MILO and MBCS launch TikTok series to spark courage and creativity among Gen Z
MBCS, the media-fuelled creative content practice within the IPG Mediabrands network, has partnered with MILO to launch “Energy to Dare to Create”, a new campaign to inspire young Malaysians to dare to create.
The campaign developed for its MILO Mixes range, aims to expand MILO’s energy brand equity beyond physical nourishment into mental strength. Drawing upon insights from the Gen-Z demographic, the campaign focuses upon empowering young adults to pursue their goals, chase their dreams, and push their boundaries to reach their dreams.
Rudy La Faber, Creative Director at MBCS, said: “Young adults sometimes feel there are too many barriers in today’s world, that make their dreams seem unattainable. Leaning into this insight, we looked to bridge the physical energy that MILO is known for, with the mental energy that’s required to actualise your dreams. With our friends of MILO, we’re excited to have launched this new TikTok rom-com drama to bring this promise to life.”
The exclusive-to-TikTok series titled Rally Hati Esya mixes romance, comedy, and pickleball in a story of heartbreak, healing, and self-discovery. Directed by Nadhir Nasar, and starring Erysha Emyra — both proud MILO brand friends — the series captures the essence of its message: pushing limits and finding the strength to pursue an individual’s highest aspirations with MILO.
The 20-episode series blends a love triangle with plenty of twists and turns that spark conversation and engagement, all while inspiring the courage and creativity that today’s youth are seeking.
Ng Su Yen, Business Executive Officer of MILO Malaysia, said: “We’re proud to empower young Malaysians to push beyond their boundaries, because possibilities are endless. Whether it’s stepping into a new role, discovering a passion, or chasing after their wildest, rawest dreams, we want them to know that MILO is right there with them. Giving them the strength and energy to keep going.”
La Faber added: “Rally Hati Esya is redefining long-form storytelling. MILO has always been synonymous with energy, and this series shows how that same energy goes beyond physical performance to fuel the life that your heart truly dreams of. With Malaysia’s craze of pickleball as the backdrop, we get to see Nadhir debut his dream role as director, and Erysha embrace a bold new side of her craft. Both embodying the “dare to create” storyline firsthand. The heart of the story is really that stepping out of your comfort zone is OK, and that courage and creativity do go hand-in-hand.”
By stepping into the world of entertainment, MILO reinforces its role not just as a nourishing drink, but as a cultural icon that motivates Malaysians to own their journey.