KTMB breaks down its viral Coldplay PSA, sparked by a late-night group chat

While most brands hop on social trends for quick laughs and virality, KTM Berhad (KTMB) has proven that public service announcements (PSAs) can be just as fun, and even more effective, when wrapped in humour and creativity.

The rail operator recently jumped on the Coldplay concert kiss cam craze, reimagining the viral jumbotron moment into a cheeky AI-generated PSA about onboard etiquette.

The social post featured a ‘Ghibli-fied’ AI-generated image of the viral kiss cam moment between Astronomer's then-CEO Andy Byron and chief people officer Kristin Cabot, paired with a cheeky reminder about KTMB’s rules on indecent behaviour aboard its trains, and the punishments for non-compliance. At the time of writing, the post has over 5,900 likes, and 121 comments.

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Behind the scenes, the idea was born from a late-night WhatsApp chat among KTMB’s spirited social team, comprising a mix of young creatives and (as they describe themselves) “self-proclaimed hipsters” who keep one eye on the latest trends and another on brand integrity.

“That Coldplay kiss cam moment was relatable, viral, and cheeky enough to catch anyone’s attention,” said Shida Taslim, general manager of strategic communications at KTMB, in conversation with A+M.

For us, it’s never about jumping on a trend just for laughs.

It’s about plugging into the moment, and steering attention toward what matters, "such as keeping our trains clean, our platforms safe, and our community kind," said Shida. "We always ask ourselves, 'Will this make someone pause, smile, or think twice?' If the answer is yes, then that’s a post worth making."

That includes highlighting the golden rules of riding with KTMB, such as no smoking, no stone-throwing at moving trains, no indecent behaviour, and no trespassing within the railway area.

"Basically, no monkey business on board," said Shida. With nearly half of KTMB’s audience aged between 20 and 29, the team understood that to make a message stick, it needed personality, relatability, and purpose.

What made the post stand out was its clear objective, which is amplifying KTMB’s official passenger guidebook in a fresh, engaging way. “Let’s be honest. It’s not exactly a page-turner,” joked Shida. “We needed something that could bring the guidebook to life and make the message stick longer than a station announcement.”

The result: a post that reached over 164,000 views and sparked nearly 3,000 interactions, proving that good creative (and good timing) can drive serious awareness.

Putting the soul in social media

However, this isn’t a one-off success. The trendjack reflects KTMB’s larger social media strategy, one that’s equal parts strategic, human, and proudly Malaysian. “Social media is our voice, but it must have a soul,” said Shida.

From reimagined heritage stations using AI to putting real KTMB staff front and centre in PSAs, the brand is steadily transforming how Malaysians perceive public transport. 

Because in this new age of rail, we’re not just in the transport business, we’re in the storytelling business.

"And every post, every announcement, every moment we show up online, is a part of something bigger," she added. 

KTMB's creative push is also inspired by a quote from its group chief executive officer, Rani Hisham Samsudin, that strategic communications must operate in the spirit of the Malay proverb: “Bertelur sebiji, riuh sekampung”, roughly translated to, “Make a mountain out of a molehill.” In KTMB’s context, that means making even the smallest campaigns go the distance.

The strategy appears to be working. The team has seen engagement not just through likes and shares, but real conversations and behaviour shifts online, such as passengers reminding each other not to block poles or litter onboard.

Yet, the job isn’t without its challenges. Real-time disruptions like delays or weather-related interruptions mean the communications team must move fast, and with empathy. “We’re usually the first voice our passengers hear,” said Shida.

Communication doesn’t stop when things get tough. In fact, that’s when it matters most.

Shida shared that there were moments the team has had to craft messages on the go, coordinating with multiple teams across the company, moving at lightning speed. "And through it all, we keep the tone warm, clear, and human, even in the most trying times."

This responsiveness, coupled with a consistent digital presence even during quieter times, has helped the brand build trust.

Looking ahead, KTMB is embracing a digital transformation with products like KITS Style, a multifunctional lifestyle app developed with Mastercard and Mpay, riding the wave of digitalisation. "It’s not just about buying tickets anymore. It’s about integrating lifestyle, convenience, and connection into every part of the journey," said Shida. 

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