Tag: Mediabrands Content Studio

Kuala Lumpur, Malaysia – Sime Darby Auto Connexion (Auto Connexion), the authorised distributor of Ford, has worked with MBCS to showcase the Ford Ranger’s unparalleled versatility this festive season to reinvent the Malaysian ‘balik kampung’ (returning to hometown) experience.

Tapping into the universally relatable chaos when it comes to retuning home for festive breaks, the ‘Ranger Ready, Raya Steady’ campaign builds on the exciting, hectic, and endearing moments that come from gathering everything that’s needed ahead of journeying to a special celebration with loved ones. 

The campaign leverages upon KOLs Alana and Abbas – a mixed-race couple with a strong presence in the East Cost of Malaysia, and national footballer Intan Serah, to showcase the wide appeal of Ford for families, couples, and those with sporty, performance needs.

Moreover, the campaign also featured engaging on-ground activations at the IOI Puchong roadshow, and a “Cari & Menang Ketupat” (find the Ketupat) challenge on social media.

Noerel Huda Ismail, head of marketing at Sime Darby Auto Connexion – Ford, said, “The Ranger is more than just a vehicle; it’s a dependable companion for Malaysians in all their activities during the festive season. In a true demonstration of joy and bustling Raya celebrations, the versatility of the Ford Ranger can get you through it. We hope all Malaysians get to see the Ford Ranger as the ultimate solution for this seasonal challenge.” 

Meanwhile, Eddy Nazarullah, creative director at MBCS, commented, “Raya is a time of joy and togetherness, but also filled with the commotion of planning. With this, comes the struggle of packing and returning to your hometown with an abundance of gifts and food to show your love to family back home. The very mundane and practical action of packing often becomes an ambitious feat as families challenge themselves to fit everything into their vehicles, and what we want to show is that, when it comes to balik kampung, there’s nothing the Ranger can’t carry.”

Kuala Lumpur, Malaysia – To promote its latest ‘Pizza Ayam Bakar’ offering, Pizza Hut Malaysia recently teamed up with IPG Mediabrands’ Mediabrands Content Studio (MBCS) to launch a new campaign that showcased a classic Ramadan/Raya fare of flame grilled chicken with Pizza Hut’s flare – smoky grilled bazaar flavours on a fully loaded pizza, in a fun twist that’s anything but “biashe-biashe” (ordinary).

Said campaign, in a nod to the smoky flames from the grill, featured the pizza being launched with a smoke projection billboard above a Pizza Hut store in proximity of one of Kuala Lumpur’s most popular Ramadan bazaars, driving traffic towards the outlet.

In addition, an activation at local bazaars and an in-store contest introduced the Pizza Ayam Bakar promotions and an opportunity to win free pizza for those who could say the pizza’s tongue twister of a name in the game “Say My Loaded Name”.

Mun Tuck Wai, executive creative director at MBCS said, “Ramadan/Raya is a time of food and gatherings, and a classic favourite is the ayam bakar – found in every bazaar. But who’s to say that ayam bakar is just for the bazaar? Sending smoke signals is an age-old tradition, and we looked to lure our customers right to our doorstep to experience ayam bakar like never before. A pizza with these flavours needs a launch that’s equally as bold, and we wanted to tickle that curiosity when introducing an ayam bakar that is out of the ordinary.”

Meanwhile, Aileen See, chief marketing officer at Pizza Hut Malaysia said, “At Pizza Hut, we believe that the best flavors are the ones that resonate with our customers’ hearts and taste buds. With the Pizza Ayam Bakar, we’ve worked hard to craft a truly authentic taste experience that reflects the unique flavors of ayam bakar that you’d get from our local bazaars.”

She added, “The MBCS team have integrated this sensory element of smoke that you’d get from the grill into our campaign, blurring the lines between tech, creativity and cultural relevance for an unforgettable campaign. It’s not just about selling pizza; it’s about the celebration of Ramadan/Raya through our shared language of food.”

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 – 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 – 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 – Skincare brand Aiken has rolled out its latest festive campaign alongside MBCS, highlighting its goal of bringing brighter start to the Chinese New Year (CNY) through their cheeky and heartwarming ad, “Double the Brightness for a Brighter Year.”

This campaign introduces a comedic twist to Chinese mythology, featuring an overworked Goddess of Fortune (Choy San) who enlists the help of the newly invented Goddess of Beauty (Leng Lui San), personified by Aiken, to tackle beauty-related wishes during the hectic CNY season.

The campaign stars KOLs  Elaine Ying, famed for her ‘How to trigger’ comedic series, as the charismatic Goddess of Fortune, and TikTok sensation Gigi Cheoh, who embodies the radiant Goddess of Beauty.

The campaign, running until mid-February, showcases the Aiken Brightening Skincare Range, including Aiken Vita-C Bright and Aiken Ceramide Bright, designed to deliver glowing, radiant skin.

To amplify the festive cheer, the campaign extends beyond the film with an engaging meet-and-greet at Mid Valley, where the Goddesses delighted fans with giveaways while visiting pharmacies. Additionally, a TikTok Livestream scheduled on January 25, 8–10 PM, brought the radiance straight to audiences at home.

Saki Goh, senior general manager of Wipro Unza, emphasised the campaign’s resonance with modern consumers, stating, “Chinese New Year is an incredibly busy time for everyone, including Choy San! MBCS has cleverly tied this cultural significance into a story that reflects how beauty is a treasure in itself. With Aiken’s brightening skincare range, we’re offering consumers an effective yet affordable way to achieve radiant skin without stretching their wallets. This CNY, we hope Malaysians shine brighter than ever with the help of the Goddess of Beauty.”

Meanwhile, Christopher Chong, creative director of MBCS, shared his thoughts on the concept,”Gods hold a central place in Chinese culture, with prosperity and fortune taking centre stage during CNY. Beauty, too, is a modern form of fortune. By reimagining Choy San as a female and creating the Goddess of Beauty, we bring cultural relevance and humour to the campaign while highlighting the brightening power of Aiken’s skincare range. After all, why settle for one God when you can have two?”

Malaysia – Insurance company AIA Malaysia encourages Malaysians to reevaluate how they perceive “healthy” in a new campaign made in collaboration with Mediabrands Content Studio (MBCS).  

The AIA #RethinkHealthy campaign launched in July challenges the one-size-fits-all perspective when it comes to health, expressing that healthy choices may come in different forms for each person. 

Featuring four Malaysians of different backgrounds, the campaign focuses on their stories and how they represent physical, mental, financial, and environmental health.

Chee Foong Wai, chief marketing officer at AIA Malaysia said, “The Asian health crisis is real, and Malaysia is no exception. Despite increasing wealth, concerns over non-communicable diseases and mental health are on the rise, spurred by environmental and lifestyle factors – and yet, the idea of being healthy seems so inaccessible to many. #RethinkHealthy addresses this need by reframing the journey to health and wellness and making it more inclusive.”

She added, “We want people to approach health by committing to simple, everyday actions. By changing the way we view health, and understanding that everyone has their own unique journey – we are reframing the narrative around health to be more inclusive, holistic and accessible. We believe that through this campaign, we will engage many more Malaysians to live Healthier, Longer, Better Lives,” 

Meanwhile, Rudy La Faber, creative director at MBCS, commented, “Society still has a very specific image in mind when they think of ‘the picture of health’. While this is slowly changing for some, most people still feel that being healthy means having a slim physique or looking fit. However, this end-goal imagery can have us feeling that good health is unattainable, even when you’re actually putting in the work.”

Faber added, “In conceptualising this campaign, we asked ourselves what goes into this equation of being healthy and how we could inspire more Malaysians to get on board. We realised that more than anything, mindset and preconceptions were the biggest issues. There are many ways one can achieve better health; all we have to do is to #RethinkHealthy.”

Malaysia – MILO Malaysia, in collaboration with creative agency Mediabrands Content Studio (MBCS), has launched a campaign commemorating the upcoming Merdeka and Malaysia Day. 

Launching a film, MILO truck activation, and contest, the campaign highlights the essence of “Malaysia Boleh” or the Malaysia can-do attitude. 

The campaign’s film titled “Dulu, Kini, Selamanya, Demi, Malaysia,” which means “Then, Now, Forever, for Malaysia,” bears a nostalgic theme that highlights the fighting spirit of Malaysians during key events.

“Malaysia Boleh’ has served as a battle cry for Malaysians near and far and was coined by MILO for the SEA Games in 1993. Since then, it has served as a beacon of hope and inspiration that unifies the nation and strengthens our resolve to do better, be better. Malaysians have faced insurmountable challenges and setbacks through the years. Yet through all the obstacles we face daily, Malaysians have risen from the ashes to prove our mettle and show what we’re made of. Together, we have persevered with an unshakeable fighting spirit, and MILO has been with us through it all. #MalaysiaBolehBersamaMILO, for all time,” MBCS creative director Rudy La Faber said.

“MILO is very much part of the fabric of our nation. We are proud to have consistently played a role in Malaysia’s history, through all our highs and lows since 1950. This spirit of Malaysia Boleh Bersama MILO is one which drives all Malaysians to stand united and strong. The MBCS team have built upon this slogan, cementing the brand love of MILO into the hearts and minds of all Malaysians. It is our promise and wish to fuel Malaysia for many more years to come with MILO, and we’re excited to be able to respond to requests by Malaysians for MILO Trucks to visit their locations,” Ng Su Yen, business executive officer of the MILO Business Unit, said.

The campaign begins on Malaysia Day, Sept. 16 to 30, and can be viewed on various digital channels, television, and radio.