Lalamove and Yellobanana spotlight Malaysia’s movers in colourful merch drop

Lalamove Malaysia is celebrating the spirit of unity and togetherness with its latest campaign, "Kita move bersama" ('we move together'), shining a spotlight on the people who keep the country moving, its delivery driver partners and everyday users.

“'Kita move bersama' pays tribute to the everyday heroes of Malaysia, from our driver partners and SMEs, to the local creatives who tell our nation’s stories through their art,” said Jane Teh, managing director of Lalamove Malaysia in conversation with A+M.

She added, “This collaboration with Yellobanana captures the heart of what we do: moving people, goods and ideas, while building deeper connections within the community. It’s a reminder that when we move together, we move forward as one.”

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Teh explained that the campaign, developed entirely in-house, centres on an exclusive artwork by local illustrator Yellobanana, known for her playful, culturally rich style.

The piece depicts Lalamove’s driver partners delivering parcels and transporting passengers through city streets and small towns, in rain and shine, alongside iconic Malaysian landmarks such as KLCC and the Penang Bridge. National symbols including the wau kite, hornbill, and Rafflesia flower are woven into the scene to reflect the diversity and energy of Malaysia.

“We wanted the 'Kita move bersama' campaign to feel authentically Malaysian, anchored by an artwork that instantly feels like home at first glance. That’s why Yellobanana was our natural choice,” said Teh. “Her artistic vision brought to life the concept of everyday Malaysians as heroes, perfectly embodying the Merdeka spirit of unity and national pride.”

As part of the campaign, Lalamove is launching limited-edition tote bags, t-shirts and Montigo bottles featuring Yellobanana’s design. From 5 August 2025, users who place delivery orders can enter the "Kita move bersama" contest to win the items, or redeem them using accumulated LalaPoints via Lalamove Rewards.

Throughout Merdeka month, the brand will roll out loyalty campaigns rewarding users for every delivery and Ride order with prizes including merchandise and e-vouchers from popular brands.

Influencer engagement will also play a role, with Yellobanana herself sharing behind-the-scenes content and creative insights. Lalamove is additionally working with other local influencers aligned with the campaign’s spirit of unity and community connection, focusing primarily on digital and social channels to maximise reach.

Teh added that localisation remains a cornerstone of Lalamove’s marketing approach in Malaysia.

“Our choices in the tone of voice to the partnerships we choose are designed to reflect the culture and values Malaysians live by every day,” she said. “By working with local talent and tapping into cultural touchpoints, we aim to build a brand presence that feels unmistakably Malaysian, while staying true to our place on a global platform.”

Yellobanana described the illustration’s core message as the “connection between Malaysians”, reflecting Lalamove’s role in linking people, businesses, and communities nationwide.

“Movement isn’t just about getting from point A to B. It’s about care, connection, and the invisible people who make daily life easier for others,” she said.

She added, “I built the artwork around that idea — different vehicles and characters moving through city streets and small towns, in rain and shine — all flowing together like they’re part of one big, shared rhythm. I used warm colours, layered motion, and soft transitions to show that even though these people move quietly, they carry big stories.”

The collaboration also aligns with Lalamove’s mission to uplift communities. “By working with local creatives, Lalamove isn’t just promoting services — they’re celebrating people: the driver partners, the customers, the community. That’s powerful. And it gives artists like me a chance to bring those stories to life through our own lens," Yellobanana said. 

The merchandise drop and contest mark the first phase of "Kita move bersama", with a campaign video scheduled to launch in time for Hari Merdeka, reinforcing the celebration of Malaysia’s shared journey forward.

As brands ramp up their Merdeka campaigns, Astro is marking the season with "Inilah KITA, sehati bersama" ('This is us, with a united heart'), a month-long celebration of unity in diversity featuring curated programming, live events, music, and on-ground activations.

Meanwhile, Marriott Bonvoy is brewing up a creative twist with its “Brew with benefits” campaign, a travelling coffee rave blending Malaysia’s café culture, music, storytelling, and national pride. Running through August and September at select hotels, the campaign transforms cafés into vibrant social spaces with limited-edition coffee cocktails (“cofftails”) inspired by local flavours such as pandan, Harumanis mango, pineapple, and rose syrup, all crafted to be Instagram-worthy and distinctly Malaysian.

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