Air Selangor goes beyond the tap to make water cool

Water is essential, but it’s rarely considered “cool”. Air Selangor, Malaysia’s largest water services provider, has been experimenting with creative ways to change that perception, turning water conservation into something engaging, interactive, and shareable for younger audiences.

Part of the challenge for Air Selangor has been reaching audiences in a digital-first world. Rural areas, for instance, still lag behind in adopting digital services. “Despite growing digital adoption in urban areas, rural regions still face challenges in embracing digital services,” said Elina Baseri, head of corporate communications, in conversation with A+M.

To address this, the company runs outreach programmes and social media contests to educate communities about tools such as e-Bil and the upgraded Air Selangor app. “We're also organising a series of fun and interactive contests to encourage participation while more effectively promoting the adoption of digital services,” she said.

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On the broader digital front, the company has also revamped its mobile app and website, introduced a virtual assistant, and integrated push notifications to ensure real-time updates reach customers. However, while these upgrades improve service, Air Selangor is also aware that attention spans are short, especially online. “All of these updates are designed to introduce new features and optimise performance in a consistent and minimally disruptive way,” Elina said, highlighting the focus on creating meaningful experiences rather than overwhelming users.

From faucet to screens

Beyond infrastructure and apps, Air Selangor has leaned heavily into storytelling to capture the imagination of younger audiences, using creative content to build awareness and educate on water conservation and sustainable water practices. A standout example is its partnership with Monsta Studios to feature BoBoiBoy. Elina shared that: 

BoBoiBoy became a central figure in our campaigns, serving as an engaging and relatable way to introduce water conservation concepts to children.

Since 2021, the collaboration has amassed over 483 million impressions, with the 2024 "Misi jimat air BoBoiBoy" ("BoBoiBoy water conservation mission") competition drawing participation from primary school students across Selangor, Kuala Lumpur, and Putrajaya. Kids submitted creative videos, including music videos, VFX clips, and storytelling projects, demonstrating their understanding of sustainable water practices in a fun, hands-on way.

Meanwhile, the Hydro Family characters, part of the “Joy in every drop” campaign, take this engagement further. Each character represents a different facet of water conservation: Hydro, the dad and technician; Bayu, the supermom; Dew, the environmentally conscious student; Varun, the curious prankster; and Joy, the living water droplet. “The Hydro Family has played a key role in our mission to raise awareness about water conservation in an engaging and interactive manner,” Elina said. Through music videos, quizzes, and roadshows, the characters make water-saving tips easy to digest, and memorable.

Building on this approach, Air Selangor has tapped into social series including its "Water wise" campaign, which blends practical advice with entertainment. The series was created in collaboration with popular content creator Sai (@sai_cx) of Wabikong TV, known for his irreverent and humorous interviews with politicians such as Syed Saddiq and Lim Guan Eng.

Shared on Sai’s Instagram, the four-episode series aired between February and July, featuring a mix of formats: interviews with fellow content creator Raj Mahal, chasing down artist Ann Jaafar, a skit with Safwan Azri in Bahasa Melayu, and a Mandarin-language comedy challenge with @94henn’s “aunty” stand-up character.

Throughout, the episodes weave in key messages about water conservation, understanding water footprints, and the role of restoring nature in saving water. The campaign encourages audiences to learn practical tips and tricks to save water in an engaging and entertaining format,” Elina said. By using relatable hosts and interactive content, the company transforms education into an experience rather than a lecture.

Making waves with the next gen

Air Selangor’s campaigns are deliberately structured to reach younger demographics and encourage participation. Beyond animated series and contests, school programmes such as "Water conservation hero" train students to become advocates for sustainable water use. Partnerships with organisations such as the Malaysian Youth Delegation extend the reach further.

“All of Air Selangor’s recent campaigns have been, and are strategically aligned with our communications objectives to engage younger audiences and promote water conservation,” Elina said, adding that: 

But beyond all of this, we're also banking on enhanced customer engagement, community outreach, as well as recognition and awards to elevate our brand, post revitalisation.

The broader idea is simple: instead of only presenting water as a scarce resource, make it something kids care about and can act on. By combining IP collaborations, social content, and hands-on engagement, Air Selangor has created a model for turning a technical topic into a cultural conversation. This approach is also evident in the brand’s festive films, such as The Empty Chair for Chinese New Year, which garnered over 2.3 million views on Instagram. The film doesn’t overtly preach water conservation; instead, it tells an emotional story about family, subtly weaving in examples of water use, such as washing dishes, cleaning a wound with bottled water, and other everyday moments.

Keeping trust afloat

All of these storytelling and community engagement efforts are supported by Air Selangor’s focus on reliability and trust. The company has developed a robust crisis communication framework to manage water disruptions and keep customers informed. “Our framework focuses on delivering timely, accurate and transparent information during emergencies, aiming to neutralise negative sentiments arising from misinformation,” Elina said. Real-time monitoring of social media and push notifications through the app ensure updates reach customers quickly.

These measures have had an impact. Following the framework’s implementation, the customer satisfaction score rose from 63.6% in 2020 to 80.3% in 2024, while the net promoter score improved from -23 to +26. “These metrics suggest that Air Selangor's efforts in crisis communication and customer engagement have contributed to rebuilding consumer trust and satisfaction,” Elina noted.

To further streamline interactions, Air Selangor has introduced a centralised help centre, called the robotic process automation for faster responses, and expanded call centre capacity. “We want to ensure that our platforms are not only informative but also practical and user-friendly for our customers,” she added.

By combining innovative storytelling with a strong operational backbone, Air Selangor shows that engaging campaigns for youth and reliable customer service can go hand in hand.

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