Kuala Lumpur, Malaysia – Tune Talk has launched a new campaign titled “Kasi Tune”, developed in partnership with communications agency Edelman Malaysia, aimed at positioning the company as a technology-driven ecosystem rather than a traditional telco.
The campaign comes as competition in Malaysia’s telecommunications sector has largely centred on offering greater data allowances, faster speeds, and expanded plan options. According to Tune Talk, consumer expectations have evolved toward connectivity that integrates more seamlessly with digital lifestyles and offers smarter, adaptive experiences.
At the centre of the “Kasi Tune” campaign is a film set around a café conversation, where a woman describes her “ideal guy”, before the audience realises she is actually referring to her network experience. The line “This one… dah Kasi Tune” anchors the narrative.
The campaign illustrates everyday digital scenarios enabled by connectivity, including uninterrupted streaming during a storm, built-in security for data usage, and seamless multitasking across activities such as gaming and shopping. The visual cues are intended to reflect Tune Talk’s cloud-powered infrastructure and its ambitions to build a future-ready digital ecosystem.
The campaign also highlights three key areas the company says reflect evolving consumer expectations: faster connectivity for modern digital lifestyles, a smarter network powered by cloud-native AI, and greater value delivered through continuously evolving digital experiences.
“Kasi Tune reflects a broader shift in how Tune Talk is evolving as both a brand and a business”, says Jill Yeap, GM Marketing, Tune Talk. “Malaysians today are no longer just looking for connectivity; they expect digital experiences that are faster, smarter, secure, and seamlessly integrated into everyday life.
“s we move beyond traditional telco boundaries, our focus is on building a smarter network experience that adapts to changing consumer needs while delivering greater value. This campaign signals that evolution in a way that is culturally relevant, progressive, and distinctly Tune Talk.”
For Edelman Malaysia, the campaign sought to emphasise cultural relatability rather than conventional telecommunications messaging.
“What makes Kasi Tune work as an earned-first campaign is that it refuses to behave like traditional telco advertising,” says Mazuin Zin, CEO, Edelman Malaysia. “Instead of pushing plans and technical claims, we built the story around a culturally familiar conversation Malaysians would instantly recognize, relate to and want to share. Earned attention today does not come from being louder, it comes from creating ideas that feel socially relevant, entertaining and naturally talkable.
“That was the strategic opportunity here: to make Tune Talk’s evolution into a smarter, future-forward ecosystem feel human and emotionally intuitive rather than overly technical. The campaign demonstrates how better connectivity should feel in everyday life: seamless, adaptive and frictionless, while positioning the brand in a way that consumers, media and culture can organically engage with. That is what gives Kasi Tune stronger earned impact beyond traditional advertising.”
Through the campaign, Tune Talk signals its intention to position the brand around smarter connectivity and evolving digital experiences as it expands beyond traditional telecommunications offerings.
