Naga DDB Tribal flexed their muscles in a very big way this week: the agency just bagged Agency of the Year 2025 at the Kancil Awards, proving once again that longevity + cultural relevance = still winning in this chaotic ad world.
And they didn’t win by accident. They swept awards across a whole buffet of Malaysian brands: Ayam Brand, Astro, CelcomDigi, KFC. They dominated the biggest provinces of makan, entertainment, telco and fried chicken. If you’ve laughed, cried, or had your heart squeezed by a Malaysian ad this year… chances are, it might’ve been them.
🥇 The Big Win: Ayam Brand’s “Makan Lain Macam”
One of the only five Gold Kancils awarded this year went to Ayam Brand’s “Makan Lain Macam” campaign which was a bold, emotional, very Malaysian idea that hit everyone right in the nostalgia and food feels.
It wasn’t just clever. It was culturally true. And people felt it.
🗣️ What the Head Honchos Said
Kristian Lee, Group Executive Director of The Foetus Group & Naga DDB Tribal, basically said:
“Being named Agency of the Year is both a privilege and a responsibility. These wins reflect the
collective belief, talent, and effort of teams who care deeply about the work — and clients who
trust in the power of ideas that speak to Malaysians in meaningful ways.”
Alvin Teoh, Chief Creative Officer, added:
“Great work never comes from a single moment. It comes from teams who push, question,
argue and care — and from clients who believe in the power of storytelling. To see our work
recognised at this level is humbling.”
Honestly? Mood.
🎨 Why Naga Keeps Winning
Everything the agency produced this year had one thing in common: stories rooted in real Malaysian behaviour, humour, culture and chaos.
- Ayam Brand: emotional, food-first storytelling powered by real Malaysian makan habits.
- Astro & KFC: funny, relatable, very “I’ve seen my uncle do this” vibes.
- CelcomDigi: creativity meets tech, thanks to a collab with Replyr.ai that made personalised, AI-powered experiences actually feel human.
Basically: culture + insight + innovation = certified banger.
🚀 A Big Year, and 2026 Is Looking Loud
This award is the cherry on top of a packed year:
- New wins like Proton and U Mobile
- Retaining major clients like Astro and Prudential
- And now… Agency of the Year 2025
It’s giving momentum. It’s giving main-character energy. It’s giving “we’re not slowing down for anyone.”
As 2026 approaches, Naga DDB Tribal says they’re aiming to push Malaysian creativity even further — more relevance, more imagination, more culture, more stories that actually sound like us.