Tropicana Twister leans into purpose-led marketing with EPIC Homes tie-up

Tropicana Twister Malaysia has wrapped up the second year of its “Gandakan kebaikan” (Multiply the goodness) Ramadan campaign, scaling the initiative into a nationwide movement aimed at turning everyday acts of kindness into tangible social impact.

Created alongside THE SHOUT GROUP, the campaign encouraged Malaysians to log their daily good deeds through a digital activation, transforming individual acts into collective contributions that supported the construction of homes for underserved communities, including Orang Asli families, through EPIC Homes’s "Project 100" initiative.

The campaign culminated in the handover of homes to communities across Malaysia, while also raising RM200,000 for the cause.

Don't miss: Tropicana Twister inspires Malaysians to spread double the kindness this Raya 2025

According to the brand, this year’s edition generated almost seven times more contributions compared to last year, signalling stronger public participation and engagement with purpose-led campaigns during the Ramadan period.

“From the start, we wanted to create something simple but meaningful for Ramadan,” said Syahriza Badron, managing director of THE SHOUT GROUP.

“Through 'Gandakan kebaikan', we connected everyday actions to a larger purpose, allowing people to see how small acts, when combined, can bring real change to communities in need,” she added.

The campaign leaned heavily into accessibility and participation, with a simple online mechanic designed to lower barriers to engagement while reinforcing the idea that collective action can drive larger outcomes.

For EPIC Homes, the collaboration also spotlighted broader community-building efforts beyond housing alone. “At EPIC, our efforts go way beyond building houses,” said John-Son Oei, founder and chief epic officer of EPIC Homes.

“We empower communities by improving their living conditions, with development projects like water systems, play spaces for children and even small businesses,” he added.

Jennifer Lee, head of marketing at PepsiCo Malaysia beverages, said the campaign reflected Tropicana Twister’s ambition to move beyond conventional engagement metrics. “At Tropicana Twister, we believe in creating campaigns that go beyond engagement to deliver real impact,” she said.

“What started as a simple mission to do good grew into a larger-than-life, nationwide movement,” Lee added.

Earlier in March, Tropicana Twister had launched its "Gandakan kebaikan" campaign, centred on a series of digital films and a chatbot-driven activation designed to encourage Malaysians to turn small acts of kindness into collective impact during the Ramadan and Raya period.

One of the key films, titled “Ramadan lebih indah bila dikongsi bersama Tropicana Twister” (“Ramadan is more beautiful when shared with Tropicana Twister”), leaned into themes of everyday generosity and simple human connection, positioning kindness as something accessible and communal rather than grand or performative.

Beyond the films, the campaign also featured a digital chatbot activation inviting Malaysians to journal and submit their daily good deeds. The mechanic transformed individual contributions into a wider people-powered movement.

According to a recent study titled "Charity in Malaysia 2026" by Ampersand Advisory and Insightz Club, 82% of Malaysians plan to donate during Ramadan 2026, with contributions largely clustering between RM200 and RM500. While generosity remains high, the real opportunity lies in how brands can tap into these moments to build deeper affinity.

It pointed to a market shaped by faith-driven giving, cultural norms, and increasing expectations around transparency and convenience. Religious obligations continue to anchor donation behaviour, while causes such as health, education and the environment rank among the top priorities. At the same time, friction points remain. Despite widespread digital adoption, only 37% of respondents have donated via online or eWallet platforms, signalling untapped potential for brands and platforms to simplify the giving journey.

Be part of #Content360 Malaysia, 13 May 2026, where creativity and community collide. Explore how AI-powered imagination, culturally resonant storytelling, and platform-savvy strategies are shaping the future of content. Gain practical insights, discover new tactics, and learn how the region’s top creators and brands are crafting campaigns that truly resonate.

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