Malaysia first celebrated Merdeka Day 68 years ago. As the nation marks its independence this year, brands across the peninsula are rolling out tributes with cheeky cultural references, heartfelt storytelling, and catchy jingles.
While the official parade in Putrajaya remains the centrepiece, bringing together more than 14,000 participants and over 500 military assets, many marketers are finding creative ways to join in the festivities.
Here’s a roundup of some of the most memorable Merdeka Day campaigns.
Campaign: Sepenuh Hati (With All Our Hearts)
Brand: Petronas
Directed by Ismail Kamarul, the film shows how the enduring spirit of Rukun Negara manifests to unite Malaysians. Set in a local school, the story follows Cikgu Murni, a teacher who inspires her students beyond simply reciting the pledge, weaving together heartfelt storytelling and humour in an emotional take on national pride.
Campaign: Different Strangers. One Conversation. Endless Malaysian Pride
Brand: FedEx Malaysia
Running over seven minutes, the spot features Malaysian strangers candidly discussing what they love most about their country. The ad captures authentic conversations across multilingual dialogue to highlight the nation’s diversity, adopting a grounded and genuine tone that resonates deeply with viewers.
Campaign: Kasi Sparkling, Baru Kick!
Brand: Spritzer Sparkling
Spritzer kicks off Merdeka celebrations with a catchy rap set in a local mamak shop. The film follows a rapper who works at a stall, waxing lyrical about the three refreshing drinks Spritzer created for Merdeka Day. It’s a fun, playful ad with a memorable jingle that celebrates Malaysia’s community spirit, especially around food.
Campaign: Rasa Sayang
Brand: Julie's Biscuits
Local favourite Julie's is celebrating Merdeka Day with a collaboration with apparel brand Tudung People to launch a limited-edition placemat that draws on Malaysian heritage. The promotion runs until September 16 and blends Julie's biscuit motifs with Tudung People's signature floral designs.
Campaign: Samsung Solve for Tomorrow
Brand: Samsung
Samsung has launched the seventh edition of its STEM competition in Malaysia to commemorate Merdeka Day. The programme runs in partnership with Malaysia’s oldest university, Universiti Malaya, which inspires students to create innovative solutions for real-world challenges. The winning team stands a chance to win Samsung products worth up to 117,000 ringgit (US$27,600).
Campaign: Save & Debit Merdeka
Brand: Maybank
From now until October 31, Maybank is running a promotion where new and existing customers can take home prizes, including 5,000 ringgit (US$1,182) supermarket sweep and even Samsung Galaxy S25 phones. Participation is easy and comes with just a 50 ringgit (US$11.80) spend per transaction with Maybank debit cards.
