Knorr's Mala Jok

client

Knorr MY/SG

challenge

The challenge was to launch a new Mala variant in a way that felt disruptive and culturally relevant while standing out in an increasingly crowded Mala market. The campaign also needed to resonate strongly with Gen Z audiences within a fast turnaround timeline, requiring a concept that could instantly capture attention and drive memorability across digital platforms.

result

- Achieved 82.7 million total video views - 41.1 million from 3D content - 41.6 million from jingle-led content

solution

Developed an integrated campaign system that combined stylised 3D CGI visuals, an original jingle, and signature choreography to create a highly recognisable brand experience. By unifying sound, movement, and visual storytelling, the campaign strengthened brand recall and delivered a bold, youth-driven identity that connected naturally with Gen Z culture.