Tiger Beer Malaysia seeks out foodies who changed their lives for the love of food

Tiger Beer is aiming to start a conversation about a pressing issue, yet not often spoken about, among Malaysians about following their dreams.  A recent survey by Jobstreet showed that 70% of Malaysians aren’t happy in their current jobs.

With this in mind, Tiger Beer is seeking to inspire Malaysians to pursue their dreams with its Uncage campaign, by showcasing the stories of three local heroes who have challenged societal norms to pursue their passion. As food plays such an important role in Malaysian life, the three courageous individuals chosen have each pursued their passion for cooking in the face of other expectations.

These "uncaged heroes" – Im Cheah, Jun Chan, and Herukh Jethwani - have challenged conventions and culinary expectations with their innovative dishes. Each has chosen to leave behind more traditional career paths in order to pursue their passion. It worked with Naga DDB Tribal for the campaign.

Im, a former creative director at an advertising agency is now a full-time ‘baconist’, Jun’s love of soul food won out over his studies in Mechanical Engineering, while Herukh refused to play it safe, creating dishes which challenge everything you know about Indian cuisine. Their unique stories have been captured via a brand film launched today by Tiger Beer on their official website and social media platforms.

“Courage lies at the heart of Tiger Beer’s identity. As a brand, we believe that everyone has a tiger inside – you just have to find it. We want to show how all it takes is a dream and the passion to follow what you love to create something extraordinary. We hope that through our Uncage platform, the real and honest experiences of our heroes can inspire Malaysians to cultivate their passion, whatever that may be, even if that means  challenging what society expects of you,” said Pearly Lim, marketing manager of Tiger Beer Malaysia.

Meanwhile, NagaDDB Tribal’s creative director, Paul Lim, said, “Tiger wanted a campaign that really inspired people to take that bold step. To achieve that, we looked for stories of courage from those who've actually walked the talk.”

Starting now until 2 December, Tiger Beer fans who wish to be part of this Uncage campaign can partake in an online quiz named ‘Find Your Tiger’, to find out which of the six different tiger personalities they represent. That is not all - foodies can be sure to expect a delicious treat coming up specially for them in December, including special dishes created by the talented uncaged heroes, so be on the lookout for more updates.