THE SHOUT GROUP AND TROPICANA TWISTER REVIVE ‘MULTIPLY THE GOODNESS’ TO BUILD HOMES AND HOPE THIS RAMADAN

Returning for a second year, Tropicana Twister and The Shout Group’s ‘Multiply the Goodness’ campaign expands its purpose-led mission this Ramadan and Raya. Partnering with Epic Homes’ Project 100, the initiative turns everyday acts of kindness into lasting impact by supporting safe homes and essential infrastructure for underprivileged Malaysian families.

As Ramadan approaches and preparations for Raya gather pace across Malaysia, a familiar festive initiative is returning with renewed ambition. The Shout Group and Tropicana Twister have revived their award-winning ‘Multiply the Goodness’ campaign for a second consecutive year, promising a broader and more enduring impact that stretches well beyond the celebrations.

First launched last year, the campaign set out to transform small, everyday acts of kindness into meaningful social change. Its premise was simple but powerful: when multiplied across communities, even modest gestures can create a ripple effect capable of shifting lives. The response from Malaysians exceeded expectations, earning industry recognition at the APPIES, the Marketing Excellence Awards and a shortlist for Best of Show at the Dragons of Asia.

Now, the platform returns with a sharpened focus and a tangible outcome at its heart. For 2026, ‘Multiply the Goodness’ is centred on a collaboration with Epic Homes through its Project 100 initiative, supporting the construction of safe homes for underprivileged families, including Orang Asli communities across Malaysia. By linking festive goodwill directly to long-term infrastructure, the campaign aims to convert seasonal generosity into foundations that families can rely on for years to come.

Rather than positioning the initiative as a one-off Ramadan activation, The Shout Group conceived ‘Multiply the Goodness’ as a long-term platform designed to evolve annually. Where the inaugural edition established the principle of collective goodness, this year’s campaign builds on that momentum by compounding it into something physically enduring: bricks, mortar, piping and safe spaces for children to grow.

“At the core of ‘Multiply the Goodness’ is the belief that small actions, when multiplied, can create lasting change,” said Syahriza Badron, Managing Director of The Shout Group. “After seeing how strongly people responded last year, the challenge was to take the platform further, moving from moments of giving to outcomes that communities can rely on for years to come.”

The partnership with Epic Homes is intended to do precisely that. Project 100 not only supports the building of secure shelter but also integrates essential living components, including access to clean and reliable water through basic piping systems. In doing so, the campaign addresses both immediate housing needs and the everyday infrastructure that underpins dignity and wellbeing.

For Tropicana Twister, the initiative also aligns with PepsiCo’s broader sustainability and social impact framework, pep+, which seeks to drive positive action for people and the planet. Jennifer Lee, Head of Marketing at PepsiCo Malaysia, said this year’s campaign reflects a deeper commitment to lasting impact.

“This year’s campaign builds on the momentum of ‘Multiply the Goodness’ by deepening our focus on meaningful, lasting impact,” Lee said. “Guided by pep+, our strategic framework to drive positive action for people and the planet, we are partnering with Epic Homes to support initiatives that go beyond immediate relief — helping families gain stability, dignity and a place they can truly call home.”

The creative execution maintains the accessible, people-powered approach that resonated so strongly last year. A series of digital films will air throughout the Ramadan and Raya period, capturing stories of kindness and underscoring the idea that goodness grows when shared. At the centre of the activation once again is a digital chatbot, designed to encourage public participation.

Through the chatbot, Malaysians are invited to journal their good deeds — simple acts of care, generosity or consideration carried out in daily life. Each logged action contributes symbolically to the broader mission, reinforcing the narrative that collective effort can yield outcomes far greater than any individual contribution.

This digital layer transforms passive viewers into active participants. By lowering the barrier to entry, the campaign ensures that engagement does not hinge on financial capacity alone. Instead, it recognises kindness in all its forms, whether expressed through time, attention or tangible assistance. In doing so, it reframes festive giving as something inclusive and ongoing rather than transactional and fleeting.

Crucially, the impact extends beyond symbolism. The aggregated support generated through the campaign contributes directly to Epic Homes’ building efforts, translating goodwill into structures that provide protection from the elements, privacy for families and safer environments for children. Access to clean water and basic facilities further enhances health outcomes and daily quality of life.

The emphasis on infrastructure marks a subtle but significant evolution in festive marketing. While many seasonal campaigns focus on short-term donations or celebratory messaging, ‘Multiply the Goodness’ seeks to embed purpose into the mechanics of the idea itself. It positions Ramadan and Raya not merely as moments of reflection and generosity, but as catalysts for sustainable community development.

In returning for a second year with a larger ambition, Tropicana Twister and The Shout Group demonstrate how brand-led initiatives can mature into enduring platforms for change. The campaign’s previous accolades signal industry approval, but its real measure of success will be found in the homes built, the water flowing through newly installed pipes and the families able to sleep more securely at night.

As Malaysians gather to break fast and prepare for the festivities of Raya, ‘Multiply the Goodness’ offers a reminder that the spirit of the season need not fade when the decorations come down. With each small act recorded and every collective effort compounded, the campaign aims to leave behind something far more permanent than a festive memory: a foundation for hope, stability and a better everyday life.