Domino’s Malaysia strikes again with its take on the 'Kekanda Adinda' situation

Going viral in Malaysia’s social universe right now is an open letter written by Amanah vice-president Datuk Seri Mujahid Yusof Rawa’s to PKR’s Nurul Izzah Anwar – which undoubtedly, fueled the creativity spark in Malaysians with countless memes. With media outlets running updates on the letter which the recipient herself deemed “inappropriate and condescending”, newsjacking the situation is none other than Domino’s Pizza. In a rather poetic manner, the brand promoted its new menu in the voice of the initial letter written. It has also been actively responding to its netizens. The issue first got attention over the holiday season when Mujahid, who is minister in the prime minister's department, shared a letter written to Nurul Izzah in classical Malay with words such as 'kekanda-adinda'.  The letter came after she looked to relinquish her position as PKR vice-president and Penang PKR Chairman. He later highlighted that they had been long time family friends and the letter was not a romantic gesture. Meanwhile the brand has been quick on its feet to jump on hypes recently. In November last year, during the  BlizzCon, Blizzard Entertainment unveiled its new game Diablo: Immortal which supposedly takes place during the events of Diablo 2: Lord of Destruction and the beginning of Diablo 3. Since Diablo 3 was released in 2012, a fan in a red shirt asked during the Q&A session if Diablo: Immortal was an “out of season April Fool’s joke”, drawing cheers and whistles from the crowd. Its Facebook post featured a bespectacled man in a red shirt standing in front of the mic, with three video game characters in the background. The picture said “This is not an out-of-season April Fool’s joke. You will get a treasure chest when you purchase our pizzas!”. The caption added that there are “no diabolical plans” and Domino’s Malaysia is eager to help consumers level up their gaming experience with the Good Game combo. It also caused chatter among netizens by parodying Malaysian social media influencer Neelofa (pictured left) to promote its extra large pizza. The actress had posted a picture of her wearing a wide brimmed hat with a drink in her hand and the sun setting in the background.  Inspired by Neelofa, Domino’s and its digital agency 16Two published a picture of a lady with a pizza on her head and a bottle of Pepsi in her hand, along with the sunset in the background. Above the female was the sentence “Bila tak nak kongsi piza dengan orang lain” (When you don’t want to share your pizza with others).