Turning a crisis into a campaign: How Astro Audio made Kelas Perpaduan ERA happen

Crises often expose vulnerabilities, spark public outrage, and dominate headlines. However, for leaders with vision, they can also be a catalyst for meaningful change. When handled strategically, a moment of national controversy can become a platform for education, dialogue, and long-term impact. For Priya Dharshini Prabakaran, director of Astro Audio, the “Vel vel” controversy in March presented just such an opportunity.

ERA FM, the network’s Malay-language station, had sparked national attention when a viral video was perceived as mocking a Thaipusam ritual, triggering investigations, political scrutiny, and heated online discourse. Instead of letting the crisis define the station, Prabakaran saw a chance to turn public scrutiny into a campaign for cultural awareness and unity.

“All of this happened within the span of a week, and it was a roller coaster," she shared at the PR Asia Malaysia 2025 conference. "I really needed to do something about it, and we thought it was apt for it to be a national level campaign." The aim: reach even schools and spark meaningful conversations about Malaysia’s diverse cultures.

Don't miss: Era FM creates new cultural diversity show 'Kelas Perpaduan' post-fiasco

Turning lessons into action

Astro Audio monitored public sentiment with social media listening tools and brand health trackers. While listenership and social media followings increased, Prabakaran recognised a deeper issue. “We're not heroes in this. And again, we did make a mistake. The vital question was: how could we do better, and improve?” Social listening revealed that the trending phrase on X was “What is vel vel,” prompting Prabakaran to explore ways the station could foster unity and cultural understanding.

“I then spoke to the Unity Ministry, telling them about the question everyone had on their minds, and I thought we needed to think of a way to fix this,” she said. Even a social media staff member was unaware of the phrase’s meaning, highlighting a need for cultural sensitivity.

This led to brainstorming sessions, ministerial collaborations, and partnerships with creative agencies Ballsy and Your Maker, resulting in "Kelas Perpaduan ERA", a campaign exploring Malaysia’s diverse cultures and shared experiences to foster unity. The initiative includes on-air classes every Wednesday, social media content, billboards, and plans to bring lessons to schools nationwide.

“It's a class where we teach listeners about different cultures and religions. It's a space where it's okay to ask questions," said Prabakaran. "Yes, we messed up. But this is all about learning. It doesn’t happen just in school. It can happen at any time, and that's okay," she added.

Astro Audio is also using the campaign to proactively address cultural understanding. Prabakaran highlighted their role in the upcoming National Day Parade and a nationwide tour to demonstrate the proper handling of cultural symbols like the Jalur Gemilang (Malaysia flag). “With the ERA FM fiasco, everything became very racial. The Prime Minister told us that we needed to help manage the situation with our reach, and so, we have to use our voice responsibly,” she said.

Managing the immediate crisis

Alongside launching "Kelas Perpaduan ERA", Prabakaran managed the fallout of the controversy. She instructed the hosts to stay off air and avoid social media while investigations unfolded. She also held a townhall to brief Astro Audio staff and sister stations. “We've got 500 people there wondering what was going to happen. I didn't want my teams learning about everything from the public. So, as soon as I got back from Bukit Aman, I held a townhall and opened the floor for any questions. I told them that I would be as honest and open about whatever I could share,” she said.

Honesty extended to advertisers. “Some did say they did not want to be associated with us at the time, and we said that was fine,” Prabakaran shared, noting that while some client campaigns were deferred, overall ad spend remained stable.

The campaign also inspired internal changes. Religious sensitivity classes are being conducted across the network, fostering awareness and dialogue beyond on-air content. “These sorts of topics are not really covered in compliance trainings. That’s why we are starting our own religious sensitivity classes,” she explained.

Prabakaran’s biggest lesson from the controversy: own up to mistakes and use them as a platform for meaningful change. “The easiest thing we could have done was to fire the three guys, but it wasn’t going to solve the problem. It’s better to do what you think is right, and try not to throw anyone under the bus. People do make mistakes, and we all learn from them.”

Through "Kelas Perpaduan ERA", what started as a national controversy has evolved into a countrywide dialogue on learning, understanding, and unity, demonstrating how a crisis can be transformed into a powerful catalyst for positive change.

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