Softlan the latest to jump on the LRT scent train

Fabric softener brand Softlan has taken over an LRT train on the Kelana Jaya line for the launch of its new Complete 5-in-1 floral fantasy scent.

While the move smells suspiciously like a marketing stunt, video teasers on Softlan's social media pages show a train wrap in bright pink, and an image of clothes hung in a long line across the whole length of the train in gradient colours. It also features the campaign's tagline "Pakaian kekal baru lebih lama" ('Clothes stay new for longer').

Don't miss: Deodorant brand HYGR takes over LRT lines with interactive redesign

Upon entering the train, passengers were also greeted with a loudspeaker announcement which said "Selamat datang ke Softlan complete LRT. Pakaian kekal baru lebih lama" ('Welcome aboard the Softlan complete LRT. Clothes stay new for longer.'). Periodic diffusers with the new floral fantasy scent were also installed throughout the carriages, granting commuters a brief respite from the various odours and smells present during peak hour travelling.

The initiative aims to take commuters on an immersive journey through "Softlan complete 5-in-1 LRT", through sight, sound, smell and touch. 

Meanwhile, the train's overhead grab handles featured the five benefits of using Softlan's complete 5-in-1 softener. It has also engaged social media influencers such as Lyssa Jean, Evelyn Tay, and Nur Elisya, to highlight the train and the softener. 

Furthermore, Softlan is also setting up pop-up booths in collaboration with Lazada at four high-traffic LRT stations across the Kelana Jaya LRT line, namely KL Sentral, Masjid Jamek, Pasar Seni and Bangsar between March to May, inviting commuters to play games to redeem prizes, as well as to touch, smell and experience the effects of the new floral fantasy scented softener.

A+M has reached out to Softlan for a statement.

This is not the first time an LRT train in Malaysia has been taken over by a brand for a campaign. At the end of last year, local deodorant brand HYGR launched an initiative to promote its deodorants on the trains, after the brand got tagged by netizens on social media complaining about the scent of smelly armpits in the train.

The HYGR campaign featured a train wrap in a black-and-white comic strip style which was designed in-house over a one-month period. In addition to the train wrap, the campaign features posters and designs on the overhead grab handles with a QR code that will lead to an Instagram filter mini-game.

Deodorant brand Rexona also got on board the scent train in October last year, to promote its new premium perfume collection, the Rexona vitamin+ bright peach flow, and the vitamin+ bright berry glow. Besides an eye-catching exterior, the campaign launched in collaboration with Watsons Malaysia also featured aroma diffusers on the Kelana Jaya LRT line trains. 

But when it comes to scents, Wonda went all out back in February 2024 for its immersive "five senses" coffee-themed LRT train to promote its new coffee can designs, fitting automatic fragrance diffusers to fill coaches with the aroma of freshly brewed coffee.

It also made sure to play its iconic coffee jingle when the train arrived at a stop. Wonda also included QR codes on the overhead grab handles, which allowed passengers to redeem a free can of coffee at special Wonda vending machines at five stops. 

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