Astro turns 'Thariq Ridzuwan: His Treasure' into immersive fan experience

Astro has brought the hit Malay drama Thariq Ridzuwan: His Treasure to life with an activation that blurs the lines between fiction and reality. Built around the drama’s central theme, "Janji untuk dia" (“Promise to her”), the campaign, created in collaboration with creative agency MBCS, translated the emotional narrative of the series into a real-world experience for its passionate fanbase.

Benjamin Woo, head of group marketing at Astro, highlighted how the activation elevated the series’ reach and resonance. “Immersive and engaging campaigns like 'Janji untuk dia' elevate brand experiences, making them more memorable, emotional, and impactful for our audiences."

"We at Astro have always believed in championing local storytelling and elevating money can’t buy experiences for Malaysian fans, and this campaign is a testament to that,” he told A+M. 

Don't miss: Petronas' Merdeka film spotlights the true meaning of the Rukun Negara

In the drama, a soldier’s pendant serves as a symbol of love, sacrifice, and enduring memory. Drawing inspiration from this iconic motif, Astro and MBCS designed an activation that allowed fans to experience the significance of that promise firsthand.

At the heart of the campaign was 'Janji 1 minit' (“Promise in 1 minute”), a special Astro Rewards event where selected fans met all seven cast members, each for exactly 60 seconds. Staying in character throughout, the actors delivered moments that felt like they had been pulled directly from the series. By the end of the event, fans had spent seven minutes in total with the cast and walked away with a commemorative pendant engraved with either a personal promise or a memorable line from the show.

Zulfatah Arif, creative group head at MBCS, explained that the experience was designed to make every second count. “Instead of a typical fan meet-and-greet, we created a format to ensure that every moment mattered. Those one-minute encounters were about making fans feel the weight of love, sacrifice, and memory that defined the story,” he said.

The campaign also extended beyond the physical event. In partnership with WPP Media, Astro launched an online game, Thariq Ridzuwan: His Treasure, allowing fans to step into the series’ universe. Players joined Thariq and the Holy Dragon on a quest to defeat the antagonist, deepening their connection with the story.

To enhance engagement, Astro introduced 'Hantar surat', an interactive feature where fans could send love letters to the characters. This strategy turned viewers into active participants and drove record-breaking interaction, with the game achieving the highest play count in Astro’s history.

“We wanted fans to not just follow Thariq’s journey, but to live it across reading, watching, gaming, and even personal interaction,” said Wong Sook Fun, senior business director at WPP Media.

The campaign demonstrates the growing appetite for experiential storytelling, proving that when narratives are brought to life in innovative ways, they can deepen engagement and create lasting connections between content and audiences.

This all comes amidst Astro's wider National Day and Malaysia Day campaign, "Inilah KITA, sehati bersama" ("This is us, with a united heart"), running from 15 August to 16 September 2025. The month-long celebration highlights unity in diversity through curated programming, live events, music, and on-ground activations. At the centre of the campaign is the KITA Channel (CH 100), a dedicated space for Malaysian-made content.

The campaign extends beyond screens with Unity Stories of Inilah KITA, a three-part short documentary series created in partnership with creative agency Naga DDB Tribal, portraying real-life examples of harmony in Malaysian communities. 

Accelerate your brand’s growth with AI-first strategies, emerging tech and data-driven experiences. Join the industry's leading marketers at Digital Marketing Asia 2025 Malaysia on 30 October to uncover transformative trends, real-world wins and powerful ideas for 2025 and beyond.

Related articles:
Astro launches month-long celebratory campaign for Merdeka and Malaysia Day
From kopitiams to murals, Astro's docuseries captures what unites Malaysians
Turning a crisis into a campaign: How Astro Audio made Kelas Perpaduan ERA happen