Astro Shaw goes full throttle on 'TERBANG' marketing push

Astro Shaw is rolling out a multi-platform marketing campaign for its upcoming Malaysian film TERBANG, combining social media challenges, brand collaborations, experiential activations, merchandise and a nationwide roadshow.

The campaign invites audiences to step into the world of rally racing ahead of the film’s nationwide release on 17 September 2026. Inspired by the real-life journey of Malaysian rally driver Karamjit Singh, TERBANG follows his pursuit of success on the international stage.

Among the campaign’s key activations is the “TERBANG x STING rally challenge”, which asks members of the public to recreate rally engine sounds on social media. The five entries with the most likes will earn the opportunity to join Singh on a rally circuit on 8 August. The contest runs until 6 August.

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STING will also support an electric vehicle road trip from Kuala Lumpur to Johor on 2 September. The convoy will feature the film’s cast and fans, who can participate using their own EVs and take part in activities inspired by the film.

A separate “Let your creativity fly” challenge will invite fans to produce TERBANG-inspired posters and videos. Twenty winning submissions will be featured as part of the wider campaign, with their creators receiving invitations to the film’s gala night. Entries will be accepted from 5 to 20 August.

Meanwhile, Astro Gempak is hosting a rally-car design competition that encourages participants to submit videos documenting the creation of their dream vehicles. The competition opened on 29 July, with the most creative entry set to receive prizes.

The campaign will also make an appearance at automotive and lifestyle festival "ART of speed", held at MAEPS, Serdang, on 1 and 2 August. Visitors will be able to meet members of the cast alongside Singh.

Through a partnership with U Mobile, fans will gain access to behind-the-scenes content exploring the production process and the technology used to bring the film to life. The collaboration will also include merchandise giveaways and cast meet-and-greet sessions.

An exclusive merchandise collection has also been created for the film, featuring a die-cast model of the PROTON PERT rally car, limited-edition T-shirts, caps, sticker sets, keychains and origami car kits. The collection draws on the rally cars and visual identity featured in TERBANG.

Companies can also book corporate screening packages for employees, clients and business partners. Following the film’s release, its cast will embark on a nationwide promotional tour covering Terengganu from 18 to 20 September; Kedah, Pulau Pinang and Perak from 25 to 27 September; Johor and Melaka from 2 to 4 October; and the Klang Valley from 9 to 11 October.

The campaign follows the earlier release of a 35-second teaser, a collaboration with STING and the return of the PROTON PERT rally car at EON Auto Fest. The film’s official poster and trailer have now also been released, spotlighting its rally sequences and central themes of perseverance and national pride.

The film is produced by Astro Shaw in collaboration with EJJ Films, Enotech Pictures and Aventure Space, and brought to life by Woohoo Pictures. Its partners include STING, U Mobile, PROTON, PETRONAS, EON Berhad and Malaysia Aviation Group, which supported the production through the authorised use of brand elements.

"TERBANG is a film that brings a Malaysian story to the world stage while embodying the local team spirit that dares to transcend boundaries. We are proud to present this film in cinemas nationwide on 17 September. The release date coincides with the Malaysia Day celebration, making it especially meaningful as it honours the values of unity, national pride, and our shared identity as Malaysians," said Raja Jastina Raja Arshad, head of Astro Shaw. 

Arshad said the film’s “Kita terbang sama-sama” campaign would invite audiences to join its journey through on-ground activations, radio collaborations, contests and content experiences developed with its strategic partners. The initiatives aim to immerse Malaysians in the world of TERBANG while turning the film into a shared experience that fosters connection and pride in a homegrown story.

In tandem, Amy Gan, vice president of marketing at Etika said, “Our partnership with Astro Shaw has evolved beyond sponsorship into creating meaningful experiences for fans. As TERBANG heads to cinemas, we're excited to bring audiences closer to the film through engaging activations that reflect the energy, courage and determination at the heart of both TERBANG and STING. We hope these initiatives build excitement ahead of the film's release while giving Malaysians new ways to experience the world of TERBANG.”

Meanwhile, Bernard Lee, head of marketing at U Mobile, said, “As a company that continues to champion digital innovation, we are proud to collaborate with Astro Shaw in bringing fans closer to the journey behind the making of TERBANG. Through the exclusive 'The Making Of' (TMO) content, audiences will gain an insider’s perspective on how next-generation technology is being leveraged to create a more immersive and enhanced cinematic experience.

The collaboration builds on Sting Energy’s wider push into motorsport marketing. Earlier this year, the brand partnered with the Mercedes-AMG PETRONAS F1 Team under PepsiCo’s multi-brand agreement, which also brought Gatorade and Doritos into the paddock.

The partnership followed PepsiCo’s multi-year global deal with Formula 1, signed in 2025, which named Sting Energy the sport’s official energy drink. It was introduced through a digital film in which the sound of an F1 car’s engine built towards a distinctive “STINGGG” moment, without relying on a celebrity or spokesperson.

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