MBCS & MILO Malaysia fuel good deeds through Ramadan volunteer campaign

MBCS Malaysia has partnered with MILO Malaysia to reinforce the importance of a nutritious sahur as the foundation for sustained energy and meaningful intentions during Ramadan.

The campaign, titled ‘Tenaga Untuk Mencipta Kebaikan’ (‘Energy to Do Good’), champions acts of kindness throughout Ramadan/Raya, fuelled by the nutritious goodness of MILO®. Spearheaded by Sahabat MILO® (Friends of MILO) Nadhir Nasar and Erysha Emyra, the campaign communicates the importance of sahur (breakfast), with MILO® providing the energy for unsung heroes of volunteer organisations to go the extra mile as they provide service to the community.

Zulfatah Arif, Creative Group Head of MBCS, said: “Doing good does not require heroic sacrifice. The campaign shines a light on those who work tirelessly behind the scenes to prepare sahur for their communities, recognising that they, more than anyone, need energy to keep serving. We wanted to showcase real, relatable goodness during Ramadan, and how MILO® provides you with the energy to spread goodness throughout the festive period. It’s a showcase not just of big heroic acts, but of the meaningful everyday deeds of unsung heroes who are doing good work every day.”

Backing causes close to their heart, the campaign sees Nadhir and Erysha volunteer at Pertiwi Soup Kitchen and Rumah Kasih Harmoni (Orphanage) respectively. The social campaign followed them in the early morning as they helped the NGO volunteers prepare and distribute sahur for underprivileged communities, underscoring the foundation of energy during Ramadan.

Su Yen Ng, Business Executive Officer of MILO® Malaysia, added: “During the sacred month of Ramadan, energy goes beyond physical strength; it is the emotional and moral endurance that inspires us to continue practising small, intentional acts of kindness. It was a touching opportunity to align with the passions of our Sahabat MILO® to shine a spotlight on unsung heroes who do good every day. By joining them on the ground, we saw how a nutritious sahur helps them stay energised as they carry out these meaningful deeds with patience and kindness. We are proud to support them as they champion these values through the brand, embodying our mission to fuel the resilience needed to do good.”

The initiative is documented through a film and vlogs by Nadhir and Erysha, with teasers capturing real, relatable moments, contributions, and reflections.

Through ‘Tenaga Untuk Mencipta Kebaikan’, MILO® positions itself as a nourishing companion throughout Ramadan, supporting both physical energy and the spirit of giving within Malaysian communities.