In the vibrant, ever-evolving landscape of digital marketing, where giants dominate and budgets often determine creativity, boutique agencies rarely get their time in the spotlight. But every so often, a campaign emerges that challenges this narrative—a campaign that showcases how smaller agencies, fuelled by local insight and creative boldness, can punch well above their weight.

Enter Sashimi Asia, a Malaysian digital marketing agency that has captured hearts and reshaped marketing norms with their recent ground-breaking project: Cinta Kara, Cinta 110%.

Commissioned by Kara, Malaysia’s leading coconut specialist, this campaign doesn’t just sell a product; it celebrates love, family, and the rich culinary traditions of Malaysia.

With millions of views across Instagram, TikTok and YouTube, and fans clamouring for the song’s nomination at the prestigious Anugerah Juara Lagu, it’s clear that Sashimi Asia has achieved something extraordinary.

A Love Song That Stirs the Nation

At the heart of this campaign is a love song and music video starring Malaysia’s beloved celebrity power couple, Ernie Zakri and Syamel. The video tells a story that resonates deeply with Malaysians: love expressed through food, the bonding power of family meals, and the magic of simple yet heartfelt moments.

Link to music video: https://www.youtube.com/watch?v=5u7tcDfieLo

In the music video, Ernie shares intimate moments with her husband as they prepare meals together using Kara’s unique 110ml coconut cream—a staple in Malaysian kitchens known for enriching dishes. The video takes an even more touching turn as Ernie is seen savoring these meals with her husband while cherishing tender moments with their newborn baby. It’s a visual ode to family love, sincerity, and the richness that Kara adds to every dish, encapsulating the campaign’s theme: 110% sincerity, 110% love.

From Music to a Culinary Movement

But the brilliance of this campaign didn’t stop at a viral music video, which garnered millions of views and ignited calls for its nomination at Anugerah Juara Lagu. Sashimi Asia took the momentum further, tying the narrative into a culinary trend that sent Malaysians into a frenzy.

In a clever teaser embedded within the video, Ernie is shown referring to a cooking show hosted by the legendary Chef Ismail, known for his expertise in authentic Malay cuisine.

Within weeks, Sashimi Asia launched the very show hinted at in the music video, bringing the campaign full circle. Shot at their state-of-the-art 4TwentyStudio, the cooking show featured Chef Ismail demonstrating a new recipe: Cinta Kara Nasi Hijau Ayam Berempah, a dish infused with Kara coconut cream.

Link to cooking show: https://www.instagram.com/reel/DAqORsGKoM4/

The cooking show quickly became a hit on Instagram and YouTube. The recipe itself trended across social media, becoming a symbol of how Kara and Sashimi Asia were not just selling a product but building a cultural connection.

Boutique Agency, Big Vision

What makes this campaign extraordinary is the seamless fusion of storytelling, cultural insight, and content execution. Sashimi Asia’s boutique size proved to be their strength, allowing them to stay agile and authentic while leveraging their deep understanding of local consumers.

Their ability to build brands through entertainment content is unmatched. By collaborating with the Ernie Zakri-Syamel power couple and Chef Ismail—icons who resonate deeply with Malaysian audiences—Sashimi Asia didn’t just create a marketing campaign; they created a cultural phenomenon.

Having their own in-house 4TwentyStudio, equipped with multiple sets and cutting-edge production facilities, gave them an edge in executing this ambitious vision. With full creative control and the ability to pivot quickly, Sashimi Asia delivered a campaign that feels polished, yet deeply personal.

The Voices Behind the Success

For Jessi Choong, Senior Marketing Manager at Kara Marketing (M) Sdn Bhd, the campaign is a perfect reflection of the brand’s values. “At Kara, we believe in creating products that bring families closer and foster meaningful connections. ‘Cinta Kara, Cinta 110%’ reflects this spirit of love and sincerity, as we strive to give 110% in everything we do, from our products to the experiences we create for our consumers.”

General Manager at Sashimi Asia, Hilmi Ramlan, echoed this sentiment while emphasizing the agency’s strengths. “At Sashimi Asia, we take pride in our ability to combine local insights with global trends, crafting campaigns that resonate authentically with our audience,” he shared.

Farah Hayati and Shamizan Eziana, account managers at Sashimi Asia, added, “This campaign’s success is a testament to the power of content and creators in today’s digital marketing landscape, where storytelling and authenticity reign supreme.”

A Blueprint for the Future

Cinta Kara, Cinta 110% is more than a campaign; it’s a case study in how boutique agencies like Sashimi Asia are reshaping the marketing industry. With their ability to marry cultural relevance with cutting-edge execution, they’ve proven that small agencies can not only compete with the giants—they can outperform them.

As the lines between advertising and entertainment blur, Sashimi Asia is leading the charge, showing the world that the most powerful campaigns don’t just sell—they inspire, connect, and leave a lasting legacy.

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