Campaign SpotlightPress Release

MBCS brings viral sensations to all-new Maggi instant noodles

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KUALA LUMPUR, MALAYSIA — Mediabrands Content Studio (MBCS), the media-fuelled creative content practice within the IPG Mediabrands network, has released its latest campaign for the launch of Nestlé’s MAGGI Pedas Giler Cheezy Berapi instant noodles. 

The “Rasa Memang Viral” (taste that is viral) campaign seeks to drive excitement among Malaysian youth, who are known to favor viral food trends, with this newly launched variant of MAGGI instant noodles that is both spicy (Berapi) and cheesy (Cheezy.)

Amir Faiz, Group Creative Director of MBCS, said, “Harnessing the powerful trend of viral food sensations in Malaysia, we looked to ingeniously fuse it with the unwavering presence of MAGGI, giving birth to our #RasaMemangViral campaign. We understand that Malaysian youth love discovering new things and are actively seeking cheesy flavors, and of course, being Malaysian, love anything spicy. This campaign tantalizes both spicy and cheesy aficionados, catering to the diverse palates of the nation.” 

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Lim Siew Ling, Consumer Marketing Manager at Nestlé (Malaysia) Berhad, said, “MAGGI Pedas Giler is a brand that sets itself apart by catering to Malaysian tastebuds and is strongly embedded in the local youth culture with the “Ada Berani” Spicy Challenge. MAGGI Pedas Giler Cheezy Berapi is an innovation inspired by the latest food trends, bringing together Malaysians’ love of spiciness with the highly trending cheese flavor. 

“The MBCS team has managed to deliver a fun and quirky campaign that hopefully resonates with our audience, and we’re excited for them to unite as #TeamCheezyBerapi for a #RasaMemangViral moment with MAGGI Pedas Giler.”  

The campaign video is delivered through a catchy rap created by brand ambassador MK K-Clique, a well-known Malaysian rapper, and artist. To elevate it further, two well-known personalities, rapper and artist Noki K-Clique and content creator Maryam Younarae are shown representing the #TeamCheezy and #TeamBerapi messaging. 

Amir added, “The incomparable crew of MK K-Clique and his entourage have masterfully crafted an edgy anthem that sets the stage ablaze. The catchy rap set in a train station truly depicts the on-the-go consumption of MAGGI Pedas Giler Cheezy Berapi and captures the virality of this indulgent and intensely fiery product.” 

To mark the official launch of the product, an on-ground launch at the Sunway Pyramid Concourse will be held between July 13 to 16 with special appearances by MK K-Clique, Noki K-Clique, and Maryam Younarae. 

CREDITS:

Creative Agency: Mediabrands Content Studio 

CEO: Stanley Clement 

Group Creative Director: Amir Faiz 

Creative Director: Rudy La Faber 

Creative Group Head: Zulfatah Arif 

Art Director: Arifin Razak 

Client Services Director: Jean Tang 

Senior Account Manager: Renee Amira 

Account Executive: Ainur Radzuan 

Agency Producer: Mike Chong 

Production House: Minerva Productions Sdn. Bhd. 

Director: Chia Lok 

Executive Producer: Hadi Hamid  

Producer: Felicia Choi 

1st AD: Shane Nunis 

DOP: Jordan Chiam 

Set Designer: Keng Boon 

Post House: DeTouche Post 

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