MAGGI Pedas Giler turns up the heat with punk-rock inspired 'Berani berapi' campaign

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MAGGI Pedas Giler is turning up the volume, and the spice, with its latest high-octane brand film that channels punk rock energy, anime-inspired visuals, and youth rebellion into a bold new campaign, "Berani berapi", which loosely translates to “fiery courage,” with a clever play on the Malay word api, meaning fire.

Launched at the end of June 2025, the campaign repositions MAGGI Pedas Giler as the go-to instant noodles for Malaysia’s boldest, most fearless spice lovers. Those who live life with fiery confidence. Anchored by a full-length original punk-rock anthem titled Jiwa Berani (Courageous spirit), the campaign film is a celebration of individuality, audacity, and of course, heat.

The campaign draws on the insight that MAGGI Pedas Giler isn’t for everyone, only the boldest, "Berani berapi" types can take the heat. It aims to deepen the brand’s emotional connection with young spicy food lovers by tapping into their appetite for bold flavours and fearless experiences.

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“We wanted to celebrate the courage of these young outliers,” said VML, the agency behind the campaign. “So, we took inspiration from a movement that shares that same authentic, bold, and daring spirit — punk.”

This punk sensibility runs through every frame of the music video, from its gritty, underground visuals to the over-the-top styling and anime-inspired “aura” effects that give physical form to each character’s fearless energy. This is depicted through three characters: a music artiste, a street dancer, and a skateboarder.

The creative team behind the film also developed the Jiwa Berani anthem in-house, working with an audio house to produce a track that would strike a chord with Malaysia’s youth, particularly fans of underground music. According to VML, insights from its Muslim Intel Lab revealed a strong affinity for genres like punk rock among the target audience, which directly inspired the song’s bold sound and message of living fearlessly.

The film doesn’t just sell a vibe, it heroically showcases the full Pedas Giler range with flair. Each flavour variant, from Cheezy Berapi (fiery cheese) to Ayam Bakar (grilled chicken) and Tom Yummz (tom yum), is given a dedicated moment of sensory impact. As each character tries a flavour, the film erupts in corresponding flames, sound design, and colourful graphics that reflect the product’s distinct heat profile and attitude.

True to its Gen Z appeal, the campaign is designed as a digital-first experience. Audiences will find the full-length Jiwa Berani music video as well as shorter 15 and six-second cuts across YouTube, TikTok, and Instagram.

Media placements include TikTok's top feed and top view ads, as well as YouTube mastheads and video campaigns for maximum reach. A special 30-second edit will also be featured on cinema screens in July this year, along with an e-poster on the Golden Sceen Cinemas (GSC) app.

The "Berani berapi" campaign builds on the momentum of MAGGI’s earlier "Negeri paling berapi" ("Malaysia’s spiciest state") campaign, which launched during this year’s inaugural World Spicy Day celebration.

According to VML's creative director Zahir Mazlan, this isn’t just another brand push, it’s a growing universe. “At VML, we coined the term MCU (the MAGGI Content Universe) and this campaign is part of that bigger narrative we’re building,” he explained. "This new brand film for MAGGI Pedas Giler marks the start of our 'Berani berapi' platform, reaching out to all Malaysians who share the same bold fire within them."

Looking ahead, MAGGI is set to unveil a commemorative mural in the upcoming months as a reward for the winning state from the earlier Negeri Paling Berapi contest, as the campaign continues to stoke national pride and youth energy.