Setel turns an everyday phrase into digital convenience in latest campaign

Setel Ventures (Setel) has rolled out a 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.”

Launched on 25 August, the campaign builds on Setel’s evolution from Malaysia’s first one-tap fueling solution into a multi-service mobility platform. Today, the app connects over 9 million users to more than 1,000 PETRONAS stations and 2.6 million merchants nationwide, offering features ranging from fueling and parking payments to retail purchases, rewards, road tax renewals, and more.

Don't miss: Setel nabs HELP University's Izra Izzuddin as CMO 

The campaign aims to strengthen Setel’s brand visibility and drive deeper digital adoption by highlighting how the app simplifies everyday tasks for Malaysians. Setel also told A+M, that the timing, coinciding with the Merdeka and Malaysia Day period, adds cultural relevance to its message of efficiency, convenience, and local pride. Developed entirely in-house by Setel’s marketing team, the brand also shared that the campaign showcases the creativity and innovation of the company’s employees.

Central to the campaign is a new brand video and jingle, which blends everyday Malaysian conversations with modern digital experiences, including a social media challenge inviting users to share their take for a chance to win eWallet credit. 

The brand film tells the story of a young man in a suit who has just returned to Malaysia and stops by a shop to buy a drink. Hoping to pick up local slang, he turns to “CheqGPT,” a quirky assistant portrayed by a man, to ask for the most common word used in Malaysia. CheqGPT recalls various everyday moments where the word “setel” pops up. During a nikah (engagement), a coffee meeting with a boss, and even while paying for parking on a grocery run. Armed with his new vocabulary, the young man gives the phrase a try and confidently says, “setel je.”

The upbeat jingle brings the familiar phrase to life, weaving it into everyday moments, from fueling up and parking to grabbing a meal or shopping. It’s Setel’s way of showing that no matter the task, you can simply “setel je” with its eWallet.

As part of its activation plan, Setel has embarked on a nationwide “Jom Setel je!” roadshow, making stops across Klang Valley, Penang, Melaka, Kuantan, Sabah, and Sarawak. The roadshow includes interactive sessions with the Setel team and key opinion leaders (KOLs), on-ground rewards, and a special collaboration with Selangor FC to engage football fans.

The campaign is being amplified across multiple touchpoints, from digital out-of-home (DOOH) placements in Klang Valley, Penang, and Kuantan, to audio spots during prime-time slots on ERA FM and digital placements like The Star’s homepage masthead. On-ground, Malaysians may also encounter campaign activations at PETRONAS stations, parking lots, malls, and cafés, alongside special giveaways and interactive experiences designed to surprise and delight.

The tagline “Setel je! Sekali tekan, semua jalan” will anchor the brand’s communications moving forward, reflecting its role as a lifestyle-driven app while maintaining its core identity in mobility. This refreshed look and feel underscores Setel’s promise of one-tap simplicity, whether for fueling, parking, shopping, or other daily needs.

This comes four months after Setel appointed Izra Izzuddin as its new chief marketing officer. Izra joins Setel from HELP University, where she served as CMO from August 2023, overseeing the university’s branding, marketing, communications, and public relations efforts both locally and internationally. Before her role at HELP, Izra was group director of brand management and marketing for Touch 'n Go Group, overseeing both Touch 'n Go and TNG eWallet. 

And last month, another brand, Maxis, unveiled a refreshed brand promise, “Tomorrow begins today”. Marking a renewed commitment to empower Malaysians to take charge of the present and shape their own futures. The telco company said in a release that the brand promise reflects Maxis’ ambition to go beyond just providing connectivity, positioning itself as an enabler of everyday moments that matter, whether it’s launching a business, nurturing a passion project, or staying connected to loved ones.

Accelerate your brand’s growth with AI-first strategies, emerging tech and data-driven experiences. Join the industry's leading marketers at Digital Marketing Asia 2025 Malaysia on 30 October to uncover transformative trends, real-world wins and powerful ideas for 2025 and beyond.

Related articles: 
Maxis hits refresh with new brand promise: “Tomorrow begins today”
KATSEYE brings back low-rise denim in Gap dance campaign
Maybank serves up cross-border bonds with 'Hungry neighbours' campaign