Posted on by Nathalie Tay
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Nando’s Malaysia Drops a Spicy New Love Anthem With a Little Help From the 90s
03 Jun
If you’ve ever been to a Malaysian karaoke session, chances are you’ve belted out Belaian Jiwa at least once. Now, Nando’s is giving the iconic 90s ballad a saucy twist – turning it into a passionate song about the love that goes into making flame-grilled PERi-PERi chicken.
In its latest campaign, Nando’s Malaysia reimagines Belaian Jiwa into InnuNando’s: a cheeky, heartfelt music video that captures the craft and care that goes into every chicken served. It’s a bold love letter to the brand’s passion for flame-grilled PERi-PERi chicken, set to the soundtrack of the nation’s most recognisable slow jam.
Filmed inside a Nando’s outlet, the video follows a Nandoca pouring his heart out amid the marinade, the flames, and the unmistakable vibe of a restaurant that takes its craft seriously. It’s got soul, it’s got heat, and it doesn’t take itself too seriously in true Nando’s fashion.
Created in collaboration with Chariot Agency, director Aiman Aliff of Director’s Think Tank, and Pitch Audio+Magic, the campaign keeps things real, showing fans the behind-the-scenes effort that goes into Nando’s signature taste – from 24-hour marination to open-flame grilling, all done with love by their passionate grillers and Nandocas.
To round out the experience, Nando’s has hidden codes in the music video – some real, some to throw you off the scent – that fans can test on the Gold Standard Chicken website for a shot at some free Nando’s chicken! In-store diners can also scan the QR code on their table talker or Chicken Flag to rate their PERi-PERi Chicken and stand to win other tasty rewards.
Part of the brand’s new platform, “That’s a Nando’s Thing”, the campaign is a proud statement of what makes Nando’s a beloved brand: its passion and care for PERi-PERi.
“At Nando’s, we’ve always believed that great chicken starts with great people. This campaign was our way of spotlighting the heart, craft, and care that go into every flame-grilled PERi-PERi chicken – something we call the Gold Standard,” said Chai Hui Fung, Chief Commercial Officer, Nando’s Malaysia.
“InnuNando’s may be playful, but it carries a real message: our chicken isn’t just grilled, it’s lovingly crafted by Nandocas who take pride in every step. And what better way to express that than through a song that every Malaysian knows speaks of love?”
“We could’ve written a new ballad (we did!), but nothing hit the spot quite like Belaian Jiwa,” said Christyna Fong, Creative Director at Chariot Agency. “It’s timeless, emotional, and instantly recognisable. It just made sense – the ultimate love song, for the ultimate love: great chicken.”
InnuNando’s is now live on Nando’s Malaysia’s social channels. Sing along and fall in love all over again.
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
