MBCS Malaysia launches go-kart activation for Safi Shayla Supa shampoo debut

MBCS, the full-fledged creative agency under Omnicom Media Malaysia, has created a new campaign for Malaysia’s No.1 Halal personal care brand Safi, turning a product launch into a full throttle experience.

Introducing the ‘Safi Shayla Supa Go Kart Race Challenge’, the campaign marked the launch of the new Safi Shayla Supa Micellar Thick & Volume Shampoo by putting it through a real-world stress test. Hijabi creators and media were challenged to a high octane go kart race designed to replicate the everyday realities hijabi women face, such as heat, sweat, friction, constant movement, and prolonged hair coverage, to prove the shampoo’s performance where it matters most.

Rather than a conventional beauty launch, the activation reframed hair care as a confidence issue rooted in lived experience.

Jennifer Wee, Creative Director of MBCS, said: “This campaign was built on a powerful insight, the often invisible struggle hijabi women face with hair compression and how it impacts their confidence. We did not want to just launch a product. We wanted to make a statement about empowerment. The go kart race became a metaphor for their daily realities, allowing us to create a never-before-seen activation that turns a PR invitation into an exhilarating challenge. Ultimately, it is about empowering active hijabi women to feel confident, no matter the pressure or pace of life, physically or emotionally.”

The campaign kicked off with a distinctive PR invitation. Selected hijabi creators and media received a bike helmet, the new Safi Shayla Supa Micellar Thick & Volume Shampoo, and a golden ticket. More than just an invite, it was a call to action. The helmet symbolised prolonged pressure and compression, while the shampoo was positioned as essential race day preparation, not merely a product sample.

Kazlina Mohd Kassim, SAFI Brand & Insights Specialist, said, “For hijabi women, hair confidence is measured by how hair feels under coverage throughout the day and how it looks when the hijab comes off. As a hijab hair care expert, Safi Shayla has a responsibility to champion our consumers’ needs and provide real solutions. This campaign allowed us to tap into the lifestyle interests of our audience while proving our promise in a meaningful way. It was a celebration of active lifestyles and women who are confident, comfortable, and empowered, from the moment they put on their hijab to the moment they take it off.”

The Safi Shayla Supa Micellar Thick & Volume Shampoo delivers a multi benefit formula featuring caffeine to energise roots for thicker and fuller looking hair, vitamin C serum to strengthen hair by boosting collagen production, and micellar technology to maintain airy, lightweight freshness, all finished with a 72-hour Parfum Bloom.

Anchored by the tagline “Leper Tiada Lagi, Kini Kepuk or Lebat Kembali”, loosely translated as “No flat hair, bring back the volume”, the campaign captures Safi Shayla’s promise of hair that bounces back with shape, volume, and confidence, even under pressure. The Safi Shayla Go-Kart Race Challenge took place at Pinnacle-Kart, Subang on 31st January.