Astro has partnered with Naga DDB Tribal to conceive and execute the marketing campaign for its latest Astro Original series, The Exiled — a Malaysian reimagining of the iconic Hong Kong gangster drama genre.
A Local Lens on a Classic Genre
Set against a Malaysian backdrop, The Exiled follows the Yi He triad as internal tensions rise when Bing Jie — widow of the former leader — attempts to reform the gang. Her vision clashes with loyalists of Ah Han, the pragmatic second-in-command, sparking a power struggle that questions whether fate is something to accept… or challenge.
This tension inspired the campaign’s core idea: “Forge Your Own Fate | 我的命 我来 定.” A defiant, self-driven call that reframes the series not just as a tale of gang rivalries, but a story about choosing one’s own path despite circumstance.
A Disruptive Teaser in KL’s Busiest Pasar Malam
To spark conversation ahead of the show’s 14 December premiere, Naga DDB Tribal staged an unexpected activation at Taman Connaught Pasar Malam, turning the night market into a living set piece.
Passers-by witnessed a dramatized altercation between two Yi He factions, escalating into a faceoff when Bing Jie and Han Gor arrived with their entourages. The stunt blurred fiction and reality, prompting crowds to film, debate and share the moment online.
“If we wanted people to care about the Yi He story, we first needed to make them feel it up close,” said Alvin Teoh, Chief Creative Officer, Naga DDB Tribal. “So we brought the world of The Exiled directly to the streets – loud, bold, and impossible to ignore.”
The activation was supported by social teasers from Astro and the cast, amplifying buzz ahead of the reveal. Relive the Yee Wo takeover at Taman Connaught here.
Turning the Streets Into a Teaser Platform
Triad-style flags and DVD-inspired flyers were distributed throughout the night market, each embedded with QR codes leading to character perspectives and the official trailer. These simple visual cues created intrigue while subtly introducing audiences to the show’s themes of rivalry, loyalty and choice.
The entire stunt was captured using hidden cameras and later crafted into a PR film, showcasing real reactions and elevating the activation into a shareable piece of content.
Astro Originals Continues Its Winning Formula
Through a blend of grounded storytelling, real-world drama and a bold creative idea, Naga DDB Tribal’s campaign positions The Exiled as a standout addition to the Astro Original slate — one that marries Hong Kong cinematic grit with Malaysian authenticity.
“This campaign reflects our ambition to elevate Malaysian storytelling. The Exiled blends international talent with local flavour, and the activation by Naga DDB Tribal captured that spirit beautifully. By bringing the tension of the Yi He triad to life on the streets, we were able to spark genuine curiosity and set the stage for a powerful premiere,” said Benjamin Woo, Head of Group Marketing, Astro.
The Exiled is now streaming exclusively on Astro One and sooka.
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