the appointment of Jay Murali as group business director to lead its entry into the Malaysian market. 

This expansion follows the recent launch of Viddsee’s operations in Thailand, led by industry veteran Venus Romsaitong, signaling the company’s growing footprint in the region and its commitment to offering integrated marketing solutions across key ASEAN markets. 

In his role as group business director, Jay will be responsible for overseeing the business development strategy, client servicing, and partnership building in Malaysia. He will also play a regional role, working closely with the leadership team to align growth initiatives across Viddsee’s Southeast Asian markets. 

Jay brings over 20 years of experience in advertising, digital marketing, branding, and business development. He has led multiple campaigns and built high-performing strategies for top-tier brands including Cetaphil Malaysia, Astro, Heineken, Air Selangor, Malaysia Airlines, Khazanah Malaysia, and Tony Roma’s. 

With expertise in client acquisition, strategic partnerships, and multi-channel execution, Jay is well-positioned to grow Viddsee’s presence and impact in Malaysia. 

Ho Jia Jian, CEO and founder of Viddsee, said, “Our vision is to be the go-to creative and marketing partner for brands in Asia. Malaysia is a key market in that journey. Following our expansion in Thailand, we’re excited to welcome Jay onboard to deepen our regional offering and continue building campaigns that resonate with local audiences while delivering measurable impact.”

Meanwhile, Christopher Cumming, managing director for Southeast Asia at Viddsee, commented, “Jay’s strategic thinking, leadership, and deep understanding of the Malaysian marketing landscape make him the right person to lead our growth here. His appointment strengthens our ability to deliver truly integrated, integrated marketing solutions that combine storytelling, media, and data to drive real business outcomes for brands.”

Kuala Lumpur, Malaysia – Halal personal care brand Safi, in collaboration with Mediabrands Content Studio (MBCS), have launched a campaign in the spirit of the Raya season to empower young women with a life-changing scholarship. 

Following the transformative launch of the Biasiswa Siswi SAFI last year, a RM 1 million scholarship, SAFI is once again bringing hope and inspiration by supporting young women in their pursuit of higher education, ensuring they have the financial support to achieve their academic aspirations. 

Now in its second year, the Biasiswa Siswi programme has adopted an AI twist to connect with applicants and adapt to the contemporary, highly technology-dependent world.

Bringing this vision to life, the brand film ‘Serlah Seri Diri’ (Unleash Your Inner Shine) was launched. The film follows Seri, a young woman balancing her own dreams with the expectations of those around her. Everyone has hopes for Seri – but what about what her heart calls for? The film delivers a strong message: every path is a blessing, and by embracing that, your true essence will radiate.

The campaign also leverages AI technology to personalise engagement. Users can access the SAFI Serlah Seri Diri AI microsite to input their aspirations ahead of the scholarship application, creating custom videos that reflect their dreams, and adding a meaningful touch to their interaction with the brand. 

Through the microsite, 50 lucky winners stand a chance to win a ‘Rumah Seri’ pink dollhouse (as seen in the SAFI Raya brand film), a PR kit that contains SAFI products, each representing something for everyone in the household. The dollhouse as shown by SAFI brand ambassador Qasrina Karim, who also played the part of Seri, serves as a symbol of hope and possibilities, anchoring the initiative’s message, with each door representing special hidden gifts for young women to stand out and be the best version of themselves.

Kazlina Mohd Kassim, SAFI Brand & Insights Specialist of Wipro Unza said, “At SAFI, we are deeply committed to empowering the next generation to dream big and achieve their goals – it’s about inspiring confidence, igniting ambition, and standing alongside these incredible individuals as they turn their dreams into reality. Our first cohort of Biasiswi Siswi SAFI applicants last year was a big success, and we are excited to relaunch this aspirational opportunity and welcome new management trainees into the SAFI fold. It’s a privilege for us to play this role in nurturing their hopes and dreams.”

Meanwhile, Jennifer Wee, creative director at MBCS, said, “This story is about embracing your unique path and going after your dreams. We’ve all faced struggles in balancing expectations and figuring out what we truly want, making this message deeply personal. Through this campaign, we wanted to inspire young women to embrace their potential. Reminding them that the power to achieve their dreams lies within them, with SAFI as their steadfast companion supporting them every step of the way.”

She added, “We utilised powerful storytelling with an AI twist to replicate the vast dreams and choices that young women have today. This is the key to reaching Gen Z, a generation that lives and breathes technology. The dollhouse is a universal representation of play, dreams and imagination around the world. We used this to demonstrate the doors of opportunities available for young women through the SAFI scholarship. Each dream they have is unique, and this is their chance to reach for the opportunity.”

Kuala Lumpur, Malaysia – The Malaysia Aviation Group has recently worked with Mediabrands Content Studio (MBCS) to release ‘Selagi Ada Hormat’, a Hari Raya Aidilfitri film that celebrates Malaysia’s rich diversity and the enduring values of respect and unity.

Inspired by the personal journey of MAG Group Managing Director, Datuk Captain Izham Ismail, ‘Selagi Ada Hormat’ (translated: Where Respect Lives On) delivers a powerful message of unity, respect, and inclusivity – values central to the Malaysian identity. 

The film follows a successful man returning home for Raya, taking in the sights and sounds of his hometown as it awakens memories of a childhood where respect and kindness transcended race. The touching flashbacks serve as a reminder that while the world may change, the essence of Malaysian Hospitality endures.

The film was directed by Aiman Aliff and Hyrul Anuar, directors at Directors Think Tank, a regional production company.

Speaking on the film’s conceptualisation process, Eddy Nazarullah, creative director at MBCS, articulated, “This film isn’t just about Raya, but about the values that define us as Malaysians. Respect, hospitality, togetherness, these are things we grew up with, things that were never taught but always lived. But in today’s world, it feels like we need a little reminder. With this film, we wanted to go beyond nostalgia and spark something deeper: a reflection of who we are and who we can continue to be. It’s not about grand speeches or forced messages, but about capturing the everyday moments that quietly remind us of our shared hospitality.”

He added, “Bringing Selagi Ada Hormat to life was deeply personal to all of us on the team. We’re privileged to have had this chance to work on Captain Izham’s story with our partners at Directors Think Tank, to craft a film that celebrates diversity and invites Malaysians to reflect, reconnect, and reignite the spirit of mutual respect. Touching on the very roots and essence of our Malaysian identity.”

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.