Astro launches month-long celebratory campaign for Merdeka and Malaysia Day

Astro is celebrating National and Malaysia Day this year with the launch of its "Inilah KITA, sehati bersama" ("This is us, with a united heart") campaign, running from 15 August to 16 September 2025. The month-long celebration highlights unity in diversity through curated programming, live events, music, and on-ground activations.

At the centre of the campaign is the KITA Channel (CH 100), a dedicated space for Malaysian-made content. From 15 August to 17 September, audiences can enjoy over 50 specially curated programs, including patriotic films, dramas, reality shows, documentaries, and concerts by homegrown artists such as Slam X Exist and Hael Husaini.

New Merdeka-themed telemovies — Kita Bukan Data (We're not data), Mariam Meenachi, Rombengan (Entourage), Wasiat Ayah (Father's will), and Daddy Naik Sheikh — will also premiere during this period.

Don't miss: Era FM creates new cultural diversity show 'Kelas Perpaduan' post-fiasco

The campaign extends beyond screens with Unity Stories of Inilah KITA, a three-part short documentary series portraying real-life examples of harmony in Malaysian communities. Some of the stories include a century-old kopitiam fostering multiracial bonds, a Sarawak mosque and church sharing a car park in mutual respect, and three artists from different cultural backgrounds collaborating on a shared art project.

These shorts premiered on Astro Malaysia’s YouTube channel on 7 August.

Astro will also host the "Hello inilah KITA" event on 23 and 24 August, bringing together celebrities such as Mira Filzah, Hun Haqeem, Ayda Jebat, and Nicole Lai for a celebration of music, culture, and storytelling.

On the airwaves, KITA FM will broadcast live from Putrajaya on 31 August, in collaboration with both Astro Audio and RTM radio hosts. The KITA FM hop-on hop-off bus will then tour all 13 states, culminating in Penang on 16 September, with plans to set a Malaysia Book of Records milestone.

The campaign’s theme song, Bangkit Malaysia (Rise Malaysia) by Hael Husaini, will soon be available across streaming platforms. Later in the year, the celebrations will continue with the "KITA Run" on 25 October at Serenia City Central Park, Nilai. It features 5KM and 10KM runs, carnival booths, and a live concert.

Tai Kam Leong, chief sales and marketing officer at Astro, said the campaign builds on the "Inilah KITA" narrative by showcasing stories that reflect unity in diversity. “Through stories of togetherness, from sharing meals and communal spaces to creative collaborations, we present cherished moments that have brought Malaysians closer,” he said.

“Our aim is to bring the spirit of ‘sehati bersama’ to Malaysians through amazing films and dramas, inspiring music, live events, and engaging radio content.”

The "Inilah KITA, sehati bersama"’ campaign is available across Astro's KITA channel (CH 100), On Demand, sooka, and NJOI.

Other brands which have gotten a head start on their Merdeka campaigns include Julie's Biscuits, which launched a cross-industry collaboration alongside popular local scarf brand TudungPeople, launching a limited-edition collectible designed to celebrate Malaysian heritage and unity. At the heart of the campaign is the 'Rasa sayang' placemat, a practical yet decorative item that blends Julie’s iconic biscuit elements with TudungPeople’s signature floral motifs.

Meanwhile, pasta brand Barilla is celebrating Merdeka by merging fashion and food in a collab with iconic handbag designer Christy Ng. Known for her sophisticated design sensibility, Ng has created a limited-edition premium tote bag inspired by Malaysia’s multicultural identity and culinary heritage. The campaign blends Barilla’s Italian roots with Malaysian artistry in a move that aims to deepen brand resonance through lifestyle relevance.

Accelerate your brand’s growth with AI-first strategies, emerging tech and data-driven experiences. Join the industry's leading marketers at Digital Marketing Asia 2025 Malaysia on 30 October to uncover transformative trends, real-world wins and powerful ideas for 2025 and beyond.

Related articles:
Astro's Q1 profit falls 21% on lower adex revenue
Astro breaks family traditions in comedic Raya ad
Streaming app sooka interrupts doomscrolling on YouTube Shorts this Ramadan