SUBANG JAYA - Mydin Mohamed Holdings Berhad (Mydin) has launched a unique election-style campaign where 55 brands compete through promotions, aiming to boost sales by up to 20 per cent while empowering consumers to make smarter choices.
The company has introduced the Mydin Election Campaign 2025, a creative initiative styled after a political election but focused on brand competition. Running from July 24 to Oct 6 across all Mydin outlets nationwide, the campaign involves 55 popular brands competing to offer the best promotions.
Its managing director Datuk Dr Ameer Ali Mydin said the campaign is expected to deliver sales increase of 15 to 20 per cent by encouraging brands to outdo one another with discounts and rewards.
“When one brand gives a 20 per cent discount, its competitor might give 30 per cent. Some may even offer buy one get one free and others may go further with buy one get two.
“This is healthy competition which ultimately benefits customers,” he said.
Customers can vote for their favourite brands online via the Mydin Rewards app from Sept 1 to 16, with each purchase from participating brands counting as a physical vote. The results will be announced on Sept 18, with winning brands earning the title "YB" (Yang Berharga).
Products in the campaign include items such as chocolate drinks and five-kilogramme rice bags sold at RM10, with rewards estimated at RM6.8 million for customers.
Ameer stressed that the campaign is about brand democracy, not politics.
“Our goal is not only to boost sales, but also to give consumers the opportunity to make smart choices because this is brand democracy, not politics.
“Normally, promotions happen in a routine way, but this time brands are racing against each other. If one offers a discount, another will do the same. This is what makes the campaign extraordinary.
“We want the people to be smart consumers. They must check prices, compare offers and ensure they are not deceived. They need to use their voting power, but in this case, they must buy wisely,” he added.
The concept, which Mydin developed internally, was designed to capture the spirit of elections in a fun and beneficial way. With support from suppliers and brands, the campaign is positioned as a healthy challenge amid economic uncertainty.
“Costs are rising and this is the best time for brands to show their social responsibility. When they compete, the people win,” Ameer said.
He added that Mydin hopes the campaign sets a new standard in retail marketing strategies while reinforcing Mydin’s role as a platform that unites brands and consumers.