Meet Cetel, Setel’s new cat mascot bringing warmth to the brand

Setel has unveiled its first brand mascot, Cetel, inspired by the viral cat from the PETRONAS Kota Sarang Semut station in Kedah. The launch is part of the brand’s wider effort to humanise its identity and connect with Malaysians on a more emotional level through its ongoing "Setel je!" campaign.

The company explained that Cetel embodies qualities of comfort, familiarity, and friendliness—traits Malaysians already associated with the station cat that inspired her. Naming rights were put in the hands of users through an online vote, making the mascot a co-created figure that resonates with Setel’s community. The mascot was designed in-house by Setel's executive graphic designer, Wan Muhammad Hidayat Wan Hasmadi. 

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Cetel made her debut at Setel’s first Setel je! roadshow at Sunway Pyramid, where she featured prominently through live appearances, photo opportunities, merchandise, and event collaterals. She will continue to play a central role at upcoming roadshows as part of Setel’s on-ground engagements.

_{Photo courtesy of Wan Muhd Hidayat, LinkedIn.}

Looking ahead, Cetel will extend beyond roadshows into multiple touchpoints across social media, app communications, ATL and BTL campaigns, videos, and street activations. The mascot is positioned as more than just a character, but rather a brand companion guiding users through features, fronting campaigns, and creating lighthearted moments that make Setel approachable and memorable.

According to the brand, the marketing goal behind Cetel is to build a stronger emotional connection with Malaysians. By blending familiarity with storytelling, Setel aims to make its platform feel less like a transactional app and more like a friendly part of everyday life. Consumers can expect to see more of Cetel as she continues to make appearances at events and in communities nationwide.

Cetel's unveiling comes under Setel's latest nationwide brand campaign, “Setel je! Sekali tekan, semua jalan”, turning a familiar Malaysian phrase into a rallying call for digital convenience. The campaign title is a clever play on the Malay phrase “setel je,” which can mean either “this can be easily sorted or settled” or “just use Setel,” the name of the e-payment app. Meanwhile, the second half of the tagline, “sekali tekan, semua jalan” translates to “one tap, and everything works.”

Earlier this year, other brands including Kuala Lumpur Tower (KL Tower), one of Malaysia’s most recognisable landmarks, made a spirited comeback with the launch of its official mascot, Kay Elle. Expanding on this, KL Tower launched the “Befriend Kay Elle” mascot design contest, inviting the public to create three new friends for the character. 

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