From ballots to brands: Are politicians the next big marketing play in Malaysia?

PrimaValet, Syed Saddiq, and Bella Astillah. These were the top three names making the Malaysian headlines at the start of 2025. The media attention on the two public figures began, after local fashion brand PrimaValet announced them as new models for its baju Raya (Raya outfit) collection.

The move drew some backlash from fellow politicians, leading to Syed sharing on his social media that his involvement with PrimaValet was to raise money for his constituents in Muar. He claimed in the video, that he raised RM1 million through his modelling gig with the fashion label.

However, this didn't stop the politician from boosting the likes and engagement for PrimaValet, together with singer and local personality Bella Astillah. Every video and photo posted of the pair on social media garnered a large number of views, comments and shares— proving that PrimaValet’s decision to place the two together as a modelling couple reaps traction.

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One of the recent videos featuring Syed and Bella on PrimaValet’s Instagram page raked in 20K likes within two days. Last month, a Q&A video posted on Syed Saddiq’s Instagram account tagging both Bella and PrimaValet as collaborators, garnered 84K likes, 3.6K comments and over 5K shares to date. Earlier in February, a behind the scenes footage of the pair promoting the brand's Raya collection at a picnic site garnered 41.6K likes. 

Besides that, PrimaValet also posted a reel of Bella visiting Syed in parliament with her son, alongside another video of her showing him support in court - which subsequently became the talk of the town and led to rumours of a romance brewing between the pair. Their popularity together has also led Malaysian netizens to coin the acronym "BASS" (Bella Astillah x Syed Saddiq) for them.

However, none of the parties involved have confirmed if the ramping up of social media content featuring Syed and Bella together is a planned marketing tactic. Both Syed and Bella have also neither confirmed nor denied their perceived relationship publicly. 

What was clear however, was PrimaValet's growth in awareness. According to Zanroo Analytic Suite, PrimaValet raked in about 34M in engagements from its viral "love story" campaign between Syed and Bella. 

Public perception of the pair 

According to media intelligence CARMA, a majority of the conversations surrounding the PrimaValet are in relation to the perceived relationship between Syed Saddiq and fellow model, Bella Astillah.

Some social media users are happy to see Syed and Bella as a couple, while others suggest that the relationship is a publicity stunt. Some netizens are also concerned about the public’s obsession with the couple. 

However, CARMA found that recent social media conversations about Syed Saddiq specifically, have been 8.9% positive and 24.1% negative, as the politician attended his appeal hearing for the criminal breach of trust (CBT) court case mid-March.  While the positive mentions were still about his perceived romantic relationship with Bella, mentions that have negative connotations have been related to Syed Saddiq’s legal case and trial, as well as his interactions with other political figures. 

Syed Saddiq’s word cloud included several mentions of Bella Astillah, but also words such as “mahkamah” (court), “politik” (politics), and “rayuan” (appeal) in relation to his CBT case.  

A+M has reached out to Syed Saddiq for comment.  

A passing fad, or the beginning of a new norm?

In Malaysia, Syed Saddiq continues to be a popular politician-influencer choice for brands looking to boost their visibility, including PolarPlunge and Dang Malaysia.

Other former politicians such as Khairy Jamaluddin and Shahril Hamdan have also had similar trajectories. Despite no longer being active in politics, the Keluar Sekejap Lagi podcast hosts were first known as politicians before becoming podcast hosts and brand ambassadors. Khairy, who is a former health minister for Malaysia, has most recently been seen on ads for local mattress brand Joey, carbonated drink brand Vida, as well as wealth management app Versa.

If anything, there seems to be a future in the influencer space for ex-politicians who are popular with Malaysians. 

Ashvin Anamalai, chief executive officer of DNA Creative Communications told A+M that at its core, the trend of using politicians as brand ambassadors akin to what PrimaValet has done, reflects how Malaysians engage with public figures.

“Unlike in other countries where this might seem odd or unethical, Malaysians are generally more open to it, especially if the politician feels authentic and aligns with the brand’s values,” explained Anamalai. He added:

It’s all about trust— if the endorsement feels genuine, people embrace it. But if it seems forced or opportunistic, it can backfire.  

Anamalai further added that Malaysians have a unique way of blending politics with pop culture. “Which is why seeing politicians in brand endorsements feels natural here,” he said.  

Meanwhile, Yan Lim, chief executive officer of iOli Communications also had similar views. She told A+M that in Malaysia, there is a strong emphasis on community-driven endorsements. “When a well-known public figure, whether from politics or entertainment, endorses a product, it tends to be well-received,” she explained.  

“Malaysian politicians are often viewed beyond their political roles - some are seen as social figures and, in some cases, role models,” said Lim. Speaking on the use of politicians as brand ambassadors, Lim shared with A+M that there might be a future for such a strategy.

“We can expect more Malay businesses to explore collaborations with politicians, especially those with strong social media influence. Having a politician endorse a brand, whether through formal ambassadors or casual affiliations, can help businesses strengthen their credibility and widen their reach,” she said.  

Nevertheless, Lim added that brands will need to be calculative in ensuring that these partnerships do not alienate potential customers, as businesses need to approach the trend carefully by being selective of which politicians they choose to work with.  

The use of politicians as brand ambassadors can be a double-edged sword. On one hand, politicians often have a strong and loyal following which can help brands tap into a highly engaged audience.

“However, it can also be a tricky strategy because politicians are often tied to certain ideologies and public perceptions, whether they are negative or positive. Their endorsement can alienate certain consumer groups and any controversy surrounding the politician can quickly become a crisis for the brand.” added Lim. 

Join us this coming 21 May for #Content360, an extravaganza centered around three core thematic pillars: Challenging the norm; Conquering Media Fragmentation; and Unlocking Imagination. Immerse yourself in learning to curate content with creativity, critical thinking, and confidence with us at Content360!   

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