For MR. DIY, these honours are more than milestones—they reflect years of strategic brand-building, bold creative campaigns, and a culture rooted in collaboration and agility.

In an exclusive interview with MARKETECH APAC, Alex Goh, VP of marketing at MR. DIY, discussed how the brand’s long-term approach to branding, combined with innovative campaigns and empowered teamwork, has driven this remarkable recognition.

A promise at the heart of the brand

When asked about the significance of the awards, Alex reflected on the brand’s long-term philosophy:

“Branding isn’t really about fancy strategies. It’s simply about keeping the promise we made: ‘Always Low Prices’. That promise is the heartbeat of everything we do. It’s what took us from just a single hardware shop to a name that millions of Malaysians rely on every day.”

For Alex, receiving the Brand of the Year award feels like a validation of that journey, reinforcing that reliability and consistency really do matter to people.

“We strive to be the neighbour you can always turn to, and this recognition ensures that as we grow, we never lose sight of who we are,” he added.

This unwavering commitment to consistency has guided MR. DIY’s growth from a single shop to a nationwide brand recognised for trust, reliability, and accessibility.

Creative campaigns that connect with customers

MR. DIY’s award-winning campaigns illustrate the brand’s boldness and customer-first philosophy. Campaigns such as “Big and Small, MR. DIY Has It All” and the mascot campaign “MR.DIY Knows How to Care for You (PANDAi Jaga Anda)” have become key touchpoints for customer engagement.

MR. DIY’s ‘Big and Small, MR. DIY Has It All’ campaign made a statement by showcasing the retailer’s sizable offering, featuring giant product installations at high-traffic landmarks and flagship MR.DIY outlets—turning everyday items into unmissable statements. Each oversized item represented a category beyond hardware, showing Malaysians just how far MR. DIY’s range extends.

Speaking about this campaign, Alex emphasised, “That wasn’t just a slogan; it was our way of reassuring customers that no matter what they’re looking for, they can always count on us to have it.”

Another award-winning campaign, MR. DIY’s ‘PANDAi Jaga Anda’ (MR.DIY Knows How to Care for You), used the mascot name “PANDAi”, a local pun where pandai also means “smart” in Malay. This line wasn’t just a tagline—it was a campaign promise. PANDAi would embody MR. DIY’s caring personality, appearing where Malaysians least expected him but most needed a smile.

“With ‘PANDAi Jaga Anda’ (MR. DIY Knows How to Care for You), our mascot helped us put a friendly, recognisable face to the brand. It allowed us to evolve the conversation from simply what we sell to how we support our customers. At the end of the day, we just want to be the dependable neighbourhood store that people trust as the provider of daily essentials,” Alex described.

Through these campaigns, MR. DIY translates everyday customer needs into relatable, memorable, and emotionally resonant brand messaging, strengthening both awareness and loyalty.

Collaboration and a “think like a founder” culture

Beyond campaigns, the brand’s internal culture of collaboration and agility has been instrumental in generating innovative ideas and maintaining market responsiveness. MR. DIY fosters an environment where open debate and empowerment are central to team success.

“The real energy in our office comes from what I call a ‘think like a founder’ culture. I encourage ownership and empower my team to constantly look for ways to make things happen in an impactful way,” Alex explained. 

According to him, the said mindset creates an environment where people feel confident to speak up, challenge ideas, and have those open, honest discussions when they see a better way forward. 

“We make sure they have the right tools and clear direction, but then we trust them to take the lead. Seeing the team win ‘Marketing Team of the Year’ three times in a single year is proof that this way of working really pays off. It’s that exact same ‘all-in’ spirit that is driving us forward as we expand across the APAC region.”

This culture is reinforced through strong team ownership, cross-functional collaboration, and an emphasis on agility, which the brand credits as key drivers behind both its Malaysia and Asia-Pacific awards.

Leadership that empowers creativity

The creative mindset at MR. DIY is shaped by Alex’s leadership philosophy. For him, it is important to champion a culture that allows people to voice their ideas and think like founders.

“I champion a creative culture where every voice counts. When people feel seen and heard, creativity flourishes, and that is where the best ideas take shape. I also encourage my team to think like founders: take ownership, think big, and push boundaries.”

“By creating a space for my team to lead and step beyond their comfort zones, I’ve seen them grow both personally and professionally,” he added.

By combining empowerment with clear strategic direction, MR. DIY ensures that its marketing team consistently delivers innovative, customer-centric campaigns that resonate both locally and regionally.

Looking ahead: expanding excellence across APAC

While the 17 awards from the NEXT Awards Malaysia 2025 highlight local dominance, MR. DIY’s focus extends to regional recognition. The brand’s Gold win for Most Innovative Marketing Team of the Year at the NEXT Awards Asia-Pacific signals its ambition to replicate its strategic brand-building, bold creativity, and collaborative culture across the region.

For MR. DIY, awards serve not as an endpoint, but as a milestone in a continuous journey of growth, customer focus, and innovation. Through consistency in brand promise, campaigns that resonate with everyday needs, and a culture that empowers its people, MR. DIY is setting a benchmark for retail marketing in Malaysia and APAC.

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MR. DIY Malaysia’s story is one of strategy, creativity, and collaboration. From keeping the simple promise of “Always Low Prices” to creating bold campaigns and nurturing a culture of empowered, innovative teams, the retailer demonstrates how long-term brand-building pays off. Its awards at both the Malaysia and APAC levels reflect not only current success but also the blueprint for continued regional growth.

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