Tag: Marketing Campaign

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.” 

Australia – Philips has recently tapped Australian sports star Isaac Heeny in a new campaign to encourage Australians to rethink their everyday water choices and embrace filtration solutions which reduce the consumption of harmful contaminants and single-use plastic.

The partnership introduces Philips’ innovative approach to water filtration, combining premium technology with environmental consciousness. Their Reverse Osmosis Water Stations feature Aquaporin Inside™ water purification technology, a technology tested in collaboration with NASA and ESA for aerospace applications.

Speaking on his involvement in the campaign, Isaac said, “As an athlete, I know that what you put into your body matters – especially water. I’m excited to partner with Philips because they’re offering Australians a smarter way to think and feel about their daily water consumption. Their filtration technology isn’t just about better-tasting water – it’s about making a positive choice for our health and the environment.”

Said campaign aims to promote Philips’ new Powered Pitchers with PFAS Pro filter (available July onwards), which are certified to NSF standards for the removal of over 50 contaminants, including chlorine, metals, pesticides, herbicides, pharmaceuticals, chemicals (PFAS), microplastics and other harmful substances that can affect water quality and taste.

Moreover, the brand notes that its water filtration range offers a sustainable alternative to single-use plastic bottles, while providing premium filtered water with options for instantly chilled or boiling hot water at the touch of a button.

“Making the switch to filtered water is about taking control of your daily water choices. The convenience of having premium filtered water at home, combined with knowing you’re helping reduce plastic waste, makes it an easy decision,” Isaac added.

Meanwhile, Peter Bosscher, founder of Bosscher Commercial Management Solutions and exclusive agent for Philips Water in Australia and New Zealand, emphasised the significance of the partnership.

“Isaac Heeney embodies the values of excellence and healthy living that align perfectly with our brand. His authentic approach to health and well-being resonates strongly with our target market – consumers increasingly conscious about water quality and environmental sustainability,” he said.

Kuala Lumpur, Malaysia – RHB Bank, in partnership with The Shout Group, has unveiled its Hari Raya 2025 campaign, “Sulaman Kebersamaan” (Belonging), which is anchored by a meaningful partnership with Baju Raya Project. Said project is aimed at bringing communities together through the spirit of giving and sharing Raya clothes.

Baju Raya Project is an annual not-for-profit initiative dedicated to collecting pre-loved Raya clothing from donors across the community. Volunteers then gather to sort, clean, and distribute these garments to orphans and single mothers. 

This year, leveraging on RHB Bank’s extensive reach, the project successfully took place at the RHB Centre on Jalan Tun Razak, resulting in an extraordinary collection of close to 9,000 Raya clothes, which were then subsequently donated to 16 orphanages around Kuala Lumpur.

To complement the initiative, FCB SHOUT conceptualised and produced RHB’s Hari Raya 2025 film, which is inspired by true events surrounding Adib Khalid, the director of the Baju Raya Project. The film sheds light on the poignant stories of orphans who often feel left behind during Raya festivities, capturing the genuine essence and motivations behind the initiative.

Abdul Sani, group chief marketing officer at RHB Bank, said, “Raya clothes have always been a symbol of belonging. Malaysian families traditionally wear matching outfits during celebrations to signify kinship and unity. Sadly, orphans and the less fortunate often miss out on this heartwarming experience.”

He added, “We are glad that initiatives like Baju Raya Project exist, and I’m even prouder that this year, RHB is actively playing a role in supporting their cause. It was profoundly inspiring to see donors and volunteers unite passionately at RHB Centre to transform old clothes into new hope for those who need it most, as that truly exemplifies our brand belief of ‘Together We Progress’.”

Meanwhile, Tjer, executive creative director of FCB SHOUT, commented, “Our film is not merely about Raya clothes; it explores the deeper meaning behind them. Beyond fashion or style, this is a celebration of the power of togetherness, compassion, and empathy – all of which are core values intrinsic to Hari Raya. We wanted this film to portray a profound sense of belonging felt by not only the receivers but also the givers, so that it serves as a reminder that generosity is more than a charitable act; it’s an acknowledgment of shared humanity.”

They added, “I’m glad that the powerful lesson in unity and compassion is beautifully illustrated through the inspiring acts of the incredible people behind this initiative, and my special acknowledgment goes to our production partners at D Moving Pictures, GT Records, and Asia Pacific Videolab for doing their story justice.”

Lastly, Ong Shi Ping, co-owner of FCB SHOUT, added, “True generosity is measured not by what we give, but by the lasting impact and deep sense of belonging that we create. This story captures that thought so beautifully, encouraging us all to reflect on our shared responsibility to ensure no one feels left behind, especially during moments meant for celebration and togetherness.”

Singapore – Tiger Beer, alongside independent creative agency :Teeth, has launched a new campaign highlighting the true spirit of Singapore through a unique and culturally insightful lens.

Tiger’s “Our Roar, Our Way” is a bold new film that challenges the stereotypical view of Singaporeans and instead embraces the quiet, confident strength that defines the nation. The campaign goes beyond just a brand message – it’s a celebration of Singapore’s authentic spirit, and we’ve captured it through real, culturally resonant moments that locals can truly understand and be proud of. 

Whether it’s the way we go all out for the people we love, express ourselves in unexpected ways, or fuse tradition with modernity, this film is a powerful reminder that no one defines us but ourselves.

Backed by a high-energy, locally produced soundtrack featuring Singaporean rapper Aditya Mirchandi Rodrigues (aka dani.kidd0), and directed by up-and-coming Singaporean Director Salihin Ramli, the film goes to great length to capture local nuances.  

Gerald Yeo, marketing director at Asia Pacific Breweries Singapore, said, “Tiger has been a Singaporean icon for generations, progressing alongside the nation while staying true to our rich heritage. Our values have always been intertwined with Singapore’s spirit. Our Roar Our Way brings out those shared values – Courage, Optimism and Respect and owns them in our own Singaporean way.”

He added, “We created a local brand platform that positions Tiger as an ally who gets you and the pressure you face as a Singaporean. Whether you are a Gen Z, Millennial, Gen X. It’s the start of a very big year for us, built around SG60.” 

Meanwhile, Stephen Kyriakou, creative director at :Teeth, commented, “Many have a stereotypical view of Singapore. But the culture here runs much deeper than MBS, Gardens by the Bay and Orchard Road.  I have lived here for 30 years and there are still things that separate me and a true Singaporean. It was important to reflect that.”

Lastly, Diego Barboza, creative director at :Teeth, commented, “We worked especially closely with our local creatives, director and artists to make sure we showed Singapore through an insider’s lens. To look past the surface, and unveil that powerful, unspoken roar with authenticity.”

Vietnam – Suntory PepsiCo’s Mirinda has launched a new online-to-offline (O2O) Tet campaign alongside Dentsu Creative Vietnam, placing a refreshing view on festive joy with a deeper purpose. The campaign–titled ‘Vui tụ Tết, Kết tình thân’ (Playful Tết gatherings that bonds families together), focuses on the value of family bonding during these festivities.

For years, Mirinda has been synonymous with youthful energy and humour, but over time, it has become perceived as a brand for teenagers, making it challenging to connect with young adults. Mirinda needed to evolve its identity, where being an icon of playfulness is not just about games or entertainment, but about unlocking life’s possibilities, bringing people closer, and spreading joy.

The Tet 2025 campaign serves as a pivotal moment in this transformation, reinforcing Mirinda as a cultural icon of playfulness that brings people together beyond just entertainment.

Tapping into cultural insights from South Vietnam, particularly the Mekong Delta, where Mirinda is a well-loved brand connected to the local community, Dentsu Creative Vietnam uncovered that the magic of Tet has faded for many young people. 

While they may return home for Tet, they often remain distracted by their digital lives, leading to a disconnect between generations. Yet, in a culture that thrives on togetherness, families connect best through playful activities, a spark that creates laughter, joy, lasting memories, and Mirinda is the catalyst for connection.

Moreover, The experiential campaign was executed through a dynamic O2O strategy in collaboration with Quang Hùng MasterD, a prominent Vietnamese singer-songwriter, bringing Mirinda’s playful spirit to life across multiple touchpoints:

  • A thematic key visual (KV) and television commercial (TVC) aired on OOH and social platforms.
  • A series of interactive mini-games on Facebook and an engaging filter on TikTok to enhance digital engagement.
  • A first-of-its-kind Playground activation in the Mekong Delta on New Year’s Eve, designed to foster in-person connections.
  • A special gifting package to further integrate the campaign into traditional Tet gifting culture.
  • Comprehensive in-store activations at leading retail chains such as Go!, Co.opmart, Circle K, and GS25, ensuring high visibility and participation.

Huynh Thanh Nhan, marketing manager at Mirinda, said, “At Mirinda, we understand that staying relevant means evolving with our audience, especially on a significant holiday like Tet. With Dentsu Creative Vietnam, we embraced the challenge of redefining playfulness—not just as fun, but as a force that fosters real connections. The team brought this vision to life by turning cultural insights into an engaging, impactful campaign that remains deeply relatable to our consumers. Through this, we hope to inspire families to rediscover the joy of togetherness in a way that feels fresh, meaningful, and true to the spirit of Tet.”

Meanwhile, Juan Miguel Abril, senior creative director at Dentsu Creative Vietnam, commented, “Tet is more than just a celebration—it’s a moment of deep emotional connection for families. Our team was passionate about crafting a campaign that not only captures the festive spirit but also resonates with the cultural nuances of the Mekong Delta. By blending creativity with meaningful insights, we’ve transformed playfulness into a bridge that brings generations together, making Tet more joyful and memorable.”

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 – 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.”

Australia – With the arrival of the Hot Honey Sauce on the menu of Macca’s, the global fast-food chain has launched a new distinct and delicious campaign as well as a t-shirt collab to encourage Aussies to ‘embrace the drip’.

Drawing on the modern cultural meaning of ‘drip’—which refers to stylish clothing—while also playing on its literal connection to the gooey Hot Honey sauce, Macca’s has partnered with the hottest Australian streetwear brand Culture Kings, to create a Hot Honey range inspired tee. Fans can buy the tees at Culture Kings Melbourne and online from Wednesday 19 March until they sell out, at which point the only way to get the custom drip is by ordering Hot Honey via the MyMacca’s app. 

It kicked off on Monday 17 March, when the collab was announced to fans along with a teaser to build hype, with Macca’s and Culture Kings dripping out their Instagram feeds, in the Hozier Lane store in Melbourne, and digital out-of-home placements. 

The fully integrated campaign–done alongside DDB Sydney–now hits screens, billboards, social feeds and more from today. With a sneaker drop-style launch event on Saturday 22 March at Culture Kings’ flagship store in Hozier Lane, fans can customise their t-shirt to make their drip even more one-of-a-kind. 

Amanda Nakad, marketing director of menu and brand for McDonald’s Australia, said, “You asked. We listened. Macca’s has seen more and more demand for chicken and we are always looking for ways to grow our range, so we can continue offering our customers even more choice when it comes to chicken. 

She added, “Macca’s runs have never been sweeter and we know when a new range drops, you and your crew are on your way. Our new Hot Honey range is a little sweet and a little sticky but will have you willing to risk it all, so our advice is – embrace the drip.” 

Meanwhile, Jack Nunn, Creative Partner at DDB Sydney, commented, “We borrowed from sneaker drop culture in how the campaign shows up and feels. It’s exciting and really fresh. Plus, I’m pretty keen to see Grimace rock one of the tees, I reckon he could pull it off.”

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.