Tune Talk shifts gears with 'Kasi Tune', a long-term play beyond telco basics

Malaysia’s telco industry has long competed on the same battlegrounds: more data, lower prices, and short-term acquisition pushes.

However, Tune Talk believes the category has become too transactional, where consumers compare gigabytes instead of experiences, and price instead of value.

Together with its strategy and creative agency Edelman Malaysia, the homegrown challenger is now attempting to rewrite that narrative with a long-term transformation anchored on a new brand platform: “Kasi Tune” (Give it a tune-up).

Positioned as more than a campaign, “Kasi Tune” is designed as an open invitation for Malaysians to continuously “tune-up” their digital lives and experience what Tune Talk describes as a more meaningful mobility ecosystem.

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“Consumers were conditioned to compare plans instead of experiences. Gigabytes instead of possibilities. Price instead of value,” the brand's statement read, framing the shift it hopes to drive across the category.

The intent now, is to move telco away from being a monthly transaction and toward an evolving relationship with users.

At the heart of this evolution is Tune Talk’s broader ambition to position itself as an ASEAN-first cloud-native telco, a move it says will allow faster innovation, real-time personalisation and a more adaptive customer experience. The brand sees this infrastructure shift as key to supporting AI-ready, cloud-native lifestyles.

“The future of mobility cannot simply be measured by how much data consumers get or how cheaply it is sold,” said Gurtaj Singh, chief executive officer of Tune Talk. "Consumers today deserve networks that are not only faster, but also smarter, more adaptive and built around how they actually live their lives," he added.

He also explained that the brand’s goal is to go beyond connectivity to deliver more seamless and rewarding digital experiences for Malaysians. 

Buillding a digital lifestyle ecosystem

Beyond infrastructure, Tune Talk is also expanding into what it calls a digital lifestyle ecosystem. This includes its open in-app entertainment and gaming environment, which notably extends access beyond subscribers, a move that challenges the typical paywalled telco model.

Instead of restricting value-added experiences, Tune Talk is positioning entertainment, gaming and digital engagement as part of a broader ecosystem meant to encourage participation and community interaction.

The brand is also layering in practical services such as personal accidental insurance integration, alongside evolving value propositions aimed at increasing utility beyond connectivity alone.

“Consumers today expect brands to play a more meaningful role in their everyday lives. At Tune Talk, we believe value must go beyond data quotas or promotional pricing,” said Jill Yeap, general manager of marketing at Tune Talk.

She explained that “Kasi Tune” is designed to bring together connectivity, entertainment, lifestyle experiences and protection into one ecosystem, delivering more relevant and rewarding value for Malaysians.

Tuney, the playful and reassuring digital companion

Another key pillar of the platform is Tuney, Tune Talk’s brand mascot, which is evolving into a digital companion designed to help users navigate increasingly complex digital experiences.

From gaming to AI-enabled services and online safety, Tuney is positioned as a cultural bridge between advanced technology and everyday usage, reinforcing Tune Talk’s belief that tech should feel accessible rather than intimidating.

For Edelman Malaysia, the partnership represents a broader opportunity to reshape how telco brands communicate in a market where differentiation has traditionally been difficult.

“What makes Tune Talk particularly compelling is that it is not trying to compete louder within existing telco conversations,” said Mazuin Zin, chief executive officer of Edelman Malaysia.

She added that the brand is instead rethinking connectivity itself, blending technology, culture and utility into a continuously evolving experience.

"As Tune Talk’s strategic brand and solutions partner, our role at Edelman is to help shape not just a campaign, but a long-term cultural and category narrative that redefines how consumers engage with modern mobility brands in the years ahead," said Mazuin.

With “Kasi Tune”, Tune Talk is not just introducing a new slogan, but a long-term brand direction it hopes will evolve alongside Malaysian consumers.

Tune Talk has been busy this year, setting the tone for "Kasi Tune". Earlier in March, the telco brand appointed Havas Malaysia as its new customer experience (CX) partner as it looked to strengthen engagement across its digital platforms in Malaysia.

The partnership will see Havas support Tune Talk in enhancing the user experience across its website and mobile app, as part of the brand’s wider digital transformation strategy.

Last year, Tune Talk celebrated its 16th year in Malaysia with a refreshed identity that puts creativity, youth, and community at its core. The refreshed look introduced a striking splash of turquoise to its iconic red logo, symbolising energy, creative freedom, and the brand’s connection to a younger, bolder generation of users.

This came on the back of its appointment of Jill Yeap as its new head of marketing, tapping her 15 years of experience in strategic brand building and consumer engagement across the fast-moving consumer goods (FMCG) sector.

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