KUALA LUMPUR: Pepsi Malaysia has strengthened its Harvest Festival celebrations by launching PEPSI FM, a first-ever unified radio broadcast connecting communities across Sabah, Sarawak and Peninsular Malaysia through music, storytelling and cultural experiences.
The initiative, themed “Dari Frekuensi ke Hati, Happy Gawai Kaamatan,” brought together ERA Sabah, ERA Sarawak, Cats FM and Kupi-Kupi FM in a one-day collaborative broadcast. The programme featured multilingual segments, cultural storytelling, local music and community conversations that highlighted the diversity and heritage of East Malaysia.
Listeners were treated to traditional-inspired Kaamatan and Gawai songs, heartfelt dedications and discussions on cultural traditions, including the significance of harvest attire, Unduk Ngadau and Kumang Gawai.
The broadcast also featured cultural artiste Alena Murang alongside Pepsi anthem performers Mary Grace, Rezza Shah, Ramless Walter and Dabra Sia, who shared insights into preserving heritage and producing the festive anthem.
Vice president of Marketing at Etika Sdn Bhd, Amy Gan, said the campaign has evolved beyond a festive celebration into a platform that showcases the identity and stories of Sabah and Sarawak.
“At Pepsi, we are proud to celebrate the richness of East Malaysia’s cultural heritage. The Pepsi Harvest celebrations have become more than just a festive campaign — they are a platform to celebrate identity, connection and the stories that make Sabah and Sarawak so unique,” she said.
Amy added that PEPSI FM was created to allow more Malaysians to experience the spirit of Kaamatan and Gawai through a contemporary and accessible medium.
Meanwhile, Astro Audio director Priya Dharshini described the collaboration as a significant milestone between the four radio stations.
“Beyond bringing together four radio stations on one special platform, this initiative also creates an opportunity to strengthen the bond between the announcers and listeners, especially the communities in Borneo,” she said.
Complementing the campaign, Pepsi launched the three-episode mini-drama “Dua Budaya, Satu Nadi” and introduced limited-edition Harvest Festival cans designed by East Malaysian artists. The celebration also includes community activations across Sabah, Sarawak and Peninsular Malaysia, reinforcing Pepsi’s commitment to celebrating Bornean culture, heritage and unity.
