TNG eWallet wants to make roasting Malaysians a paid job

Touch ’n Go (TNG) eWallet is looking to turn sharp-tongued social media users into its next brand voice.

In an Instagram post, the brand announced that it is accepting applications for a paid “lead roaster” role that will poke fun at Malaysians’ financial habits. Interested applicants are invited to comment why they would be the best fit for the role. The ideal candidate should be able to roast money habits across its social channels while remaining “savage but never mean”.

The role does not require a degree or previous work experience. Instead, TNG eWallet is looking for candidates who are quick-witted, regularly question their friends’ financial decisions and, ideally, have an MBTI personality type with a “J” in it.

The campaign reflects TNG eWallet’s recent use of humour and social media banter to make conversations about personal finance more relatable, particularly on Threads.

Don’t miss: Has TNG eWallet evolved beyond a payments app? 

A TNG Digital representative told A+M that the tone of the post is playful, but the thinking behind it is intentional. 

“The Lead Roaster builds on our intern roasters’ approach on Threads, giving that direct, cheeky voice a more recognisable identity,” they said. “The purpose is to challenge familiar money habits and get people engaging with a subject they might otherwise avoid. We’ll share more about the role soon.”

The idea also draws on a familiar part of local culture: the candid, sometimes brutally honest roast among family and friends.

“It is direct, memorable and often funny because there is truth in it. Our intern roasters on Threads brought that energy to familiar money habits, using humour to spark reflection rather than shame,” they said.

Rather than relying on conventional financial education, the approach lets the brand join conversations already happening online.

“That gives TNG eWallet a distinctive voice, but attention is only the starting point. It supports our financial inclusion efforts by complementing access to financial services with communication that encourages people to ask questions and explore their options,” the brand representative said. “The creativity is in the delivery; the strategic value is in making the subject more relevant.”

By making financial missteps the subject of a joke, the brand can draw attention to everyday habits without making financial literacy feel preachy. The challenge, however, is to ensure the humour remains relatable rather than judgmental, particularly when money management is shaped by differing incomes and financial circumstances.

The Lead Roaster role could formalise this approach with a dedicated voice, while the recruitment post itself extends the joke by inviting Malaysians to show their roasting skills in the comments.

For TNG eWallet, the proposition is straightforward: financial conversations do not always need to begin with a suit, a spreadsheet or a lecture. Sometimes, they can begin with a roast that hits a little too close to home.

TNG eWallet has been widening its role beyond payments. A+M previously explored this shift: TNG Digital’s non-payment businesses contributed more than half of its total revenue for the first time, as the company repositioned the platform as an “everyday digital companion” for Malaysians. Its wider campaign included a deliberately glitched app icon and collaborations with local content creators. The Lead Roaster role could build on that social-first approach.

TNG eWallet has continued to expand beyond its original role as a digital payments platform, with its financial services offering broadening its presence in Malaysians’ everyday money management. A+M previously explored this shift, examining how the brand has developed its proposition beyond transactions. For one, TNG Digital’s non-payment businesses had contributed more than half of its total revenue for the first time, as the company repositioned the platform as an “everyday digital companion” for Malaysians. 

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