Prosperity ritual: (From left) Ipsos Malaysia director Evelyn Tan, Mun, Tan, Jai Shankar and SMG chief operating officer Lydia Wang tossing the yee sang at Paba 2025. — GLENN GUAN/The Star
KUALA LUMPUR: A total of 181 top trusted brands in Malaysia took centre stage as they received recognition for their branding ingenuity and customers’ preference at the Putra Aria Brand Awards (Paba) 2025.
Twenty-four categories spanning multiple aspects of daily life were featured at the event, which included automotive; entertainment and leisure; e-commerce; and property, alongside many others with each category divided into gold, silver and bronze.
The brands were recognised at a ceremony last night held at Majestic Hotel, with 182 awards given out that saw multiple winners in gold, silver and bronze for each category.
Winners had been determined through a comprehensive consumer study by global market research leader Ipsos, using over 50,000 responses from consumers nationwide via over 60 online channels.
The event was organised by the Association of Accredited Advertising Agents Malaysia (4As) in collaboration with Star Media Group (SMG) as the official media partner.
Tan Kien Eng, who is 4As president, said the occasion was meant to honour brands that were able to innovate without losing their connection to the people.
“Trust, as we know, is fragile; it cannot be bought and must be built over time through authenticity, purpose and consistency.
“We want to honour brands that have done exactly that, remaining relevant and innovative without losing their values or their humanity.
“To the brands recognised in this award, congratulations, you have earned the trust of Malaysians – the highest accolade of all,” he said in his speech.
4As Malaysia senior adviser and Putra Brand Awards organising chairman Datuk Johnny Mun said the Paba was about empowering consumers to pick the best brands closest to them.
“Brand-building is a long, painstaking process of nurturing, brand love and care. Thus, winning consumers’ hearts is a journey and as with any journey, the ups and downs are part of the trek that makes eventual success meaningful and sweet.
“This is why the introduction of Paba has always been to recognise, celebrate and award brands and brand builders for their efforts in their discipline,” he said in his speech.
Malaysia External Trade Development Corporation (Matrade) deputy chief executive officer (export acceleration) S. Jai Shankar said the awards were a testament to the importance of brands forging deep emotional connection with the public.
“A strong brand is a promise kept over generations and we believe that a brand which wins at home is a brand that is ready to win abroad. Thus, branding cannot be viewed as merely a ‘marketing expense’ but as a critical engine for international growth.
“We urge brands to integrate branding into their export promotion strategies, so when you step into new markets abroad, your brand equity, reputation for quality and resilience will open doors before your product even hits the shelves,” he said in his speech.
