How MILO Malaysia turns sahur into a force for good this Ramadan

MILO Malaysa is highlighting the role of a nutritious sahur ('pre-dawn meal') as the foundation for both energy and meaningful action during Ramadan. 

Titled "Tenaga untuk mencipta kebaikan" (‘Energy to do good’), the campaign, created in collaboration with MBCS, celebrates acts of kindness throughout Ramadan and Raya, showing how MILO provides the energy for unsung heroes to go the extra mile.

The initiative follows Sahabat MILO ('Friends of MILO') ambassadors Nadhir Nasar and Erysha Emyra as they volunteer with Pertiwi Soup Kitchen and Rumah Kasih Harmoni, helping NGO teams prepare and distribute sahur meals to underprivileged communities.

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The campaign documents these volunteer efforts through a film and vlogs by Nadhir and Erysha, capturing intimate, early-morning moments and reflections on giving back.

"During the sacred month of Ramadan, energy goes beyond physical strength; it is the emotional and moral endurance that inspires us to continue practising small, intentional acts of kindness," said Su Yen Ng, business executive officer, MILO Malaysia.

"It was a touching opportunity to align with the passions of our Sahabat MILO to shine a spotlight on unsung heroes who do good every day. By joining them on the ground, we saw how a nutritious sahur helps them stay energised as they carry out these meaningful deeds with patience and kindness. We are proud to support them as they champion these values through the brand, embodying our mission to fuel the resilience needed to do good," Ng added. 

In tandem, Zulfatah Arif, creative group head at MBCS, said the campaign shines a light on those who work tirelessly behind the scenes to prepare sahur for their communities and recognise that they need energy to keep serving. 

“We wanted to showcase real, relatable goodness during Ramadan, and how MILO provides you with the energy to spread goodness throughout the festive period. It’s a showcase not just of big heroic acts, but of the meaningful everyday deeds of unsung heroes who are doing good work every day," he said. 

Last year, the brand ran a similar campaign in Indonesia. The "Check the label" campaign promoted nutritious sahur choices during Ramadan and educated parents on making informed decisions about the products they provide for their children and families. Central to the campaign was an ad that featured a mother preparing MILO for her two tired children, who later perk up with the drink and join a lively sahur parade.

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