Tag: The Chariot Agency

Kuala Lumpur, Malaysia – If you’ve ever sung your heart out at a Malaysian karaoke session, chances are you’ve belted out Belaian Jiwa. Now, Nando’s Malaysia is giving the beloved 90s classic a spicy twist in its latest campaign that celebrates its passion for flame-grilled PERi-PERi chicken.

Titled ‘InnuNando’s’, the campaign reinterprets Belaian Jiwa into a cheeky, heartfelt tribute to the love and craftsmanship behind every Nando’s meal. The reimagined ballad takes centre stage in a playful yet soulful music video that highlights the meticulous preparation process — from 24-hour marination to flame-grilling — all done with flair by the brand’s dedicated grillers, affectionately known as Nandocas.

Set inside a Nando’s outlet, the video follows one such Nandoca as he pours his heart into the craft, surrounded by marinade, open flames, and the unmistakable energy of a kitchen that takes pride in its work. The film blends humour, passion, and authenticity, staying true to Nando’s signature style.

The campaign was developed in collaboration with Chariot Agency, helmed by director Aiman Aliff of Director’s Think Tank, with audio production by Pitch Audio+Magic. More than just a tribute, the music video also doubles as an interactive experience: fans are invited to spot hidden codes throughout the video — some real, some decoys — and enter them on the Gold Standard Chicken website for a chance to win free Nando’s meals.

In-store customers can join the fun too, by scanning QR codes on table talkers or Chicken Flags to rate their PERi-PERi chicken and win additional rewards.

Part of Nando’s new brand platform, “That’s a Nando’s Thing,” the campaign reinforces what has long set the restaurant apart — a genuine love for great food, made with care, heat, and a touch of humour.

With InnuNando’s, the brand adds a fiery new verse to a classic Malaysian melody — and reminds fans that when it comes to PERi-PERi passion, nobody does it quite like Nando’s.

Chai Hui Fung, chief commercial officer at Nando’s Malaysia, said, “At Nando’s, we’ve always believed that great chicken starts with great people. This campaign was our way of spotlighting the heart, craft, and care that go into every flame-grilled PERi-PERi chicken – something we call the Gold Standard. InnuNando’s may be playful, but it carries a real message: our chicken isn’t just grilled, it’s lovingly crafted by Nandocas who take pride in every step. And what better way to express that than through a song that every Malaysian knows speaks of love?”

Meanwhile, Christyna Fong, creative director at Chariot Agency, commented, “We could’ve written a new ballad (we did!), but nothing hit the spot quite like Belaian Jiwa. It’s timeless, emotional, and instantly recognisable. It just made sense – the ultimate love song, for the ultimate love: great chicken.”

Kuala Lumpur, Malaysia – Chariot Agency has joined as a partner collaborator for the Selangor International Pickleball Tournament 2025, which happened on May 10-12 and saw elite pickleball players joining from over 10 countries, including the USA, China, Vietnam, India, and the Philippines. 

Organised by the Subang Jaya Pickleball Club and MyPickleball, and sponsored by JW Pacific Express, the event marked a significant step in cementing pickleball’s presence in the region.

Sanctioned and supported by MPP MBSJ, Selangor Pickleball Association, and the Malaysia Pickleball Association, this tournament blended top-tier athleticism with community passion. With Chariot Agency as the Partner Collaborator, the event was elevated with a dynamic brand presence, sharp storytelling, and a regional reach that signals big potential ahead.

Also adding star power to the event were national athletes from across disciplines badminton legends Koo Kien Keat and Chan Peng Soon, footballers Intan Serah and Steffi Sarge Kaur, and field hockey icons Dato’ Mirnawan Nawawi and Keevan Raj underscoring pickleball’s broadening appeal.

Adrian Cheah, managing director of Chariot Agency, said, “Pickleball isn’t just a passing trend. It’s being recognised, taught, and supported by the relevant ministries in Malaysia. The infrastructure is building. The talent is growing. For brands looking to get in early on a sport that offers scale, inclusivity, and strong community roots, this is the time to take it seriously. It’s here to stay.”

As the lead creative agency behind the tournament’s identity and communication strategy, Chariot Agency is firmly positioned at the forefront of pickleball sport advertising in Southeast Asia. With a proven ability to shape narratives and build value around emerging sports, Chariot continues to push boundaries for brands that want to make a meaningful impact.

Kuala Lumpur, Malaysia – The maritime industry remains one of the most male-dominated fields in the world, with men making up 98% of its workforce. To help change that, the International Maritime Organisation launched International Day for Women in Maritime in 2022, supporting the UN’s Sustainable Development Goal 5: gender equality.

This year, MISC Group is charting a bold new course. ‘Chart Her Course’ goes beyond awareness; it’s a strategic outreach campaign designed to reach people far outside the maritime world. With most career choices shaped before university and driven by emotional impact over logic, MISC Group and their creative partners, Chariot Agency, created an immersive experience built to resonate on a deeper level. One that will open up a new world for young girls and women, inspiring what they could become. 

This installation invites visitors into the lives of three women in maritime: a captain, a fourth engineer, and a deck cadet, all graduates of ALAM, Malaysia’s leading maritime academy and part of the MISC Group. 

Built with Chariot’s tech partners, Farout, and event partners, Tree Seed Management, the activation blends interactive technology, projection mapping, and spatial audio to create an experience that responds in real time. 

“These women have braved everything from typhoons to traditions, and we wanted every part of that to be felt. We built this to bridge the emotional distance between everyday life and the maritime world, using tech and storytelling not just to inform, but to move and inspire” said Christyna Fong, creative director of Chariot Agency.

Running from May 16 to 18 at Muzium Telekom, Chart Her Course is a free public exhibition that invites visitors to experience the lives of these Malaysian women who have carved out careers in one of the world’s most male-dominated industries. Visitors are encouraged to RSVP via the official website at https://idwm2025.miscgroup.com/event to secure their slot and take part in this one-of-a-kind experience.

Kuala Lumpur, Malaysia – Chariot has retained its role as global social media agency for virtual reality (VR) technology brand PICO, following a competitive pitch held earlier this year. The win extends a growing partnership now entering its third year, as PICO continues its push to expand brand influence and deepen engagement across international markets.

The two-way pitch culminated in Chariot securing the renewed mandate for 2025. This marks another significant milestone in a relationship that first began in 2023, when Chariot was selected as PICO’s global social agency for the first time.

As part of the renewed scope, Chariot will continue to lead content planning, community building, and data-driven analysis across PICO’s global social media platforms, including X (formerly Twitter), Instagram, Facebook, and TikTok.

PICO is a VR technology brand established and developed in 2015 by ByteDance, known for pushing boundaries in immersive tech through high-quality content and innovative experiences. In 2025, PICO is set to amplify its presence in key overseas markets such as Germany, the UK, France, Italy, Spain, China, Japan, South Korea, Malaysia, amongst others.

Adrian Cheah, managing director at Chariot, said, “We’ve built a strong foundation of storytelling and community with PICO. The next phase is all about deepening impact. From emerging markets to core territories, our focus is on making PICO’s vision of VR a more immersive and inclusive experience for everyone.”

The renewed partnership reflects a shared ambition to accelerate global visibility for PICO, and to solidify its role as a leader in shaping the future of virtual reality.

Kuala Lumpur, Malaysia – Chariot Agency has announced the sponsorship of two Malaysian pickleball teams, Infinity Sports Academy and Subang Jaya Pickleball Club. Said strategic partnership that aims to develop the game on a competitive level locally and globally.

Through this sponsorship, Chariot ensures that Infinity Sports Academy and Subang Jaya Pickleball can fully concentrate on their training, competitions, and overall performance rather than having to seek funding for tournament entries, equipment, and travel expenses.

Chariot’s new foray into sports marketing not only supports elite players, but fosters a thriving sports ecosystem. By empowering Malaysian pickleball talents, they see it as an opportunity for brands to rise together with the sport’s presence on a global scale. 

Adrian Cheah, managing director of Chariot Agency, said, “We saw our chance to be a part of a growing sports institution, and all the opportunities that came with it. Effective marketing is deeply rooted in understanding what motivates people. And sports has always been an avenue to inspire and excite, something that fans of pickleball have demonstrated in spades.” 

He added, “We believe that by supporting these teams, we are not just investing in their success, but also our own. Diversifying our interests will help us understand people better, and provide insights that we can implement in the work we do for our clients. We invite brands that share our vision to join us in elevating these teams and making a lasting impact on the sport.”

Since its introduction to Malaysia in 2019, pickleball has been steadily gaining popularity in East Malaysia followed by urban centers such as Kuala Lumpur, Johor Bahru, and Penang. Globally, the sport has experienced explosive growth, with the Asia-Pacific region projected to see a 24.5% annual growth rate from 2024 to 2029.

Adding to this momentum, several state governments in Malaysia have begun investing in pickleball infrastructure and grassroots programmes, recognising its potential as a major sport. There are ongoing discussions to introduce pickleball into SUKMA (Sukan Malaysia), the country’s premier multi-sport event, which would further elevate the sport’s profile and encourage wider participation. 

This growing institutional support presents a unique opportunity for brands to align with a sport on the rise and contribute to its nationwide development. As interest in pickleball surges in Malaysia and within the region, corporate partnerships will be instrumental in positioning Malaysia as a key player in the international pickleball scene. 

Infinity Sports Academy’s founder, Jimmy Liong, expressed enthusiasm about the partnership, stating, “Having Chariot as a sponsor allows us to focus entirely on training, development, and competing at the highest level. Pickleball in Malaysia is at a crucial growth stage, and with the right support from brands, we can accelerate its development and bring local talent to international prominence. We hope more companies will recognize the potential of this sport and join us in this journey.”

Meanwhile, Subang Jaya Pickleball Club captain, Gee Ci Long, echoed these sentiments, emphasising the importance of corporate backing in competitive sports, commenting. “Pickleball is more than just a game – it’s a growing movement, and we want to be at the forefront. With Chariot’s support, we no longer have to worry about the financial constraints that often limit our participation in key tournaments. This partnership allows us to focus on training and competing at our best. We look forward to seeing more brands step in and help drive the sport forward.”

Kuala Lumpur, Malaysia – Nando’s has announced the launch of a new marketing campaign, “Intense Flavours That Make You Lose It”, for its new product, PERi-crackle. While people freaking out over food usually strikes fear in the hearts of those working in F&B, this campaign puts a twist on what ranting and raving will be like with this new menu addition. 

Nando’s PERi-crackle is a topping made with toasted sesame, sunflower and pumpkin seeds, garlic, shallots, and PERi-PERi. Not to be confused with a sauce, Nando’s calls it a ‘flavour topping’ that you can add to your favourite foods. Chicken, sides, and everything in between. 

The campaign, conceptualised alongside The Chariot Agency, features Malaysian actor and lifestyle influencer, Harris Annuar, screaming compliments to Nando’s TRX employees for serving him an intensely flavourful PERi-crackle with his ¼ Chicken with 2 Sides order. 

A series of ads followed this as they collaborated once again with Jared Lee of Grim Films, who brought freak-out moments up a notch. In one video, one could see cosplayers drop their carefully curated characters. In another, a trio of championship-winning mimes go berserk and lose their cool. It’s all the PERi-crackle effect, brought to mouth-watering life with food styling by Shen of Boldz Studio.

Elaine Chiew, head of marketing at Nando’s Malaysia, said, “At Nando’s, we’re always looking for new ways to bring South African heat to Malaysian tastebuds. PERi-PERi is more than just an ingredient to us, it’s the magic that makes Nando’s uniquely Nando’s and with PERi-crackle, we now have a new way for our fans to enjoy PERi-PERi – in the form of a chilli oil topping and not just a sauce or basting. The experience of eating PERi-crackle can get intense as it’s spicy, crunchy, savoury and you just can’t believe how well it goes with so many different things.”

Meanwhile, June Lim, account director at Chariot Agency, commented, “We injected a comedic approach to the campaign that hinges on real human behaviour when eating – a common one is when you eat something so good that your body just does this little shake. PERi-crackle is made with powerful, textured ingredients that get your mind and body shaking furiously.”

Lastly, Christyna Fong, creative director at Chariot Agency, said, “The flavours of PERi-crackle are so enjoyably intense, it just fires up everything in your body all at once. We wanted to capture the feeling of completely losing yourself to the intensity. From the stunt to our ads, PERi-crackle’s flavours and textures will have you dropping any act or pretences and just lose your cool. So watch yourself around it.”