11 campaigns that struck the right chord this Merdeka

As Malaysia turns 69 this Merdeka Day, brands are once again finding new ways to celebrate the quirks, characters and everyday moments that make the country uniquely Malaysian.

From mascots of proudly homegrown businesses duking it out, to the national obsession with being 'kepoh' ('busybody'), this year's campaigns have gone beyond duty-bound displays of patriotism to capture the humour, habits and heart of what it means to be Malaysian.

Across the campaigns we've covered and spotted this year, some made us laugh, some made us pause, and others simply made us feel a little prouder to call Malaysia home.

Here are 11 campaigns that caught our attention and, more importantly, captured our hearts at A+M, listed in alphabetical order.

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1. Baskin Robbins 

Baskin-Robbins Malaysia has teamed up with homegrown animated icons Upin & Ipin for a limited-time campaign aimed at driving family engagement during the Merdeka season.

Dubbed "Eksplorasi aiskrim Upin & Ipin"('Upin & Ipin ice cream adventure'), the collaboration combines exclusive co-branded menu items, themed retail environments and in-store activations inspired by the beloved twins, encouraging consumers to explore new flavours while creating shared family experiences.

Speaking to A+M, Tay Kai Wei, marketing manager at Baskin-Robbins Malaysia and Singapore, said the campaign is anchored around three key marketing objectives: winning more family occasions, strengthening the brand's local connection and turning awareness into brand preference.

Read more here. 

2. Grab

Grab Malaysia is tapping into the country's love for local food this Merdeka and Malaysia Day, teaming up with culinary personality Redzuawan Ismail, better known as Chef Wan, for a month-long celebration of homegrown flavours and businesses.

Running from 17 August to 17 September, the "Grab x Merdeka 2026: Discover the best of Malaysia" campaign brings together Malaysian food, beverage and grocery brands across Grab's ecosystem, positioning the platform as a gateway to local favourites during the festive period.

This campaign is complete with a 'Cuba-cuba lokal, cuti-cuti lokal' ('Try local, travel local') contest and a Tourism Malaysia-backed food guide. With many Malaysians being self-identified foodies, this is a campaign that hit the mark for us. 

Read more here. 

3. HABIB Jewels

HABIB Jewels is celebrating Merdeka with a month-long campaign that pays tribute to Malaysia's cultural heritage through a new jewellery collection and a series of commemorative gold wafers.

Running from 1 to 31 August across all HABIB showrooms nationwide, the campaign centres on the themes of unity, togetherness and national pride, highlighting cultural elements from across the country through contemporary jewellery design.

In conversation with A+M, a HABIB spokesperson said the campaign aims to celebrate Malaysia's cultural heritage in a way that resonates with modern consumers while reinforcing the jeweller's identity as a homegrown Malaysian brand.

Read more here. 

4. Julie's

Julie’s is taking its biscuits to new heights this Merdeka, bringing its first-ever “A mini factory adventure” roadshow to Resorts World Genting as it turns a familiar childhood snack into an immersive family experience.

Running until 23 August at Kimhua Atrium, SkyAvenue, the activation transformed the space into a miniature Julie’s biscuit factory, inviting visitors to step into the world behind two of the brand’s longstanding favourites, 'Peanut butter sandwich' and 'Cheese sandwich'. The experience was designed to celebrate not just the biscuits themselves, but the Malaysian craftsmanship, creativity and sense of togetherness that Julie’s says have shaped its story.

Read more here. 

5. Lalamove x Tealive 

Lalamove and Tealive, two well-loved brands in Malaysia, teamed up for Merdeka to launch the "Sip, sip, Lalamove" campaign. 

The campaign kicked off on 17 August and gave new and existing Lalamove users in Malaysia the chance to redeem a bundle of two Tealive lychee drink National Day edition beverages. The campaign also marked the on-demand delivery platform's first initiative of its kind and saw it partner with homegrown beverage brand Tealive as part of its Merdeka and Malaysia Day celebrations.

Read more here.

6. Mamee x ZUS

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Mamee Monster and ZUS COFFEE are celebrating Malaysia's differences this Merdeka with "Lain Tapi NGAM" ('different but well-matched'), a new collaboration bringing the two homegrown brands together across limited-edition drinks, snacks, merchandise and a dual-drink cup.

The collaboration follows a playful social media rivalry between the brands' respective mascots, Mamee Monster's Monster and ZUS COFFEE's Blue Buddy, which have been trading jabs over whose store rules Jonker Street. The online back-and-forth has now evolved into a wider Merdeka campaign centred on the idea that seemingly different personalities, tastes and routines can still make a fitting match.

We loved seeing their mischievous approach to Merdeka marketing. 

Read more here. 

7. Merdeka 118

For Malaysia Independence Day, Merdeka 118 Precinct released a brand film positioning itself as the new heart of Kuala Lumpur, shifting focus from the tower's architecture to everyday moments. 

It closes on the line "This is where it begins." With Merdeka 118 being one of the relatively newer additions to the Kuala Lumpur skyline, the statement does feel like an optimistic message, beckoning the next chapter for the nation. 

Read more here. 

8. Pos Malaysia

Pos Malaysia partnered with design brand APOM on "A Tapestry of Malaysia," a 14-design stamp collection celebrating the country's 13 states and Kuala Lumpur, complete with a first-day cover, postcards, and heritage-inspired merch.

Each design captures a theme tied to its respective state or territory, from Johor’s heritage architecture and Kedah’s paddy fields to Kelantan’s 'wayang kulit' ('shadow puppetry'), Melaka’s layered history, Sabah’s biodiversity, Sarawak’s cultural motifs and Kuala Lumpur’s urban landmarks.

The partnership builds on Pos Malaysia and APOM’s existing collaboration, with the two brands previously working together to bring Malaysian culture and heritage into collectible and design-led products. APOM’s presence at the former Kuala Lumpur General Post Office also gives the partnership a physical connection to Pos Malaysia’s heritage, with its flagship store occupying the 119-year-old building following its reopening in May.

Read more here. 

9. SJPP

In a campaign film, SJPP humorously reframed Malaysians' famously 'kepoh' ('busybody') nature as a form of support for entrepreneurs.

The campaign film stars actress Aishah Azman as a young entrepreneur navigating the uncertainties of building a business while being surrounded by family, friends and members of the community who are constantly asking about her progress.

As the film progresses, the same characters emerge as part of the entrepreneur's support system, stepping in when she needs help and showing that their curiosity comes from a desire to see her succeed.

Read more here. 

10. Spritzer

This Merdeka and Hari Malaysia 2026, Spritzer Sparkling is inviting Malaysians to rediscover the flavours of local dishes through its “Reset rasa” ('Reset taste') campaign. 

Anchored by a humorous commercial centred on nasi lemak, the campaign invites consumers to refresh their palates between bites with Spritzer Sparkling Natural Mineral Water, in a bid to rediscover the flavours, textures and aromas of Malaysia’s much-loved local dishes.

Dramatically scored by Vivaldi, the film suggests that refreshing the palate could make the next mouthful all the more enjoyable.

Read more here. 

11. TNB

Tenaga Nasional Berhad, Malaysia's electricity utility company, is quite literally a household name in Malaysia. With electricity being a key part of our day-to-day life, TNB has aptly decided to celebrate Malaysia’s national day with a film titled "Aku, TENAGA" ('Me, Energy'), a film that traces the country’s history through the lens of energy.

Created in partnership with Chariot, an affiliate of Naga DDB, the film takes viewers through key moments in Malaysia’s journey, beginning in 19th-century Malaya before independence and continuing through the country’s transformation over the decades.

The film uses energy as a constant thread connecting different periods of Malaysia’s development, positioning energy (and TNB by extension) as a force that has accompanied Malaysians through each stage.

Read more here.

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