How to get millions of views with zero media spend!

Despite having no media spend or marketing budget allocated for a Merdeka Day campaign this year, Entropia and The Chicken Rice Shop (TCRS) conceptualised and executed an on-ground activation for the chain, which went viral.

Within a few days, the campaign amassed a whopping 4.2million organic views, and 690k engagements across Facebook, Instagram, Twitter, TikTok and Whatsapp.

In the spirit of Merdeka, selected TCRS outlets broadcasted ‘Negaraku’, the Malaysian national anthem, and secretly recorded customers’ reaction – guerilla style.

The footage was then pieced together to create a share-worthy Merdeka video, which was released on TCRS’ social media channels – a few days before Malaysia’s National Day on 31 August.

Neeraj Gulati, partner at Entropia, says, “COVID-19 hit the F&B industry the hardest, and this was the time we worked even closer with the TCRS team as a strategic partner. We found the team at the restaurants gave everything they had to fight this tough phase. It’s a salute to all the Malaysians who have stood up tall and faced the onslaught of the massive disruption, not just for themselves, but also for the ones around them.”

“We knew our content had to be impactful, relevant and shareable, so people could become our media and do the work on behalf of the brand. Malaysia’s Queen, Her Majesty Raja Permaisuri Agong, even shared the video on her Instagram profile, garnering over 100k views on its own.”

June Song, marketing manager for The Chicken Rice Shop, comments, “Entropia came up with a brutally simple idea to showcase the love we have for our country. And we did not expect such an overwhelming response from our patrons and the online community.”

Piaget Wong, director, social at Entropia, adds, “Social media is a channel to exchange human stories that go beyond the first and second degree of connection. Our team was able to work around the clock to deliver content that resonated and brought Malaysians together as ONE in these challenging times; and with our proprietary A.I. based platform, we were able to identify the right channels to share and spread these inspiring stories at  #AyamMalaysian”.

The video shows, in every outlet where the anthem was played, staff stopped serving customers and even shoppers outside of TCRS stood to attention as every single person observed the national symbol with pride.  


The 14th Malaysian Media Conference (MMC) is happening on 25 September at the Sime Darby Convention Center and is proud to announce its list of speakers compromising the most influential leaders in Malaysia’s media landscape. Have you registered to join MMC 2020?

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The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

This is the only event where Live Presentations meets Live Judging.

Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.

This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!

Campaign entries must have run between June 2023 to May 2024

Submissions Deadline
30th June 2024

APPIES Festival – Judging & Presentations
11th – 12th July 2024 (Malaysia)


Download Event PDF
Submit Entries Here

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