How Monsta turned Papa Zola into a nationwide marketing moment

Local animation studio Monsta got not just towns, but the whole nation talking when it launched its marketing push for its latest animated film, Papa Zola: The Movie. The team did not treat it like another school‑holiday title, but as a full‑blown nationwide campaign.

From brand partnerships to billboard blowouts, Papa Zola had a clear ambition: to make a fictional, alien‑fighting dad feel like someone you might actually know.

On the back of earlier successes such as Mechamato, BoBoiBoy, Fly with Yaya and Papa Pipi – the series that sparked the Papa Zola spin‑off – Monsta was already familiar to Malaysian households with children. This time, it was determined to reach parents and audiences of all ages for the film’s December 2025 release.

That relatability was inspired by the core message of the story itself.

“The core objective of the movie was to highlight the relatability between fictional elements and real life,” said Faiz Zainal Aabidin, media director at Monsta, in conversation with A+M. “Although it appears fictional with its alien invasion and other elements, the moral of the story makes it deeply relatable to our daily lives, especially in terms of providing for one’s family.”

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Papa Zola: The Movie follows a hardworking father determined to give his family the perfect holiday. As he juggles multiple jobs to save for a trip, he unexpectedly reconnects with an old comrade from a secret organisation called P.A.P.A. When his daughter Pipi is abducted by aliens, Papa Zola and Mama Zila are forced back into superhero action to rescue her and save the world.

That mix of everyday struggle and over‑the‑top adventure became the springboard for an integrated campaign that cut across retail, out‑of‑home (OOH), content and on‑ground activations.

Building a brand universe around Papa Zola

To push Papa Zola beyond cinema halls, Monsta orchestrated five brand collaborations in Malaysia across convenience, FMCG and F&B.

“When we first presented the movie to our clients and partners, we focused on the strength of its story and the meaningful impact it could create for those who collaborated with us,” said Faiz.

“As the first Papa Zola movie, we acknowledged that audiences might have different expectations or perspectives. However, our emphasis was on the strength of the characters, particularly ‘Kata-kata Papa’, and translating this into a fresh, integrated marketing approach that actively involved our partners.”

Monsta’s brand collaborators were chosen to align with the story and target audience, leading to tie‑ups with Jasmine Foods, 7‑Eleven, MR D.I.Y., Coolblog and Grab. The campaign applied a consistent narrative across digital and physical touchpoints, positioning Papa Zola as a “nationwide movement” rather than a one‑off release.

Meanwhile, Coolblog rolled out a 'Papa Zola & Family' waffle and drink set across outlets, and Grab partnered Monsta and Astro Shaw on a special screening for drivers and delivery riders, connecting the film’s working‑dad storyline directly to gig workers themselves.

Beyond pure commercial upsell, Monsta treated merchandise as a mobile media channel.

Merchandise and toys play a crucial role as moving billboards for the movie.

“Beyond being collectibles and limited-time exclusives, they generate excitement and a strong sense of FOMO (fear-of-missing-out), driving audiences to want a piece of the experience," said Faiz. 

He added that fans proudly displaying cute, exclusive items “naturally amplifies word-of-mouth marketing”, which is why Monsta launched the merchandise line ahead of the film to build anticipation before release.

Recently this April, Monsta also released two family game cards under their merchandising arm, Monsta Play, called "Chop" and "Hapipi". It also created a whole line of toys for the "Gen Zola" including a Papa Zola figurine, and superhero mask.

Billboards as social content, not just OOH

OOH was another major pillar for Monsta. Six “Kata-kata kebenaran” ('Words of truth') billboards featuring the main character Papa Zola’s signature truth bombs appeared along the Federal Highway, earning netizens' praise for their wit and placement. Jasmine added 18 digital billboards across the Klang Valley, while Mydin hosted hyperlocal billboards that integrated state‑specific dialects at its hypermarkets.

“We approached billboards not just as OOH media, but as extensions of our digital content strategy,” Faiz said.

Each execution was crafted with social sharing in mind. Something people would stop for, photograph, and circulate online.

“At the same time, we paid close attention to how Papa Zola is perceived by netizens. The tone, copy, and visual language were intentionally made to feel close, familiar, and human," he added. This positioned Papa Zola as a character that feels embedded in everyday conversations and local humour, not just a distant on-screen character.

“This balance between bold visual disruption and relatable, netizen-friendly messaging is what allowed the billboards to cut through clutter and resonate both offline and online.”

On the localised displays in partnership with Mydin, Faiz shared that their direction was driven by the fact that Malaysia was more than just a multicultural nation.

"Each state carries its own unique identity, and beyond food, local slang plays a huge role. Without falling into stereotypes or crossing cultural sensitivities, we crafted sayings and lines to genuinely reflect what people from each state would relate to, in a way that feels natural rather than forced," he explained. 

The team on Monsta had behind the scenes, worked day and night to refine the words, ensuring every line resonated strongly and authentically with the respective states. 

Beyond that, Papa Zola has evolved into a relatable father-figure on social media, giving Monsta room to infuse the character with cultural relevance and everyday Malaysian humour.

From trailers to validation

Beyond OOH and retail displays, Papa Zola used a full 360 approach, incorporating KOLs (key opinion leaders), content collaborations and on‑ground experiences.

Monsta worked with KOLs such as Boss James, Sir Fathi MC+, Geng MKN and platforms including MeleTOP and Lawak Kampus School Daze to drive conversation. On-ground, it also staged the “Kebena‑Run 2025” fun run at DBKL Square with over 2,000 participants, the Monsta Fiesta at Pavilion Bukit Jalil, and the “Layar Senja” open-air event with GSC at One Utama Park.

“Today’s culture runs on validation, real, genuine validation from the public,” said Faiz. “For a movie like this, without a strong existing fan base, that validation has to come from the audiences who have already experienced it.”

Traditional movie marketing alone is no longer enough; we needed to go further.

"By activating KOLs and influencers, we didn’t just aim for standard reviews — we focused on storytelling that answers the real questions such as why this movie is worth watching in cinemas with friends or family, and why it’s worth every penny," explained Faiz.

He added that each KOL and content creator brought a unique community, allowing Monsta to tap into diverse audiences simultaneously to build momentum through trusted authentic voices. 

Putting local IP on the global map

Papa Zola The Movie has already extended beyond Malaysia, having been released in Indonesia in January 2026, Saudi Arabia come May, India in June, South Korea in September, as well as Vietnam and Türkiye.

It is also currently available on Astro First and Sooka until June, allowing viewers to catch the film in the comfort of their homes as a part of the Monsta's partnership with Astro Shaw. 

“From the very beginning of development, we knew this movie had the potential to travel far beyond Malaysia – even beyond Southeast Asia and onto the global stage,” Faiz said.

“Papa Zola was designed with a universal appeal with his expressions, emotions, and personality transcend borders. When we experimented with different languages, something remarkable happened. With a Spanish dub, Papa Zola felt like he could be from Spain; with a Hindi dub, he seamlessly became a character from India. Extend that further, and he naturally fits into Arab, Turkish, or even South American cultures," he shared. 

Test dubs across multiple languages “aligned perfectly with the visuals, emotions, and situational humour,” he added, reinforcing Monsta’s belief that Papa Zola can function as a global character built on shared human experiences.

Looking ahead, Faiz sees more room for innovation in how local animated IPs are marketed.

“To compete on a global stage, we must learn from and move in step with global trends. Standing out internationally begins with winning locally, and that requires a deep understanding of markets beyond our own home ground,” he said.

“Imagine a local movie screening in IMAX 3D or 4DX, redefining expectations and changing the game not only in Malaysia, but worldwide. With the courage to believe in our product and the confidence to execute the right marketing strategy, the rest will follow," added Faiz.

When the foundation is strong, the audience becomes our biggest advocate.

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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