Corporate Malaysia gets behind Merdeka

KUALA LUMPUR — Merdeka has become one of the most important moments of the year for Malaysian brands, but the best campaigns are increasingly doing more than putting a Jalur Gemilang on an advertisement. This year, companies are using the 69th National Day to talk about identity, technology, entrepreneurship, food, sport, heritage and the everyday experiences that make Malaysia distinctive. From emotional short films to consumer campaigns and collaborations with local businesses, corporate Malaysia is turning patriotism into storytelling and, in many cases, into a commercial proposition as well. Here are 10 campaigns that stand out in 2026. Have fun and Selamat Hari Merdeka!

1. BHPetrol — Saya Taula

One of the year's most talked-about campaigns, Saya Taula tells the Malaysian story from the perspective of a foreign worker. Rather than explaining Malaysia through official imagery, it observes everyday Malaysians — their food, humour, arguments, friendships and acts of kindness. The outsider's perspective is what makes the campaign particularly effective. BHPetrol

2. PETRONAS — Jangan Kau Kata

PETRONAS takes a more poetic route with Jangan Kau Kata, inspired by a poem by National Laureate Professor Emeritus Dr Muhammad Haji Salleh. The campaign looks at assumptions and stereotypes and encourages Malaysians to recognise the goodwill that exists across communities. PETRONAS

3. AmBank — Generasi Malaysia

AmBank brings artificial intelligence into the Merdeka conversation, asking whether AI can really understand what it means to be Malaysian. The campaign contrasts technology's ability to reproduce images and information with the lived experiences, culture and emotions that shape national identity. AmBank

4. BSN — Cerita Mereka, Jiwa Malaysia

BSN connects Merdeka with entrepreneurship, education, vocational skills and heritage. The campaign features young people and entrepreneurs, including students producing batik products, making nation-building a story about what Malaysians are creating today rather than simply what happened in 1957. Bank Simpanan Nasional

5. CelcomDigi — Nadi Inspirasi Kami

For CelcomDigi, the idea of connection is naturally close to the business. Nadi Inspirasi Kami focuses on people, relationships and the everyday connections that make up Malaysian society, rather than relying solely on conventional patriotic imagery. CelcomDigi

6. Maybank — Bersama Malaysia, Untuk Malaysia

Maybank uses its own corporate history to tell a wider Malaysian story, linking the development of the bank with the development of the country. It is an interesting example of a major Malaysian institution turning corporate heritage into national heritage. Maybank

7. Shopee — Juara Lokal

Shopee brings Merdeka into the SME and e-commerce economy with Juara Lokal, spotlighting 31 entrepreneurs building homegrown businesses across Malaysia. It gives the campaign a strong commercial dimension: celebrating Malaysia by putting local entrepreneurs and products centre stage. Shopee Malaysia

8. Farm Fresh — Orang Kita

Farm Fresh takes a lighter, more humorous approach. Orang Kita focuses on familiar Malaysian personalities and neighbourhood interactions, showing that patriotism does not always need to be serious or grand. Its strength is its relatability. Farm Fresh

9. Wonda Kopi Tarik — Tarik Malaysians Together

Wonda Kopi Tarik has brought, sport into its Merdeka story, celebrating four Malaysian women who were part of the country's SEA Games gold-medal success. It is a smart combination of national pride, sporting achievement and a recognisable Malaysian consumer brand. Wonda Coffee

10. Grab Malaysia — Merdeka with Chef Wan

Grab is taking Merdeka beyond advertising with a month-long commercial and cultural campaign developed with Chef Wan. The programme brings together local food brands, promotions, GrabMart offers and RM100,000 in flight credits, effectively turning Merdeka into a celebration of local food, tourism and Malaysian businesses. Grab Malaysia

The bigger story is an interesting look at change. What makes this year's campaigns interesting is how few rely purely on traditional patriotic imagery. Companies are increasingly using Merdeka to say something about their own role in Malaysia, whether that means connecting people, financing entrepreneurs, supporting local businesses, celebrating athletes, promoting food or exploring what Malaysian identity means in an age of AI.

That makes Merdeka increasingly valuable not only as a national celebration, but as a major platform for corporate storytelling and brand engagement. Things are changing in Malaysia and the corporate sector are setting an interesting example for the future.