Mediabrands Content Studio (MBCS), the media-fuelled creative content practice within the IPG Mediabrands network, has released its latest campaign for the launch of Nestlé’s MAGGI Pedas Giler Cheezy Berapi instant noodles.

The “Rasa Memang Viral” (taste that is viral) campaign seeks to drive excitement with Malaysian youth, who are known to favour viral food trends, with this newly launched variant of MAGGI instant noodles that is both spicy (Berapi) and cheesy (Cheezy).

Amir Faiz, Group Creative Director with MBCS said, “Harnessing the powerful trend of viral food sensations in Malaysia, we looked to ingeniously fuse it with the unwavering presence of MAGGI, giving birth to our #RasaMemangViral campaign.

We understand that Malaysian youth love discovering new things, are actively seeking for cheesy flavours, and of course being Malaysian, love anything spicy. This campaign tantalises both spicy and cheesy aficionados, catering to the diverse palates of the nation.”

Lim Siew Ling, Consumer Marketing Manager at Nestlé (Malaysia) Berhad said, “MAGGI Pedas Giler is a brand that sets itself apart by catering to Malaysian tastebuds, and is strongly embedded in the local youth culture with the “Ada Berani” Spicy Challenge.

MAGGI Pedas Giler Cheezy Berapi is an innovation inspired by the latest food trends, bringing together Malaysians’ love of spiciness with the highly trending cheese flavour.

“The MBCS team have managed to deliver a fun and quirky campaign that hopefully resonates with our audience, and we’re excited for them to unite as #TeamCheezyBerapi for a #RasaMemangViral moment with MAGGI Pedas Giler.”

The campaign video is delivered through a catchy rap created by brand ambassador MK K-Clique, a well-known Malaysian rapper, and artist. To elevate it further, two well-known personalities, rapper and artist Noki K-Clique and content creator Maryam Younarae are shown representing the #TeamCheezy and #TeamBerapi messaging.

Amir adds, “The incomparable crew of MK K-Clique and his entourage have masterfully crafted an edgy anthem that sets the stage ablaze. The catchy rap set in a train station truly depicts the on-the-go consumption of MAGGI Pedas Giler Cheezy Berapi and captures the virality of this indulgent and intensely fiery product.”

To mark the official launch of the product, an on-ground launch at the Sunway Pyramid Concourse will be held between 13-16 July 2023, with special appearance by MK K-Clique, Noki K-Clique and Maryam Younarae.


Creative Agency: Mediabrands Content Studio
CEO: Stanley Clement
Group Creative Director: Amir Faiz
Creative Director: Rudy La Faber
Creative Group Head: Zulfatah Arif
Art Director: Arifin Razak
Client Services Director: Jean Tang
Senior Account Manager: Renee Amira
Account Executive: Ainur Radzuan
Agency Producer: Mike Chong

Production House: Minerva Productions Sdn. Bhd.
Director: Chia Lok
Executive Producer: Hadi Hamid
Producer: Felicia Choi
1st AD: Shane Nunis
DOP: Jordan Chiam
Set Designer: Keng Boon

Post House: DeTouche Post

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