NESCAFÉ celebrates Malaysian resilience with 'Bangkit sepenuh hati' campaign

As part of its continued efforts to stay closely connected to Malaysian consumers, NESCAFÉ Malaysia has launched its latest campaign for NESCAFÉ 3in1 titled “Bangkit sepenuh hati” (which translates to “Rise with all your heart”), a motivational brand film that pays tribute to the everyday resilience of Malaysians.

The campaign is the latest in a series of emotionally driven brand initiatives from NESCAFÉ, including “Start the yay!” for NESCAFÉ Iced and NESCAFÉ Gold Intenso, each crafted to reflect different lifestyles, preferences, and moments of the day. Together, these campaigns aim to cement NESCAFÉ’s position as a coffee brand that resonates deeply with Malaysians from all walks of life.

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“Our marketing objective is to ensure that NESCAFÉ remains a meaningful and relevant part of Malaysian life,” said Joy Goh, marketing manager for NESCAFÉ. “Whether it's for ‘Bangkit sepenuh hati’, NESCAFÉ Gold Intenso or ‘Start the yay!’, each campaign is designed to resonate with different lifestyles and preferences, meeting the diverse needs of the nation.”

“Bangkit sepenuh hati” tells a powerful and punchy story about finding strength in the everyday, a theme that NESCAFÉ believes is timely and relevant given the personal and economic challenges many continue to face. Starting off with a scene in an ever-so familiar noisy classroom, a frustrated teacher has a cup of NESCAFÉ 3in1, and becomes ready to face the day head on. 

In the next scene, a hardworking job seeker is faced with a flood of rejection emails, but rises above the challenge after a sip of the instant coffee. Finally, a delivery rider who has to climb flights of stairs and travel long distances daily, has his day brightened up after having a cuppa. 

“The idea came from a simple truth: Malaysians have a ‘boleh’ (can do) attitude and always find ways to rise,” explained Yasir Yusoff, creative director at Publicis Worldwide Malaysia, the agency behind the campaign. “NESCAFÉ 3in1 has long been a small but meaningful part of daily life, so we felt it was the right time to tell a story that celebrates that resilient spirit.”

The film’s creative direction is rooted in real, everyday Malaysian experiences, layered with cultural nods. Beyond just telling a feel-good story, the campaign aims to reflect the heart and hustle that define Malaysian communities.

“We wanted something that felt real and authentically Malaysian,” added Yasir. “Themes like perseverance, community, and small daily victories are universal, and we leaned into those emotions, trusting that authenticity would connect with viewers.”

To ensure the message reaches as many Malaysians as possible, the campaign is running across both TV and digital platforms, a deliberate move by NESCAFÉ and Publicis to maximise reach for this unifying message.

While “Bangkit sepenuh hati” is primarily tied to the NESCAFÉ 3in1 product line, the brand has hinted that more is in store, especially with Merdeka around the corner. “We have something very meaningful planned for Merdeka that reflects our deep appreciation for this important occasion,” said Goh. “It will be an initiative that only NESCAFÉ can deliver, one that will capture the heart of our nation and make this Merdeka truly memorable.”

Just last month, NESCAFÉ Malaysia unveiled its “Start your day BOLD” film for the new NESCAFÉ Gold Intenso line, featuring local actress and influencer Joey Leong. The one-minute spot takes a simple yet refined approach, styled like a vlog that follows Leong as she starts her day, made bolder with a cup of NESCAFÉ Gold Intenso.

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