Boost champions financial freedom in '68 Merdeka kewangan' campaign

Boost is celebrating Malaysia’s 68th Independence Day with a nationwide campaign, “68 Merdeka Kewangan,” aimed at promoting smarter, more responsible financial habits while showcasing the strength of its digital ecosystem. The phrase not only ties in with the country’s 68th National Day but also plays on the idea of “financial freedom,” aligning with Boost’s mission to empower Malaysians in managing their money.

Running from 18 August to 21 September 2025, the initiative spans the entire Boost network, including the Boost Wallet app, Boost Bank, social platforms, and its SME community. The campaign builds on Boost’s positioning as Malaysia’s homegrown digital bank, designed to make financial well-being more accessible to Malaysians.

Don't miss: Coolblog shouts 'I love you Malaysia!' with free drinks for Merdeka month

“As a brand that has grown with Malaysians, we wanted to use this Merdeka to remind everyone that financial freedom is within reach, whether it’s through saving smarter, spending wisely, or maximising rewards,” a Boost spokesperson told A+M.

To kick off the campaign, Boost released a two-minute campaign film that humorously portrays a familiar financial struggle. The video features different “YB” characters — YB Jalan-Jalan (stroll), YB Gajet (gadget), YB Sukan (sports), YB Kesihatan (health), and YB Savings — each representing typical monthly expenses, fighting for a share of one’s salary. Adding to its homegrown appeal, the creative concept, production, and execution were done entirely in-house, with Boost staff stepping in as the actors.

Set against a green-screen recreation of the Dewan Rakyat (House of Commons), complete with a Squid Game-inspired piggy bank suspended above the hall, the scene unfolds as the “members of parliament” debate their allocations in a chaotic uproar. Order is eventually restored when the speaker, YB Gaji (salary), steps in to redistribute the funds, delivering a motivational call to action on practicing smarter financial management with Boost.

During the campaign, Boost is rewarding users with various engagement activities. Spending RM30 via the app gives users a chance to win up to RM68 in a “Merdeka Wallet,” with weekly winners and 1,000 others receiving RM6.80. Linking a Boost Bank account also unlocks up to RM8 in Shake Rewards. Boost Bank is promoting healthy saving habits with daily interest of up to 3.3% p.a. through its Jars feature, while on social media, the brand is sparking nostalgic conversations, rewarding the most creative money-saving tips and witty entries with RM68 Merdeka Wallet credits or 6,800 Boost Stars.

Boost’s use of its own staff as the faces of its content is nothing new. Throughout the year, employees have been regularly featured in social media videos, from sharing tips about the digital wallet and highlighting promotions to jumping on trending social formats. The brand has also experimented with unique collaborations, such as featuring police officers in its #JanganKenaScam (don't get scammed) series to educate users on scam awareness. In its latest F.Y.I video series, even chief marketing officer Diana Boo steps in front of the camera, reinforcing the brand’s authentic and approachable tone.

To celebrate National Day and Malaysia Day, other brands, such as FedEx Malaysia, have also gone down the video route. The transportation and shipping company released a heartwarming Merdeka Day video titled “Different strangers. One conversation. Endless Malaysian pride”, capturing the rich linguistic diversity that unites the nation.

Meanwhile, Spritzer Sparkling added a sparkling boost to the nation’s celebrations with its high-energy campaign, titled “Kasi sparkling, baru kick!” ("Use sparkling, for a kick"). Central to the campaign is a colourful, feel-good video featuring a local colloquial icon, “Aneh”, a friendly mamak (Tamil Muslim restaurant) waiter, bringing the urban rhythm of mamak culture to life in rap.

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:
K Fry serves a chilled-out Merdeka tribute inspired by local flavours
Spritzer Sparkling puts a fizzy twist on iconic local drinks for Merdeka
FedEx Malaysia unites the nation through language this Merdeka Day