Can waste management be relatable? Indah Water thinks so

Sewerage may not be the most glamorous topic, but Indah Water Konsortium (IWK) is proving that even the most unassuming sectors can make a splash with the right storytelling and digital strategy. As Malaysia’s national sewerage company turns 31, it is stepping up its efforts to connect with younger audiences, reframe public perceptions, and position itself as a modern, customer-focused brand. 

In 2021, the Malaysian government announced that it had extended its concession agreement with IWK for another 12 years, until 2034, due to the company's excellent performance in managing the country's sewerage system and assets. As a company owned by the minister of finance incorporated, IWK has been responsible for providing sewerage services, operating and maintaining over 8,000 existing sewerage treatment plans and network pump stations, as well as over 22,000 km of sewerage pipeline networks. 

Despite its technical mandate, the national sewerage company has gone all in on staying relevant to younger audiences, especially across Instagram, Facebook, and TikTok. Beyond regular updates and public service announcements, IWK has strategically partnered with influencers to demystify its services, using humour, relatable content, and bite-sized explainers to make wastewater management accessible and engaging for the digital generation.

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Most recently, IWK engaged local influencer Ceddy Ang in a series of educational social videos that explained the company’s role and demonstrated proper methods for disposing of used cooking oil at home. The campaign struck a chord with viewers, racking up over 10,000 likes and more than 300 comments across platforms. The brand has also embraced internet culture to stay relevant, cleverly incorporating trending memes into its content. One example is the “Kisah saya & IWK” (‘The story of IWK and I’) Instagram carousel post, which featured the viral “Pepe the king prawn” meme to deliver its message with humour and relatability.

As part of its IWK30 anniversary campaign, marking three decades of service in 2024, the company released a heartfelt video series spotlighting the unsung heroes behind its operations. The series highlighted dedicated employees such as Elangoven, who has been with IWK for 30 years, and Malaiarasan, who shared the dangers of working in and around manholes. These stories were part of IWK’s long service awards initiative, honouring the loyalty and contributions of its staff who have helped shape the organisation since its inception.

Humanising sewerage services for a new generation

So, what is behind IWK's social-led push, and what are the efforts it is taking to engage with younger consumers? Wan Esuriyanti Wan Ahmad, head of corporate communications at IWK told A+M that recognising the need to engage younger demographic, the company has embraced digital platforms and contemporary content formats. 

“I’ve always believed that with the right storytelling, even the most ordinary or seemingly dull subjects can be transformed into something captivating, engaging, and, yes, even ‘sexy’. It’s all about how you choose to frame the story and connect with your audience," she said. 

To engage younger demographics and new homeowners, IWK has been leaning into social media platforms such as TikTok, Instagram, and Facebook. From short-form video content to behind-the-scenes clips and memes, the company has found innovative ways to make wastewater management more relatable. According to Wan Esuriyanti, its social media strategy has been driven by a desire to humanise its services and educate the public about the importance of proper wastewater management. She added:

By adopting a more approachable and relatable tone online, we are looking to break down misconceptions and highlight the critical role that wastewater management plays in public health and environmental sustainability.

"Engaging content, including collaborations with popular influencers like Ceddy Ang and Jason Chen that uses humor and relatable situation, serves to increase awareness and encourage community involvement,” she said. 

IWK has also embraced storytelling as a part of its branding efforts, through the production of heartwarming festive videos to further resonate with the public. Most recently, IWK's Raya short film titled "Bunyi sahur" ('The sound of early Ramadhan mornings') garnered over 1.7 million views across its social media platforms in less than a month, proving that its efforts have been paying off. 

Shifting perceptions in a digital world 

Despite its creative strides, IWK continues to face challenges familiar to many legacy service providers, particularly when it comes to shifting public perception and driving digital adoption. As the head of corporate communications explained, these hurdles are amplified for a traditionally low-engagement service like sewerage management. “Many consumers still rely on conventional methods for bill payment and communication, making it difficult to drive widespread digital participation,” she said.

To address this, IWK has modernised its customer engagement approach through a suite of digital touchpoints. Its eBill initiative encourages customers to switch to paperless billing, streamlining the process while supporting environmental sustainability. Complementing this is the IWK mobile app and customer portal, a one-stop platform that enables users to manage their accounts, access billing information, and lodge service requests with ease.

In a further push toward convenience, IWK has also partnered with popular eWallets and digital payment platforms, helping tech-savvy users pay their bills quickly and securely. Meanwhile, its chatbot Indah offers instant answers to customer inquiries, and a newly launched online booking system allows visitors to reserve facilities at the IWK Eco Park with minimal fuss.

Through these efforts, IWK is not just improving service accessibility but also working to reframe its public image, from a traditional utility provider to a forward-thinking, customer-centric organisation in tune with modern digital lifestyle. Wan Esuriyanti added: 

Through these efforts, IWK is not just improving service accessibility but also working to reframe its public image, from a traditional utility provider to a forward-thinking, customer-centric organisation in tune with modern digital lifestyle.

The company’s 30th anniversary in 2024 also marked a turning point in its brand transformation, with the launch of the “IWK30” campaign. A standout activation was “Najis Jadi Teman” (‘Faeces Becomes a Friend’), an educational and entertaining theatre production aimed at raising awareness of sewage treatment.

More than just a public education tool, the show also served as a social initiative, giving children from Yayasan Chow Kit the opportunity to perform alongside celebrities, building their self-confidence and reinforcing IWK’s community-driven mission. Further extending its youth engagement efforts, the company rolled out "IWK perantis", a CSR programme for final-year students and fresh graduates. The initiative focuses on developing soft skills, leadership qualities, and environmental awareness among participants passionate about sustainability.

Through digital transformation and creative community outreach, IWK is reshaping its identity from a behind-the-scenes utility provider to a modern public service brand. “IWK reaffirms its dedication to enhancing service delivery, promoting green practices, and creating a more accessible and customer-centric experience,” said Wan Esuriyanti. She also added that: 

By embracing technology, we are making a continuous effort to strengthen our public image and reinforce our role as a progressive and responsible utility provider.

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