Tag: The Chariot Agency

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.”