Vitamode® Wins Silver at the Marketing Excellence Awards Malaysia 2025 🏆

We are proud to share that Vitamode® has been awarded the Silver Prize in the Excellence in Marketing to a Specific Audience category at the Marketing Excellence Awards Malaysia 2025.

This recognition celebrates our Conquer Fragility. Reclaim Mobility campaign — a purpose-led initiative designed to empower Malaysians to age with strength, dignity, and confidence.

Organised by Marketing-Interactive, the Marketing Excellence Awards Malaysia is one of the country’s most respected marketing award platforms. It recognises outstanding campaigns that demonstrate strategic insight, creative execution, and measurable impact, evaluated by an independent panel of senior industry leaders.

The Excellence in Marketing to a Specific Audience category honours campaigns that go beyond mass communication — rewarding brands that deeply understand their audience’s cultural context, behaviours, and unmet needs, and translate these insights into meaningful, effective marketing strategies.

The Winning Campaign:

Conquer Fragility. Reclaim Mobility

Malaysia’s mobility health segment is highly competitive. It is dominated by long-established brands and tightly regulated by strict healthcare advertising guidelines. As a relatively young health supplement brand, Vitamode® faced the dual challenge of building credibility while communicating within KKLIU regulatory limitations that restrict claims, testimonials, and emotional exaggeration.

Our insight was simple yet powerful: Many Malaysians, especially those aged 50 and above, silently accept joint pain, muscle weakness, and stiffness as a “normal” part of ageing. They often only recognise conditions like osteoporosis or sarcopenia when mobility is already compromised. For them, mobility is not about sport or performance, but about performing daily prayers comfortably, climbing stairs, standing during festive gatherings, and maintaining independence.

This campaign reframed mobility care from treating decline to reclaiming strength.

A Culturally Relevant, Audience-First Approach

Launched during Ramadan, the campaign marked Vitamode’s first major entry into the Malay market, built on deep cultural and behavioural understanding.

Key highlights included:

• Category-first religious media alignment: TV spot — a moment of high trust, reflection, and emotional receptivity.

• Unified mobility ecosystem storytelling: For the first time, Vitamode®’s mobility range — including HMB Powder, HA-Flex Pro, Calcivit D3 + K2, Tumecap, and Mecobin — was presented as a holistic mobility health solution, rather than individual products.

• Precision omnichannel execution: From GP clinics, pharmacies, roadshows, and print materials to digital platforms such as Meta, YouTube, Gmail, and Google Discover, the campaign met both older adults and the sandwich generation where they already seek information.

• Education over hard selling: Instead of claims, the campaign asked meaningful questions. It sparked curiosity and conversation through healthcare professionals and educational content, positioning Vitamode® as a trusted educator, not just a supplement brand.

  
  

This campaign reinforced long-term behaviour change — encouraging consistent supplementation and proactive mobility care.

What This Award Means to Us

Winning Silver at the Marketing Excellence Awards Malaysia 2025 is especially meaningful for Vitamode®.

As a fairly "young" health supplement brand, we stand in a category dominated by legacy giants that have been around for decades. To be recognised alongside these established players affirms that insight, cultural relevance, and purpose-led strategy can compete with scale.

This achievement is also a testament to our internal team. Among the award recipients, Vitamode® was one of the few brands to win without the support of an external agency — with the campaign driven fully in-house, from strategy to execution.

Above all, this award reinforces our belief that meaningful health marketing doesn’t need to shout. By leading with education, empathy, and respect, we continue our commitment to helping Malaysians age with strength, dignity, and confidence — because at Vitamode®, we are with you, for life.