Once upon a time, during my days as a copywriter at O & M in the 1980s, the rules were profoundly simple.
If your brand wanted to sound premium, modern, and desirable, you spoke English.
Preferably with a British or American twang.
From luxury car campaigns to shampoo bottles, English was the aspirational code.
It meant you had arrived or at least were on your way there.
But Malaysia in 2025 isn’t the same Malaysia from the glossy pages of CLEO or the billboards of KLCC in the 2000s.
Today’s consumer scrolls in multiple tabs — English, BM, Manglish, Mandarin, Tamil, and emoji.
While English remains an important tool of commerce and globalism, brands that fail to read the linguistic room risk being seen as elitist, tone-deaf, or worse — irrelevant.
The English Hangover
Let’s be honest.
English still has its place.
It’s the language of globalisation, the lingua franca of digital commerce, and the bridge across Malaysia’s multicultural terrain.
It lends a brand a sense of modernity and global relevance.
But is it still the language of aspiration?
Not quite.
While Gen Z may still consume English-dominated content on Netflix and TikTok, their hearts beat in a different rhythm.
They may scroll through K-drama subtitles, laugh at BM meme pages, and comment in a hybrid stream of Manglish.
They switch between “lah,” “bro,” “kan?” and “boleh settle” with ease and confidence.
For them, English is just one tile on a multilingual mosaic — not a marker of class.
When brands cling only to English, they risk alienating a vast swathe of the population.
It’s no longer about looking up to English.
It’s about whether your message lands — in the mamak, in the kampung, in Subang’s hipster cafés and Johor’s pasar malam stalls.
Bahasa Malaysia: The Heartbeat of the Nation
There’s a reason why public health ads during the pandemic went viral when they were delivered in Bahasa Malaysia — they were direct, emotive, and accessible.
BM isn’t just the national language; it’s the emotional core of the country.
It carries humour, heritage, and humility.
From Milo’s “Minum Milo jadi sihat dan kuat” to the evergreen Hari Raya ads by Petronas that tap into BM’s cultural depth, some of Malaysia’s most memorable brand moments were delivered in Bahasa — not English.
When BM is used well — not just translated, but crafted — it doesn’t diminish a brand’s stature.
It enhances its local relevance.
It says: “I see you. I know you. I speak with you, not to you.”
Manglish: The Middle Child That Hits Home
Then there’s Manglish.
Often looked down upon by purists, yet undeniably powerful.
Manglish isn’t just a mashup — it’s an identity.
It’s how Malaysians tease, flirt, debate, and joke.
It’s the secret handshake of the streets.
Campaigns that get Manglish right — think “Confirm lah!”,“Sure canwan”, or “No need shy-shy” — enjoy massive traction, because they feel like a WhatsApp chat between friends.
Manglish offers something most brand copy lacks: warmth, wit, and relatability.
But beware — Manglish isn’t a free pass.
When brands try too hard, it can backfire spectacularly.
Authenticity is key.
If it sounds like a boardroom executive trying to “be down with the kids,” it will be laughed out of the group chat.
Inclusivity Isn’t Just About Race — It’s About Language
In the age of DEI (Diversity, Equity, and Inclusion), we often talk about representing different races and religions.
But language is just as crucial.
Language determines access.
It decides who feels seen and who feels sidelined.
In rural markets and B40 communities, a slick English campaign might be aesthetically pleasing but emotionally empty.
Conversely, a BM-first or Manglish-infused ad could generate not just clicks, but connection.
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 2024 to May 2025
