Proton e.MAS 5 hits the road with EV-powered mural and MISI 5 Tour

PROTON is putting its latest electric vehicle, the e.MAS 5, at the centre of a nationwide campaign that transforms the car from a mode of transport into a lifestyle companion.

The MISI 5 Tour, running from August to October 2025, showcases the versatility and everyday relevance of the e.MAS 5 through a series of five first-of-their-kind challenges, filmed across iconic landmarks, cultural hotspots, and lifestyle hubs in key states including Kuala Lumpur, Perak, Pahang, Johor, Melaka, Sabah, and Sarawak.

Among the standout moments of the tour is the creation of the world’s first EV-painted mural in Kuantan, Pahang. Artist Zameer Pentbrush collaborated with Piston.my’s Keshy Dhillon, using the e.MAS 5 itself as a platform, highlighting the car’s quiet operation and stability while hanging from the moving vehicle to bring the mural to life. Other challenges include using the car’s Vehicle-to-Load (V2L) function to cook local dishes at a park in Ipoh, and a 24-hour haunted livestream that tested the EV’s battery endurance, smart safety features, and handling under extreme conditions.

Don't miss: PRO-NET brings the e.MAS 5 EV straight to the screens in livestreamed booking event

Each mission is designed to show how the e.MAS 5 adapts to real-life scenarios, with the help of local influencers and automotive journalists or content creators. The first mission showcases a duo racing against a three-hour clock to make it in time to the KL Fashion Week rehearsals. Throughout the episode, amidst completing their errands, the pair also run through the new car's various features such as its colour options, undercar storage, Android Auto and Apple Carplay functions.

The second episode, "Hot meals, zero fuel" shows how the e.MAS 5 powers up a cooking appliance to cook hot meals on the go. The third mission follows Zameer and Rassyaq Pentbrush attempting to paint a floor mural while seated in the EV, made possible by the car's multi-link suspension. The latest episode released a day ago, puts the EV to the test by travelling with a cat.

PRO-NET is also engaging audiences through a “Watch to win” challenge, offering viewers a chance to win RM50 Touch ‘n Go reload pins by answering questions based on the challenge videos shared on the brand’s social channels.

“The creative concept behind the MISI 5 Tour came from seeing the Proton e.MAS 5 as a personal space and lifestyle enabler,” said Salawati Yusoff, chief branding officer of PRO-NET. “We asked ourselves: how can this EV support Malaysians’ everyday lives? From everyday routines to unique adventures, the tour showcases the car’s adaptability, practicality, and inspiring possibilities.”

Havas Malaysia, the agency behind the campaign, conceptualised and executed the MISI 5 Tour, working alongside its PR arm H/Advisors Klareco and media buying arm Invictus Blue. The integrated campaign combines creative execution, social media, KOL and media engagement, and integrated media buys, bringing the Proton e.MAS 5 closer to Malaysians while demonstrating its versatility and performance in engaging, real-world applications.

Recently, bookings for the Proton e.MAS 5 were launched live on TikTok and Facebook, turning what is usually a closed-door media announcement into an interactive, nationwide event. Spearheaded by Havas Malaysia, the livestream allowed Malaysians to experience the debut of the country’s most affordable electric vehicle in real time, with hosts and motoring influencers engaging directly with viewers.

“Malaysians are highly responsive to livestreams, whether it’s product drops, live shopping, or entertainment. That’s where real engagement happens,” said Salawati in an exclusive conversation with A+M. “With the Proton e.MAS 5, we wanted every Malaysian to be part of it. It’s not just a broadcast; it’s a conversation.”

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