Client: Knorr (Unilever) | Category: FMCG, Food, Seasonings, Stocks & Cubes | Scope: Integrated TVC Campaign, TV Commercial Production, Digital Videos, Social Content, Key Visuals, POSM, Retail Promotional Materials | Market: Malaysia | Campaign Platform: Pasti Ngam | Air Date: January 2025 | Formats: 30s, 15s, 6s | Language: Bahasa Malaysia | Agency: Laugh Contagious Communications, Kuala Lumpur
Celebrity TVCs borrow attention from a famous face. Brand-platform TVCs have to earn it — carried entirely by an idea, a tagline, and the strength of the storytelling. It's arguably the harder discipline, and "Pasti Ngam" is a sharp example of doing it well. The phrase itself does the heavy lifting: Pasti is Bahasa Malaysia for "definitely," Ngam is Malaysian-Cantonese for "just right" — a deliberate piece of rojak-speak that mixes two languages in two words, exactly the way real multicultural Malaysians talk every day. It's a tagline that could only come from an agency genuinely fluent in how the country actually speaks.
Knorr "Pasti Ngam" — the brand-platform TVC, carried by an idea and a tagline rather than a celebrity face.
For Knorr Malaysia's "Pasti Ngam" campaign, we built an integrated TVC platform celebrating the everyday satisfaction of quick, flavourful cooking — positioning Knorr as the trusted kitchen essential that makes consistently delicious meals effortless, whether for daily cooking, quick comfort meals, or busy modern lifestyles. The creative direction combines relatable lifestyle moments, expressive food styling, and energetic storytelling to make everyday cooking feel genuinely enjoyable. Developed across TVCs, digital videos, social content, key visuals, POSM, and retail promotional materials, the campaign creates a cohesive brand world across online and offline touchpoints — reinforcing Knorr's long-standing association with flavour confidence and familiar Malaysian taste.
Capabilities applied to this project: Knorr Pasti Ngam campaign, brand platform TVC, FMCG brand platform development, Knorr TVC Malaysia, food category TVC campaign, Bahasa Malaysia TVC production, TV commercial production Kuala Lumpur, TVC production house Malaysia, FMCG TVC production, tagline-led campaign design, multicultural Malaysian campaign, local-language TVC Malaysia.
Got a brand platform to build — an idea and tagline designed to last beyond a single campaign? That's a brief we love →
