The controversy has triggered a major brand crisis for Era FM, a leading radio station known for its youth-centric and entertainment-driven content.
The video in question, which featured DJs chanting ‘Vel Vel’ in a seemingly mocking manner, has sparked outrage across social media platforms, leading to 44 police reports filed against the station and an official investigation by both MCMC and the Royal Malaysian Police.
MCMC, in a strongly worded statement, confirmed that an investigation paper would be submitted to the deputy public prosecutor, citing potential violations under Section 233 of the Communications and Multimedia Act 1998, which prohibits the improper use of network facilities.
Meanwhile, Astro’s top management was summoned by MCMC for an urgent meeting, underscoring the gravity of the situation.
The Inspector-General of Police, Razarudin Husain, revealed that six individuals from the radio station have provided statements at Bukit Aman as part of an ongoing probe.
The investigation paper will soon be forwarded to the Attorney-General’s Chambers for further action.
The Fallout: Branding & Advertising Implications
This crisis presents a significant challenge for Era FM’s brand reputation, particularly in Malaysia’s diverse and multicultural market.
As a household name in entertainment, the station has long been a preferred platform for advertisers targeting young, urban demographics.
However, the fallout from this controversy could lead to major advertisers reconsidering their association with the brand, especially those that uphold corporate social responsibility (CSR) policies aligned with cultural sensitivity.
The advertising industry is closely watching how Astro will manage this crisis.
Brand safety is a top priority for advertisers, and any perception of insensitivity towards religious or cultural sentiments can lead to swift ad spend reallocations.
Digital and traditional media buyers may seek alternative platforms, particularly those that prioritise inclusivity and cultural awareness.
For Astro, the next 30 days will be crucial.
The company must submit a formal response to MCMC, potentially mitigating the risk of an outright suspension.
However, the larger task ahead is regaining public trust.
Industry experts suggest that an immediate and sincere public apology, coupled with a clear action plan for cultural sensitivity training, could help in damage control.
A strong corporate response—including internal reviews, stricter content guidelines, and engagements with affected communities—could prevent a long-term reputational decline.
Astro’s ability to navigate this crisis will set a precedent for how Malaysian media companies handle cultural controversies in the digital age.
The Bigger Picture: The Responsibility of Media & Brands
This incident serves as a wake-up call for brands operating in Malaysia’s multicultural landscape.
As digital platforms continue to amplify content reach, media houses and brands must be increasingly mindful of cultural sensitivities.
The rise of social media activism means that mistakes—whether intentional or not—can quickly escalate into full-blown crises.
For marketers and media planners, this controversy highlights the importance of due diligence in content strategies.
Cultural sensitivity must not be an afterthought but an integral part of brand communications.
As Malaysia moves towards a more inclusive media environment, businesses that embrace cultural intelligence will emerge stronger and more resilient.
Marketing Magazine will continue to monitor the developments surrounding this case and its impact on the media and advertising landscape in Malaysia.
