iflix to push drama series KL Gangster: Underworld with digital and OOH campaigns

Iflix has premiered its first Malaysia Original drama series, KL Gangster: Underworld (KLGU), which chronicles Kuala Lumpur's dark and dangerous criminal underbelly. KLGU is a spin-off of the Malaysian movie KL Gangster.

In a statement to A+M, iflix's spokesperson said the company will carry out social media, PR, OOH and digital campaigns, as well as competitions to promote the drama series. Celebrities will also be roped in to promote the drama, and iflix will feature content such as behind the scenes and talent interviews.

According to Mark Francis, global director of original programming, action is a "hugely popular genre" with the mass market in Malaysia. "The movies had [proven to be] popular, making marketing a little easier due to familiarity, even though we make a fresh departure in our treatment and execution," Francis said.

He added that it was not about the type of drama series iflix produced but which company it partners with. For KLGU, iflix collaborated with Malaysian entertainment company Skop Productions, which is helmed by filmmaking duo Syafiq Yusof and Faisal Ishak, as it did not want to create a drama series that was produced by solely TV makers, Francis said.

According to Francis, KLGU "underscores" iflix's passion to "elevate" the overall TV industry. "It may surprise some to learn we work with movie producers to create television series, to deliver stories that that are executed in fresh, exciting, and differentiated ways, and still resonate deeply with our local audiences," he said.