As Merdeka Day 2025 approaches, the air in Malaysia is already buzzing with patriotic spirit! Hari Merdeka isn’t just a public holiday; it’s a vibrant celebration of our Malaysia Independence Day, a time when the nation truly embodies ‘Malaysia Boleh!’
For businesses, this period is the perfect chance to launch a memorable Merdeka marketing campaign that connects with local communities and strengthens brand identity. Yet, standing out with a truly impactful idea remains a challenge.
It’s all about understanding your target audience and crafting narratives that resonate deeply. In this article, we’ll look at some of the top Merdeka campaigns that have captured Malaysian hearts and uncover what makes them so effective.
Table of Contents
1. Petronas – Masters of Character-Driven Narratives
The Emotional Powerhouse Strategy
Petronas has practically owned the Merdeka marketing campaign space for decades. This year, PETRONAS presented ‘Sepenuh Hati,’ a heartwarming film celebrating the values that unite Malaysia’s diverse nation, continuing their tradition of brand films that make Malaysians experience happy tears.
Why Their Video Marketing Works Online:
- Emotional storytelling that transcends cultural barriers
- Character-driven narratives featuring real Malaysian experiences
- Timeless messages that get shared year after year
The SME Lesson: Start Simple, Think Deep
You can create engaging content without spending as much as Petronas.Focus on:
- Local stories from your community
- Authentic characters your customers can relate to
- Simple narratives that showcase your brand’s Malaysian identity
Pro tip: Partner with local artists or community members for genuine short video marketing content that feels authentic, not corporate.
Want to craft a brand film or festive video that captures emotions? Explore Newnormz’s video making services.
2. Grab—Celebrating Everyday Malaysian Heroes
The Community-First Approach
Grab’s 2025 Merdeka campaign offered various deals and promotions throughout the patriotic season, but their real genius lies in spotlighting everyday Malaysians, from delivery riders to small business owners.
Their Merdeka music video celebrated everyday Malaysians, from delivery riders and merchants to families and young people, showcasing the community that powers the Grab ecosystem.
It’s easy to see why this campaign is often recognized as one of the top Merdeka campaigns, thanks to its genuine and relatable style.
Their Digital Success Formula:
- Emotional storytelling through music .A patriotic song that Malaysians could relate to and share.
- Cultural localisation. Lyrics, visuals, and scenes that reflect true Malaysian life.
- Community spotlighting. Featuring real riders, merchants, and ordinary Malaysians as the stars.
- Multi-channel amplification. Distributing the music video across YouTube, TikTok, Facebook, and Spotify for maximum reach.
The SME Lesson: Your Customers Are Your Best Storyteller
This can still be accomplished without a high-end music video. Authenticity is what counts. Let the stories of your customers speak for themselves as you highlight how your brand benefits actual people.
- Featuring real customer stories in your hashtag campaigns
- Feature customer stories in short-form videos (Reels/TikTok).
- Collaborate with local micro-influencers who resonate with your community.
- Run promotions or campaigns that reward customer loyalty and encourage sharing
Quick Win: Launch a “Suara Rakyat” mini video series featuring everyday Malaysians using your product or service. Keep it short, emotional, and shareable, just like Grab’s Merdeka music video.
Need help running social-first campaigns? Check out Newnormz’s social media marketing services.
3. KFC – Flavourful Patriotism That Actually Tastes Good
The Sensory Marketing Revolution
KFC Malaysia consistently nails Merdeka food deals by tapping into our love for local flavours with patriotic twists. Their limited-time menus become social media sensations, especially on visual platforms.
What Makes Them Sizzle Online:
- Instagrammable visuals that scream “Malaysia Boleh”
- Limited-time urgency driving immediate action
- Cultural fusion that celebrates Malaysian taste buds
The SME Lesson: Make It Seasonal, Make It Shareable
Whether you’re in F&B or fashion, create Merdeka 2025 promotions that:
- Tie into Malaysian culture (colours, flavours, traditions)
- Generate user-generated content through unique presentation
- Create FOMO with limited-time offers
Think Merdeka-themed packaging, special edition products, or collaborative items with local artists.
Ready to boost sales with festive promotions? Drive visibility with Facebook Ads and Instagram Ads.
4. Maybank – Merdeka Digital Banking Campaigns & Freedom to Explore Our Malaysia
The Smart Convenience Strategy
Maybank leverages Merdeka to highlight both patriotism and financial empowerment. Through e-wallet cashback, QR promotions, and patriotic-themed digital content, Maybank makes everyday banking feel like part of the celebration.
Their Route to Digital Success:
- Seamless integration of e-wallet and QR promos into festive shopping
- Social amplification through patriotic visuals and hashtags on Facebook & Instagram
- Push notifications and in-app campaigns, ensuring users can’t miss the deals
The SME Lesson: Make Transactions Part of the Festive Story
It doesn’t necessary to be a bank to use this approach. Any brand can link purchases to festive rewards or loyalty points.
Example:
- A café could offer “31% cashback” via e-wallet payments during Merdeka week.
- A retail store could gamify payments by rewarding shoppers who use QR Pay with patriotic-themed vouchers.
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5. Telekom Malaysia (TM)—Connecting Hearts Across Malaysia
The Digital LIfeline Strategy
CelcomDigi’s Merdeka digital campaigns turn Merdeka into more than just a celebration; it becomes a reminder of how connectivity unites Malaysians. By offering festive data packs, patriotic short films, and in-app rewards, they merge emotional branding with digital utility.
Their Signal to Success:
- Festive data bundles positioned as a “gift of connection”
- Short films & social campaigns showcasing Malaysian diversity
- App-exclusive deals amplified through push notifications and hashtags
The SME Lesson: Connect Customers Through Digital Utility
Even if you’re not a telco, think about how your product or service can act as a “digital connector.”
Focus your creative production on how your business:
- Brings people together in your community
- Enables connections between customers
- Supports Malaysian identity and local values
Example:
- A local F&B brand could give free WiFi & festive e-vouchers as a Merdeka perk.
- An SME retailer could launch a “stay connected” WhatsApp group campaign with special loyalty discounts.
Think: How does your cafe bring neighbours together? How does your service help Malaysian families connect?
Ready to Create Your Own Viral Merdeka Moment?
These campaigns prove that successful festive marketing isn’t about the biggest budget; it’s about understanding Malaysian hearts. Are you in the thought of planning a Merdeka marketing campaign for 2025 or developing content creation strategies? Remember:
- Start with authentic Malaysian stories
- Connect with local communities genuinely
- Create shareable moments that celebrate our diversity
- Position your brand as part of Malaysia’s story
The countdown to Merdeka 2025 has begun. After conducting thorough market research and understanding your audience, it’s time to craft campaigns that not only sell products but also celebrate what makes Malaysia truly special.
Want help turning your Merdeka ideas into viral campaigns? Let’s chat about creating marketing magic that makes Malaysians proud to share your story today. Check out Newnormz, your digital marketing agency, to get started.
Conclusion
The top Merdeka campaigns are more than advertising; they provide opportunities to connect with the Malaysian spirit. Through emotional storytelling and community-driven videos, brands can make a meaningful impact during this patriotic season.
No matter your business size, one thing stands out: being authentic, celebrating culture, and showing creativity always lead to success.
If you are ready to make your next campaign stand out, contact Newnormz today. Together, we’ll craft a Merdeka marketing campaign that celebrates Malaysia while driving your brand’s growth!
