SAJI - Terima Kasih Malaysia

Agency

TBWA KUALA LUMPUR

Client

Delima Oil Products

Product/Service

Saji Cooking Oil

Brief

SAJI needed to stand out during the National Month while working with limited resources. The challenge was to create a visually compelling campaign that would engage Malaysians, spark cultural conversations, and reinforce SAJI’s role in their everyday food experiences.

Solution

In Malaysia, food is more than just nourishment—it’s an emotional and cultural experience, reflected in slang like ‘padu,’ ‘kaw,’ and ‘terangkat.’ This inspired Ekspressi Rasa Kita’s art direction, where each slang word was brought to life through bold colors, hand-drawn illustrations, and typography that captured its essence. The design approach carefully matched the tone of each word, from intense flavors to lighter moments, while playful illustrations connected with Malaysia’s vibrant food culture, from street food to home-cooked meals. The campaign turned everyday slang into a visual and cultural movement, making SAJI a brand that resonates with Malaysia’s unique food experiences.

Credit

TBWA KL
Creative Chief Officer: Yee Wai Khuen
Deputy Executive Creative Director: Fazlee Sabbaruddin
Creative Director: Mo Nazmi Ahmad
Senior Art Director: Amirul Halim
Senior Copywriter: Yusman Rosdi
Copywriters: Zulika Shaharom, Zulkhairi Zakaria
Art Director: Fadhil Samah
Designers: Siti Khairunnisa Chan, Grace Yong, Ellen Ang, Sara Azrin, Husna Abdelhamid
Social Content Manager: Syazwani Ramlan
Content Creative: Megat Arezza
Director: Megat Arezza
Director of Photography: Megat Arezza
Editor: Megat Arezza
Producer: Mujib Abdullah
Senior Brand Director: Jerry Lim
Brand Manager: Lok Yong Kang

DELIMA OIL
Head of Brand Marketing: Fatin Binti Sarjat
Brand Manager: Siti Nurain
Brand Manager: Siti Amalina
Marketing Manager: Mohd Edi Azrul Hordri

OUTDOOR MEDIA PARTNER
Setia Media

SOCIAL MEDIA MANAGEMENT
iCook Asia Digital