Era FM creates new cultural diversity show 'Kelas Perpaduan' post-fiasco

Era FM, the Malay-language radio station under Astro, has launched a new series titled Kelas Perpaduan ERA (“ERA Unity Class”) on 16 July, with support from Malaysia’s Ministry of Unity.

Led by the 3 Pagi Era hosts Nabil Ahmad, Azad Jasmin, and Radin Amir Effendi Ahmad Aruani, the show takes Malaysians on an educational journey that explores the country’s diverse cultures, customs, and shared experiences, all in an effort to foster a stronger sense of unity.

Astro Audio told A+M that the campaign’s aim goes beyond just promoting togetherness. “True multiculturalism comes from understanding and appreciating one another. Only then can we truly call ourselves a multicultural nation,” said a spokesperson. “Given the current climate, it’s more important than ever to stand together and support one another.”

Through this campaign, we hope to spread love, encourage kindness, and remind everyone of the power of unity.

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The launch comes about four months after Era FM and its morning hosts faced backlash over a controversial video in which the trio appeared to mock a religious kavadi ritual. The video, posted on the station’s social media platforms, showed the hosts chanting “Vel Vel”, a sacred expression during Thaipusam, while laughing, prompting strong reactions from the public and religious communities.

In response, both the station and the hosts issued a public apology and committed to improving their content vetting processes. The Malaysian Communications and Multimedia Commission (MCMC) later fined Era FM RM250,000 over the incident.

The premise of Kelas Perpaduan ERA was introduced with a 30-second campaign film, shared across Astro’s Instagram, TikTok, and YouTube channels. Set in a typical Malaysian public school classroom, the video features the 3 Pagi Era hosts as “students” participating in a unity-themed lesson alongside their fellow station hosts.

As the class settles in, a voiceover in Bahasa Malaysia says, “The more we know about each other, the closer we become. This is the purpose of Kelas Perpaduan — for us to learn, ask questions, and understand together.” When the teacher invites questions, the students hesitate, but Azad Jasmin eventually raises his hand to break the silence and get the conversation started. The film ends with the message:

Appreciating each other's traditions and cultures is how we grow closer.

Developed in collaboration with agencies Your Maker and Ballsy, the concept behind the campaign evolved significantly during production. “After recent events, we regrouped and reimagined the entire approach, and this led to the creation of Kelas Perpaduan ERA from scratch,” said an Astro Audio spokesperson, adding that the campaign came together within a month and was swiftly submitted for the necessary approvals.

Astro Audio added that the inspiration stemmed from a simple question: "We call ourselves a multicultural country but how much do we actually know about one another?" 

Back in school, the spokesperson said, the young and curious were unafraid to ask questions, no matter how silly the questions seemed. "That’s what sparked the idea of going 'back to school' and re-educating ourselves about the diverse cultures in Malaysia. It just felt like the right thing to do," they added.

Ballsy’s founder, VJ Anand, shared the inspiration behind the creative direction: “We were super tight back in the 80s in school, but somehow along the way we forgot we were all one, we forgot to learn about each other’s culture. So, we thought this had to change.”

That reflection sparked the development of a campaign aimed at inspiring greater cultural awareness and education across Malaysia.

Additionally, Astro Audio shared that the main reference for the Kelas Perpaduan logo, was the movie School of Rock, where the students had a badge for their "Battle of the Bands" performance. "We thought it would be cool to do something similar, tying into that ‘back to school’ concept," the spokesperson said. 

The campaign, which has also been endorsed by the MADANI government, provides Era FM with the opportunity to amplify its unity message on a larger scale, Astro Audio said. "When we say ‘bigger’, we’re thinking long-term. This campaign could potentially become an annual initiative, where ERA could position itself as a key agent of unity, supporting the Ministry’s efforts while bridging the gap between the government and the media industry," the spokesperson explained. 

The "Kelas Perpaduan ERA" show is slated to remain on air for the foreseeable future, and the campaign film will be shown across DOOH and YouTube ads for the first phase of its launch. According to Astro Audio, there are more phases in the pipeline. 

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