Applecrumby teams up with Kingdom Digital to Launch “Kisah Kasih Ibu” campaign
Applecrumby, a premium diaper brand, has partnered with Kingdom Digital to launch “Kisah Kasih Ibu,” an integrated campaign celebrating the universal love and sacrifice of motherhood. The campaign, which includes an emotive film airing in GSC cinemas, redefines how brands connect with parents on a deeply personal level.
Applecrumby entrusted Kingdom Digital with a mission: to successfully relaunch its affordable PureBasics diaper range to parents in the B40 and above segment. With a new price drop and refreshed packaging for 2025, the challenge was to stand out from the competition. Our strategy was to move beyond product features and price points and instead, tap into the authentic narrative of motherhood. We believe that while every mother’s journey is unique, a mother’s love is universal—a powerful truth that became the foundation for this emotionally- driven campaign.
The “Kisah Kasih Ibu” campaign features the voices of three real moms, inviting viewers to reflect on the unspoken sacrifices and heartfelt moments that define their world. A compelling 30-second film, carefully selected from these stories, is now airing in GSC cinemas from 3 July –30 September 2025, spotlighting the PureBasics range as a trusted companion in a mother’s everyday life.
The campaign extended beyond the screen with a series of on-ground and digital activations designed for deeper engagement. At the TCE Baby Expo, we brought emotions to life by having a poet transform parents’ heartfelt stories into personalized poems, turning an intangible feeling into a tangible keepsake. Recognizing that fathers are often left out of the parenting conversation, we strategically involved them through a street interview, asking them to share their thoughts on trading a diaper for their wife’s good night’s sleep. These activations, along with event recap videos, testimonials, and social content, created a holistic and meaningful brand experience.
Applecrumby chose Kingdom Digital for its strategic and deeply collaborative approach. The brand was impressed by the agency’s ability to not just understand but effectively amplify their unique market position. Kingdom Digital’s pitch stood out for its tailored, non-generic strategy and its commitment to integrating Applecrumby’s insights and feedback, resulting in a campaign that was both impactful and highly usable.
This project is a testament to Kingdom Digital’s in-house expertise. The entire campaign, including the cinema-quality film, was produced by our creative and video production teams, demonstrating our strength in emotive storytelling and creative execution. From the initial scripting to the final post-production, every step was guided by a singular mission: to tell a story that resonates with people and drives the brand forward.
“This campaign is proof that heartfelt stories create lasting impressions and turn passive audiences into passionate advocates,” said Jeremy Foo, Brand Director of Applecrumby. “We will continue to release new products for a wider range of customers, giving more people access to our brand promise of organic-based, safe, and natural products.”
Applecrumby aims to continue maintaining its position as Malaysia’s No. 1 premium diaper brand.