Merdeka 2025: A look at this year's brand campaigns

With Hari Kebangsaan having just concluded over the weekend, Malaysians came together to celebrate the nation’s independence and reflect on what it means to be part of a diverse and vibrant country. This 2025, A+M has plenty to showcase, as brands and agencies across the nation unveiled their Merdeka campaigns, ranging from creative and humorous to heartwarming and inspirational, each aiming to capture the spirit, pride, and shared values of the Malaysian people.

Over the past few weeks, A+M has covered Julie's Biscuit's collaboration with TudungPeople, Astro's "Inilah KITA, sehati bersama" ("This is us, with a united heart") campaign and docuseries, FedEx Malaysia's video titled “Different strangers. One conversation. Endless Malaysian pride”, Inside Scoop's 'Lokal legends' collection, and Tealive's "Durian beats" campaign.

Not missing out Spritzer Sparkling's “Kasi sparkling, baru kick!” ("Use sparkling, for a kick") rap number, Boost's “68 Merdeka Kewangan" campaign, Petronas' Rukun Negara-centric film "With all our hearts", KFC Malaysia's "Cara kita" murals, Sushi King's playful logo reimagination, CelcomDigi's "Dari mata kita" ("Through our eyes") short film, as well as Grab Malaysia's music video titled “Keranamu Malaysia” (Because of you, Malaysia).

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Here’s a rundown of 11 more Merdeka and Malaysia Day campaigns and films which were on our radar this year, in alphabetical order: 

1. Ambank Group

AmBank’s Merdeka film celebrates 50 years of being a proudly Malaysian bank by spotlighting the voices of everyday Malaysians across Sarawak, Melaka, Klang, and beyond. The video captures their childhood memories of Merdeka parades and celebrations, showing how these experiences have been passed down through generations and shared with their own children.

The film concludes with Malaysians of different races dressed in traditional attire, coming together to wish viewers “Selamat Hari Kebangsaan dan Malaysia.” Through these personal stories and heartfelt moments, AmBank highlights both the diversity of the nation and its long-standing connection to the Malaysian community.

2. ASNB 

ASNB’s Merdeka campaign, “Seruan kemerdekaan kewangan,” ("Call for financial independence") created in collaboration with creative agency Fishermen Integrated, captures the emotional journey of Malaysians facing financial uncertainty. The film opens with moody, tense scenes of families, students, and couples wrestling with money worries, voiced through lines such as: "Fearful, restless, where could we find relief?" These moments of doubt and fear are gradually replaced by reassurance as they remember the support of ASNB, positioning the brand as a steadfast ally behind every financial dream.

The narrative builds into a motivational crescendo, with the narrator standing atop the iconic Merdeka 118 and scenes of Malaysians chanting “Merdeka” at Stadium Merdeka, united as the “generasi labur" ("investing generation"). The film highlights that investing with ASNB is more than numbers, it transforms anxiety into action, turning every sen invested into a voice of empowerment. It closes with glimpses of people holding signs of their financial aspirations, reinforcing the message that ASNB stands behind every dream, inspiring a confident, resilient generation of investors.

3. Astro Audio

Astro Audio has launched its first-ever Malaysia Day brand film, uniting all 13 of its radio stations and its personalities (including ERA, SINAR, HITZ, MIX, LITE, MY FM, RAAGA and more) in a historic collaboration. The film celebrates Malaysia’s multicultural identity, promoting unity, harmony, and kindness while highlighting the everyday charm of neighbourhood life. Told through the dry, witty narration of Razak, a quirky local realtor, “Rumah Tengah-Tengah” ("The house in the centre") follows a six-year feud between two uncles over some bread that is hilariously interrupted when a new family moves in and their young son gets stuck in the gate, forcing the rivals to work together.

Blending Wes Anderson–style symmetrical shots with Guy Ritchie–inspired fast cuts, the film balances light comedy with subtle emotional beats, reflecting the quirks of multiracial Malaysian communities while delivering a heartfelt message of unity. Set to premiere on YouTube from 1 September, the brand film marks a milestone for Astro Audio as it continues to champion positive connections through sound and storytelling, reinforcing the power of community and shared moments during Malaysia Day.

4. Coca-Cola Malaysia

Coca‑Cola is bringing Malaysians closer together with the return of its iconic ‘Share a Coke’ campaign, now given a distinctly local twist as ‘Share a Coke Buatan Malaysia’. The campaign celebrates Malaysian identity through beloved local nicknames and traits, from Abang Sado and Mak Cik Bawang to Kaki Bola and Gang Healing, turning each Coke can into a personalised keepsake. In addition to highlighting these cultural nuances, the campaign pays tribute to real-life heroes, such as firefighters at the Jalan Hang Tuah Fire Station, with specially labelled cans recognising their strength and selfless service.

To bring the campaign to life, Coca‑Cola partnered with local influencers who embody uniquely Malaysian traits, spreading positivity and sharing stories that reflect the spirit of Merdeka while uplifting their communities. Fans can also engage directly through a roving red LED truck at Central Market, Kuala Lumpur, where they can personalise cans with over 60 local trait names, creating photo opportunities before taking their Coke home.

Coca-Cola Malaysia said in a release that the campaign celebrates the nation's multicultural upbringing, and allows the brand to reignite special moments by offering a platform for people to reconnect, celebrate, and show appreciation to those who have touched their lives. The campaign was brought to life in collaboration with WPP Media Malaysia, Ogilvy and VML.

5. Lalamove Malaysia

Lalamove’s Merdeka campaign, “Kita move bersama,” ("We move together") celebrates the everyday Malaysians who keep the country moving, from driver partners to local businesses. Central to the campaign is a vibrant illustration by local artist Yellobanana, depicting a shared rhythm of movement through city streets and small towns, rain or shine. The artwork comes to life across exclusive limited-edition merchandise such as tote bags and t-shirts, which users can win through delivery contests or redeem via Lalamove Rewards, the brand shared with A+M.

In tandem, the brand released a short film celebrating the quirks and cultural nuances of Malaysians from all walks of life. While weaving in messaging about Lalamove’s quick and reliable services, the film emphasizes that living together in Malaysia becomes meaningful when we respect and care for one another. The video closes with the campaign line: “One app, endless ways to move Malaysia – Kita move bersama.”

The campaign also leans on influencer engagement, with Yellobanana herself sharing behind-the-scenes insights, supported by additional local creators who amplify the spirit of unity online. “Kita Move Bersama pays tribute to the everyday heroes of Malaysia… It’s a reminder that when we move together, we move forward as one,” said Jane Teh, managing director of Lalamove Malaysia. Through this in-house initiative, Lalamove highlights its commitment to Malaysian culture while connecting communities across the nation.

6. Maybank

Maybank’s campaign video highlights Halim Zaid, or ‘Cikgu Ben’, a teacher in Kelantan who navigates muddy terrain to reach students in a remote Orang Asli village. Known on TikTok for his off-road journeys to SK Balar, his dedication has inspired fellow teachers and embodies community, grit, and compassion. The Pembina Impian (“Dream Builder”) film opens with children singing Negaraku before showing the rugged journey to school, while the teachers stress that every child in Malaysia deserves equal access to education.

Maybank’s head of branding and marketing, Shazlina Suffian, said: “Cikgu Ben is one of many educators who go above and beyond in carrying out their duties. Far from just a job, it is their calling, and one that comes with great challenges. His story is a testament to what can be achieved with the power of community.” The campaign complements Maybank’s broader efforts, including scholarships and programmes like Cashville Kidz and MARK, to support a future where no one is left behind.

7. Maxis

Maxis marked Merdeka 2025 with two short films in collaboration with Tatler Malaysia, celebrating purpose, and progress. “One dream at a time” features Malaysia’s top women’s doubles badminton pair, Pearly Tan and M. Thinaah, highlighting not just their athletic achievements but the daily dedication, friendship, and mindset that drive them. Released just a few days before their historic silver medal finish at the BWF World Championships in Paris, the first Malaysian women’s doubles pair to reach a World Championships final, the film underscores that greatness comes from consistent effort, both on and off the court.

The second film, “Ilmu Cahaya Merdeka,” ("Knowledge that lights up Merdeka") focuses on Khairul “Bird” Anwar, founder and CEO of Pandai, an educational app for primary and secondary students. The video showcases how his vision is helping young Malaysians access personalized learning and build meaningful progress step by step. Together, the films reflect Maxis’ celebration of Merdeka as a time to honour hard work, innovation, and the impact of purposeful actions in shaping the nation’s future.

8. Ryt Bank

This Merdeka, Ryt Bank — the world’s first AI-powered bank built in Malaysia — released a short film reimagining the nation’s journey from the Straits of Melaka to the digital frontier. In under two minutes, it moves from spice for silk, to coins for paper, to the courage of independence, before leaping into today, where Malaysia is once again rewriting the rules. The film is more than a tribute; it asks viewers to consider what Malaysians can build next.

“We didn’t set out to make a ‘Merdeka ad,’” Irene Cheah, CMO of Ryt Bank told A+M. “We treated this like we treat building the bank itself. By experimenting, iterating, and refusing to accept ‘good enough.’ AI became our tool not for spectacle, but for precision. Creating something world-class yet unmistakably Malaysian.” Partnering with Ballsy and Vision Machina, the campaign reflects Ryt Bank’s ethos of fusing technology with human imagination to make life simpler, smarter and more inclusive. The video was created using ILMU, an AI model developed by YTL, who also owns Ryt Bank. 

9. Telekom Malaysia (TM)

Telekom Malaysia (TM) marked Hari Kebangsaan and Hari Malaysia 2025 with the launch of "Helo Malaysia", a special song produced in collaboration with neurodivergent Malaysian rock band ZIMI’J and the Early Autism Project (EAP) Malaysia. The initiative, part of TM’s broader commitment to empowering the neurodivergent community, celebrates freedom of expression and the diversity that unites Malaysians. The track features ZIMI’J members Salvador Ling, Joshua Daniel Johnson, Maxx Lim, Ilyas Wong, and Wan Zareef Nuqman, alongside Umar Hasfizal, a young neurodivergent artist contributing both poetry and vocals.

The song is a reimagined version of ZIMI’J’s original, with a bold rock arrangement and artistic contributions from EAP children woven into the music video visuals. TM Group CEO Amar Huzaimi Md Deris said the campaign “reflects the unity and inclusivity that have always defined Malaysia” and underscores the company’s commitment to ensuring every voice can shape the nation’s future. The ‘Helo Malaysia’ music video premiered on TM’s social media platforms, inviting Malaysians to celebrate the country’s spirit together.

10. U Mobile

U Mobile’s Merdeka film, “Bergema,” takes viewers back to 1992, the year Malaysia famously won the Thomas Cup, highlighting how the victory united Malaysians across races and backgrounds. Anchored by a present-day interview with champion Rashid Sidek, the film flashes back to scenes of families and strangers coming together, watching the match at homes, mamak stalls, and public spaces. The film captures the excitement, joy, and shared pride of that historic day. The narrative is set to “Standing in the eyes of the world,” originally sung by Ella and performed in this film by Kaka Azraff, further amplifying the sense of national pride and nostalgia.

Beyond the main film, the campaign extends to a series of social videos featuring Rashid Sidek in playful shorts, including “this or that” snippets and lighthearted Q&As about his thoughts on badminton. U Mobile’s campaign captures the spirit of Hari Kebangsaan and Hari Malaysia 2025, celebrating the unity, energy, and collective pride that continue to bind Malaysians together.

11. ZUS Coffee

This month, ZUS Coffee has opened a new outlet at Kasturi Walk, Kuala Lumpur, combining heritage and art to celebrate the city’s vibrant culture. The exterior features a striking mural by local artist Nas Suha, marking the second collaboration between the coffee chain and the illustrator after their almost three-storey work at ZUS COFFEE Taman Jubilee, Ipoh.

The outlet preserves the heritage building’s façade while reinforcing its structure, with attention to detail that includes termite management and careful restoration of historical features. Malaysian singer-songwriter Faizal Tahir even chose the location as the backdrop for his latest music video, “31.8.57,” recognising its cultural significance.

The Kasturi Walk store also highlights ZUS's commitment to the local community, blending Malaysian culture and pride with modern coffee flavours. The outlet features exclusive Nas Suha merchandise and the all-new ZUS All Day Cup Corak collection, launching just in time for Merdeka alongside ZUS’ Ngupi Instant range. “The opening of ZUS Coffee Kasturi Walk aligns with our vision to be part of the community in the heart of Petaling Street. The mural serves as a way for us to pay tribute to our Malaysian culture,” said Venon Tian, COO of ZUS Coffee.

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