NESCAFÉ Malaysia weaves PR storytelling and music in 'Kental bersama' campaign

NESCAFÉ Malaysia is celebrating the resilience and spirit of everyday Malaysians with its latest campaign, “Ngopi dulu & kekal kental bersama” ("Have a coffee first, and stay strong together").

The 360° initiative combines a brand film, media events, on-ground activations, and a high-visibility billboard display in Bukit Bintang to showcase stories of determination and unity, the brand shared in a statement with A+M. 

Silvin See, consumer marketing manager (ready-to-drink) at Nestlé Malaysia, explained, “We engaged multiple partner agencies to conceptualise and execute the omnichannel campaign strategy, each contributing their expertise in different areas."

She shared that the creative agency developed the core theme and content assets, while the PR agency amplified the campaign through a media event featuring the initiative’s three personalities. A local media partner handled the billboard placements across key locations in Kuala Lumpur, and an activation agency managed on-ground engagements to encourage public participation.

The campaign culminated in a one-night public event at Lot 10, Bukit Bintang, on 1 October, partnered with Malay-language radio station Hot FM. The evening featured performances by local singer Black Hanifah, Hazama, and Genji Buskers, alongside interactive booths, exclusive merchandise, and coffee. Complementing the event was a billboard takeover of Bukit Bintang’s "golden triangle," showcasing posters of Black Hanifah, clips of everyday Malaysians, and the campaign’s “Ngopi dulu” branding lighting up the streets in red.

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At the heart of the campaign is a new anthem, “Kental bersama” ("Strong together"), performed by Black Hanifah. The song underscores the determination and strength that unite Malaysians in their daily lives, while celebrating real-life stories such as Dr. Madhu, a doctor known as “Dr. Teddy Bear” who provides healthcare to the homeless; Kak Dell, a Grab driver and tuition teacher pursuing her dream of becoming a writer; and Black Hanifah himself, drawing on his personal journey and devotion to family.

Tan May Lee, executive director at PR agency Perspective Strategies, noted, “The primary goal of the media event was to inspire and rally Malaysians from all walks of life by honouring their perseverance and strength. The event not only included a media session but also culminated in a concert where the ‘Kental bersama’ anthem was officially debuted as a tribute to the unwavering semangat kental (spirit of strength) of Malaysians."

"In line with the messaging, NESCAFÉ also launched its latest Triple Shot innovation, symbolising the extra boost Malaysians need to power through their busy days," she added. 

Beyond the brand film, the narratives of the three personalities were amplified across multiple channels. “The PR goal was to authentically showcase meaningful, real-life stories that embody the initiative’s core message, which is resilience and community strength,” said See. “NESCAFÉ has always stood alongside Malaysians through life’s challenges. This campaign demonstrates that our brand is more than just a beverage, it’s a source of inspiration and togetherness.”

Black Hanifah reflected on his role, saying, “Its lyrics capture the hustle and hopes we all share, whether striving for our families, working for our communities, or chasing our own dreams. I am honoured to be part of a movement that uses music to unite everyone, reminding us that we are stronger when we stay kental together. This is proof that music and NESCAFÉ can bring people together in a meaningful way.”

Tan added, “We’re deeply honoured to partner with the NESCAFÉ team in bringing this meaningful initiative to life through PR storytelling. Our passion has always been to craft stories that go beyond products. Stories that connect with purpose, people and impact. This aspirational movement truly came alive through the shared energy, creativity, and heart of every individual involved. It’s a testament to what can be achieved when passionate teams collaborate with a common vision.”

The campaign also ties in with NESCAFÉ’s product innovation, with the launch of NESCAFÉ Triple Shot, crafted to deliver a bold coffee flavour and boost for Malaysians navigating their busy days. Through a blend of music, storytelling, and high-impact activations, the “Ngopi dulu & kekal kental bersama” campaign celebrates resilience, community, and the everyday heroes who inspire the nation.

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