Putra Heights fire: Why brands must remain mindful when offering help

Last Tuesday, Malaysians were shocked by a fiery explosion that took place in Putra Heights, Puchong on the second day of Hari Raya Aidilfitri. According to the Selangor government, 613 households were affected by the fire, and the damage caused to residential homes in the area is estimated to be RM65.4 million at the time of writing. Meanwhile, the Selangor police shared that a total of 219 homes were damaged from the explosion.   
 
As the event unfolded and rescue missions went underway, several brands stepped up to offer aid and assistance to victims affected by the fire.  

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Brands which rallied to help 

• RapidKL offered up six of its on-demand vans to assist heads of families returning home to collect their personal belongings. It also mobilised its vans to transport students affected by the fire to 19 schools around the Subang Jaya area.
• In another widely shared case, KitaRefill, a zero-waste store based in Damansara Kim invited the impacted Putra Heights residents to reach out for free cleaning products to assist in the recovery process.
• Household appliance company Panasonic Malaysia also allocated RM120,000 worth of Club Panasonic e-vouchers to 240 families to aid them in purchasing new home appliances. Dashcam company 70mai Malaysia is also offering free replacements for any dashcams which were damaged in the incident.
• KFC and Pizza Hut Malaysia also contributed 800 meals to relief centres, and its crew members sat down with the families displaced by the fires, the Rakyat Post reported.
• Meanwhile, corporates such as TM Unifi, Carsome, Chery, Proton, Daikin local banks Maybank, CIMB and RHB, as well as insurance firms including AIA and Etiqa, have offered relief assistance. According to checks by A+M, many other small businesses such as clinics, animal welfare groups, and autospas also extended assistance over social media.

A helping hand done right

Many of these brands have publicised their offer of assistance from the position of care, mindfully expressing their condolences and sympathies for the victims affected by the explosion. However, there are still many ways in which this can go wrong. While brands and influencers around the world often capitalise on trends and events for "moment marketing," these efforts need to be approached with caution, as they can backfire in the midst of conflicts or crises. 

Earlier this year, Meghan Markle and Prince Harry received backlash for their perceived “photo op” at an evacuation centre for the Los Angeles fire victims. Markle was also hit with further criticism for a social media video she posted about helping a 15-year-old girl that was perceived as self-promotional. Meanwhile, American actress Draya Michele was called out by netizens for being “tone deaf” by using the California wildfires as an opportunity to promote the Sereniby air purifiers. Many fans came to her defense, claiming that air purifiers were a necessity amid the disaster.  

In conversations with A+M, public relations experts in Malaysia have all concurred that any brand extending assistance to disaster victims need to have their intentions rooted in genuine care and sincerity. Christina How, director of Malaysia and Indonesia at VoxEureka said that in moments of crisis, brands need to think less about the narrative they are creating, and more about the actual impact of their actions. 
 
“Authenticity is not something you manufacture in a crisis - it is earned by showing up meaningfully and in ways that truly respond to the needs on the ground,” she told A+M.  

“It’s not about ‘generosity’ or ‘giving back’ as a headline. It’s about standing alongside people in hardship, as part of the community ecosystem. In these moments, restraint is critical - visually, verbally, and strategically,” added How.  

Team Lewis Malaysia’s managing director Ann Chong shared the same sentiments, adding that brands should avoid any aims to build a good narrative.  

Any brand providing aid to disaster-stricken areas or victims should consider ensuring basic needs are addressed first before expanding to include other equipment or donations in kind.

Meanwhile, Andy See, managing director and principal partner at Perspective Strategies said that the focus must be on helping the people, instead of promoting the brand.  “It’s about focusing on the people, their safety and recovery. If we choose to communicate publicly, it must be centred on encouraging others to help or guide affected individuals to the assistance they need,” See added.  

What not to do 

The three PR players have also shared what brands should avoid doing in these situations.  Perspective Strategies’ Andy See said that brands should steer clear of messaging that gives the impression that it is looking to gain exposure or enhance its image. 

We must never use a tragic situation to push products, services or build brand recognition. 

"People can easily sense when a brand’s intentions are not authentic. Done sincerely, meaningful acts of support can build lasting trust and demonstrate the values that truly define the brand and its purpose,” he added.  

Meanwhile, VoxEureka’s Christina How shared that brands should avoid framing their aid as a “campaign” or positioning it as a corporate story.  
 
“Over-branding relief efforts, or leaning too hard into publicity, risks feeling opportunistic at best, and in poor taste at worst. The intent must always be to help, not to be seen helping,” she said.  

Using the right channels 

Besides avoiding certain narratives and ensuring that communications are made through the lens of compassion, brands must also provide any aid and assistance through the right channels. While brands have the option of using social media platforms to publicise their offers of support, it is also wise to approach and collaborate with local government agencies or community groups.  

“Town councils and local authorities can help determine what is needed and to fairly aggregate any donations to the families that are most in need. Companies should not attempt to reach out to such victims directly and must respect their privacy,” said Team Lewis’ Ann Chong.  

“This means not making a show of their CSR efforts. These victims have been through enough and while they would appreciate the help, it is best to give them the space to recover,” added Chong.  

Separately, Andy See stressed that it is crucial to avoid grand cheque presentation ceremonies, branded backdrops or photo ops.  

Quiet, respectful giving often speaks louder and is far more meaningful to those impacted. 

“And often, working behind the scenes to help is the sort of integrity that earns trust far beyond any marketing campaign,” added See.  

Christina How explains that it is crucial for brands to recognise that affected communities are in survival mode, in their search for the right channels to reach victims.  

She told A+M “They are overwhelmed, physically displaced, and emotionally exhausted. Rather than relying on promotional channels, brands should work through local relief groups, community leaders, and on-the-ground networks to deliver aid directly.” 

“Simplicity and humility in delivery matter far more than amplification,” How added.  

Ultimately, the best narrative is no narrative at all. Let genuine actions speak louder than words. 

Photo courtesy of Bomba Selangor.

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