“Setel je!”, a phrase familiar to every Malaysian, now carries a new meaning as Setel Ventures Sdn Bhd rolls out its latest brand campaign, “Setel je! Sekali tekan, semua jalan.”
The campaign taps into a cultural touchpoint, transforming the way Malaysians think about convenience in their daily lives. From fuelling up and paying for parking to shopping, renewing road tax, or earning rewards, Setel’s app aims to simplify it all with just a tap.
Since its inception, Setel has been pushing Malaysia’s cashless agenda, extending its reach to over 1,000 PETRONAS stations and 2.6 million merchants nationwide. Today, more than nine million Malaysians are already transacting through the app — making secure, seamless digital payments part of everyday life.
“Setel started out as Malaysia’s first on-demand fuelling experience. Over time, ‘Setel’ has naturally become part of our vocabulary, symbolising how things get done,” said Abdullah Ayman Awaluddin, Chief Executive Officer of Setel. “With this campaign, we’re turning that everyday spirit into real, tech-driven experiences for Malaysians. Whether it’s fuelling, paying, or moving, we make it simple.”
The campaign is also encouraging users to verify their accounts for added features, stronger security, and more rewards — helping drive wider adoption of digital payments in line with the nation’s cashless ambitions.
Bringing the idea to life, a lively brand film and infectious jingle showcase how “Setel” blends local culture with modern innovation, even highlighting AI in action. The result? A campaign that feels as Malaysian as the phrase itself.
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