Maxis hits refresh with new brand promise: “Tomorrow begins today”

Maxis has unveiled a refreshed brand promise, “Tomorrow begins today”. Marking a renewed commitment to empower Malaysians to take charge of the present and shape their own futures.

The telecommunications company said in a release that the brand promise reflects Maxis’ ambition to go beyond just providing connectivity, positioning itself as an enabler of everyday moments that matter, whether it’s launching a business, nurturing a passion project, or staying connected to loved ones.

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As part of the rollout, Maxis also introduced a series of brand films highlighting its new brand promise, and how a customer's tomorrow can begin today with Maxis. 

The first film is inspired by a true story of a self-taught baker, Syed Mohd Ilyas, co-founder of Klang Valley favourite Sugar and I, who turns his love for baking into a thriving business, symbolising the power of seizing opportunity in the now. From engaging with his social media audience to purchasing baking equipment and setting up a physical store, Maxis positions itself as a constant enabler—supporting every moment of connection along the way.

The second brand film under the "Tomorrow Begins Today" banner follows a young engineering student who hesitates to accept a scholarship offer. With encouragement from her family over a video call, she takes the leap, eventually becoming a successful engineer recognised for her groundbreaking work. The film closes with a powerful narration: "Every connection you make today shapes the future you want tomorrow."

The telco has also rolled out a series of short videos under the hashtags #TomorrowBeginsToday and #EsokBermulaHarini, spotlighting real-life stories of individuals like MMA fighter Agilan Thani and Bornean singer-songwriter Velvet Aduk, and how pivotal moments in their past helped shape who they are today

A guiding mission

“‘Tomorrow begins today’ is the mission that guides everything we do at Maxis,” said Goh Seow Eng, chief executive officer of Maxis. “Every moment today holds the potential to create a brighter future for our nation, our customers, our company, and for each of us."

Goh added that the telco aims to inspire everyone to take that first step in pursuing their passion and building their own future with confidence. "And we’ll be there with them every step of the way, connecting them to the moments that matter," he said. 

With this refreshed promise, Maxis underscores its role as Malaysia’s leading integrated telco, offering a wide range of solutions that combine fast, secure and reliable connectivity with nationwide reach. Customers can expect seamless HD streaming, ultra-low latency for gaming, and crystal-clear voice calls, all backed by advanced 5G encryption and security features.

The new brand platform will roll out across all Maxis touchpoints and campaigns, including customer communications, retail channels, and brand storytelling efforts.

By shifting focus toward purpose-led messaging, Maxis aims to deepen emotional connections with customers while reinforcing its long-term vision of enabling progress through technology and human connection.

Maxis' last brand purpose was "Always be ahead", launched in 2020 to celebrate its 25th anniversary. At the time, the tagline aimed to bring together the best of technologies to help people, businesses and the nation to "Always be ahead" in a changing world.

As part of the campaign, Maxis rolled out a series of digitalisation programs for individuals and businesses throughout the year, while customers can look forward to special offers in conjunction with the anniversary celebrations.

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