Penjaga Warisan Gen-Zaman Dulu-Dulu
10. Media Kancils [10.8 Best use of collaboration & media partnership]
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Links:
Product/Service:
MAGGI Sup Ayam Berempah
Client:
MAGGI
Brief:
To launch MAGGI® Sup Ayam Berempah, we created ‘Penjaga Warisan’ - a character who invited Gen Zs to act, speak, and dress tradition. We couldn't just place him in traditional media buys that Gen Zs would ignore. To get their attention, we needed the right media partnerships.
Solution:
We built a multi-layered media collaboration. First, we hijacked Astro’s hit Hikayat universe, launching our 'Penjaga Warisan' character directly to its massive fanbase.
He sent physical scrolls to heritage creators, sparking a cultural chain reaction. We then partnered with Malaysia's largest heritage IP, Keretapi Sarong 2026. Penjaga Warisan led a massive march from KL Sentral to TRX, teaching youths to Pantun for traditional MAGGI® sarongs.
Astro provided the broadcast reach, KOLs drove the social virality, and Keretapi Sarong delivered the physical scale. This seamless collaboration reached 7.8M online, brought 25,000 to celebrate offline, and drove 5.1% penetration in just one year.
