MILO Malaysia inspires Gen Z to ‘turn dreams into reality’ with TikTok series

MILO Malaysia is stepping into the entertainment arena with a new campaign that aims to fuel more than just physical energy, it’s about empowering young Malaysians to find the mental strength to chase their dreams.

Developed in partnership with IPG Mediabrands' creative content practice MBCS, MILO’s “Energy to dare to create” campaign targets Gen Z audiences through a relatable TikTok-first series, "Rally hati Esya" ("Rally Esya's heart") The campaign is centred on expanding MILO’s brand narrative from one of physical nourishment to one that also energises ambition, creativity, and courage.

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The 20-episode rom-com drama, exclusive to TikTok, tells a story of heartbreak, healing, and rediscovery, all set against the backdrop of Malaysia’s growing pickleball craze. Directed by Nadhir Nasar and starring actor and creator Erysha Emyra, both long-time MILO collaborators, the series taps into the emotional resilience and creative drive that define the Gen Z spirit, IPG Mediabrands shared in a statement.

With romance, comedy, and plenty of plot twists, "Rally hati Esya" is designed to entertain while sparking conversation about self-belief and creative courage. The collaboration also underscores MILO’s growing focus on community-led, platform-native storytelling to connect with younger audiences.

All 20 episodes, each running three to four minutes, are now live on TikTok. One of the top-performing episodes has already amassed around 7.9 million views, while most others range from 20,000 to 500,000 views each. True to the brand, the series stays visually and tonally on theme. From MILO’s signature green palette and product placements to the pickleball bats and sports bags featured throughout.

“Many young adults feel like their dreams are out of reach because of the barriers they face today,” said Rudy La Faber, creative director at MBCS. “We wanted to connect the physical energy that MILO® is known for with the mental energy it takes to turn dreams into reality. That’s how "Rally hati Esya" was born.”

Ng Su Yen, business executive officer of MILO Malaysia, said the campaign reflects MILO’s evolution as a brand that goes beyond nutrition. “We’re proud to empower young Malaysians to push beyond their boundaries, because possibilities are endless,” said Ng. “Whether it’s stepping into a new role, discovering a passion, or chasing after their wildest dreams, we want them to know that MILO is right there with them, giving them the energy to keep going.”

According to La Faber, "Rally hati Esya" also marks a new chapter in long-form storytelling for brands. “MILO has always been synonymous with energy, and this series shows how that energy goes beyond sports or performance. It fuels your creativity and the life your heart dreams of,” he said.

Brands have been steadily venturing into TikTok-led storytelling this year. Resorts World Genting, for instance, launched "Juara Genting" (Genting Champion), its first-ever creator-led reality series. Aired exclusively on TikTok, the six-part show reimagines the reality format by putting popular creators such as Cupcake Aisyah, Sharina Richie, SRG Kramm, and SRG Sekys at the centre of high-energy challenges set across the resort’s theme park attractions.

Meanwhile, Jasmine, one of Malaysia’s longest-standing rice brands, took an unconventional turn this Ramadan with two digital-first content initiatives: "Dapur irama" (“Rhythm kitchen”), a musical recipe series, and "Seharum bunga Jasmine" (“The scent of jasmine flowers”), a TikTok-exclusive vertical drama.

Production houses are also getting in on the action. Creme Digital and Reservoir Productions are developing a full-fledged TikTok drama that blends cinematic storytelling with data-driven performance. Currently in the scripting stage, the project will feature brand integrations woven naturally into the narrative rather than traditional product placements or overt ads.

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