AXE steps into the limelight with Mierul Aiman and MK K-Clique

AXE Malaysia is leaning into its playful, confidence-led positioning with a new branded film, refreshed social content and a series of on-ground activations.

Earlier this month, the brand under Unilever Malaysia held its “AXE Launch Party” with Watsons Malaysia to celebrate its new deodorant body spray collection in three fragrances: blue lavender, aqua bergamot and black vanilla.

The event at Heritage Valley, KL, featured “AXE zones” such as TikTok AXE Pose, AXE Street and Dreamkit Fit, alongside free merchandise. Hosted by Fiqrie, it included sets from DJ Ayana and DJ Peot, plus an exclusive meet-and-greet and performance by rapper MK K-Clique and actor Mierul Aiman. Social posts from the night showed purple and blue neon lighting, photobooth setups and a mocktail bar.

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The on-ground push follows AXE’s “BerAXEsi dengan penuh keyakinan” ('Show off with full confidence') brand music video, released two months earlier. Created in partnership with Fishermen Integrated and directed by Directors’ Think Tank’s Aiman Aliff, the film aims to refresh AXE’s local relevance through entertainment-led storytelling.

Featuring Mierul Aiman and MK K-Clique, the spot extends AXE’s long-running “irresistible” narrative but shifts the focus: AXE wins attention not just from women, but from the wider world around its protagonist, dialling up the swagger the brand is known for.

Director Aiman Aliff said he was drawn to the attitude of the script and the freedom to elevate the visuals.

“The script already had a strong attitude, and I had fun letting the visuals and performances carry through the element of confidence Axe is known to inspire,” he said. “What excited me most was the tone of the film and getting to work with new people. It was my first time working with MK K-Clique and Mierul Aiman, who each brought different energy to the set and to the film itself.”

On craft, Aliff highlighted the chance to experiment with shot design, camera movement and visual effects to match the brand’s personality.

“We wanted the visuals to feel active and confident, yet still fun. It wasn’t about being flashy, but just letting the camera and effects bring out the energy and playfulness of the film,” he said.

Balancing those elements was key, he added, with the main challenge being “keeping the film cohesive from beginning to end” so the humour felt intentional and the visual style consistent, with everything sitting in the same world.

For Fishermen Integrated, the project aligns with its focus on branded entertainment over traditional advertising.

“At Fishermen, branded entertainment has always been the focus of our content and we are fortunate to work with Aiman to bring this piece of vision to life. What makes it even better is when our clients are game for it as well,” said Andrew Tan, executive creative director and co-founder of Fishermen Integrated.

Beyond the brand film and launch party, AXE Malaysia has been stepping up its social presence with influencer tie-ups and vox-pop-style video content aimed at local audiences.

By tapping local star power and live experiences, the brand is betting this fresh wave of activity will help cement AXE’s new positioning with Malaysian men – and the people around them.

In February, Scentify, by Enchanteur, launched an episodic social drama on Xiaohongshu, positioning its new Golden Breeze variant as the “lucky scent of the year”.

Titled "Fabric Scented, Fortune Granted", the campaign was designed specifically for Xiaohongshu, tapping into the platform’s growing appetite for serialised short-form drama content among Chinese-speaking audiences in Malaysia. Episodes were later extended to Instagram to reach Scentify’s broader community, but the storytelling was conceived as a Xiaohongshu-first play.

Be part of #Content360 Malaysia, 13 May 2026, where creativity and community collide. Explore how AI-powered imagination, culturally resonant storytelling, and platform-savvy strategies are shaping the future of content. Gain practical insights, discover new tactics, and learn how the region’s top creators and brands are crafting campaigns that truly resonate.

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