In Malaysia’s multicultural and multi-ethnic society, advertisements must strike a careful balance between creativity and cultural sensitivity. A recent case involving local personal care brand HYGR has ignited a national conversation on this very issue, after its deodorant advertisement on the LRT Ampang–Sri Petaling line was accused of perpetuating racial stereotypes.
The campaign in question featured a fully wrapped LRT train adorned with cartoonish illustrations of Malaysians from all walks of life. At first glance, it appeared to promote good hygiene and the everyday relevance of using deodorant, especially in enclosed public spaces like trains. However, certain elements within the ad drew criticism — specifically, depictions of characters with exaggerated sweat stains and a speech bubble from the brand’s mascot stating, “Busuknya” (“So smelly”).
Although the campaign had quietly run since 13 September 2024, scheduled to end in March 2025, it only became a lightning rod for controversy after social media users flagged it for allegedly reinforcing negative racial stereotypes. The ad, critics claimed, could be interpreted as suggesting that certain ethnicities were more prone to body odour, thus veering into problematic and insensitive territory.
Public Backlash and Online Discourse
The controversy erupted after a viral post by an activist questioned the ad’s imagery and placement, triggering a wave of public feedback. Many commenters felt that while the campaign may not have intended to offend, the visual messaging lacked subtlety and could easily be misread in Malaysia’s racially complex landscape.
Public opinion quickly split into two camps. On one hand, there were those who agreed that the ad was tone-deaf and failed to consider how it could be perceived. On the other, many Malaysians defended the campaign as humorous, harmless, and grounded in relatable experiences — particularly those involving the all-too-common issue of unpleasant odours on public transport.
Some pointed out that the ad was inspired by real social media conversations, where Malaysians had tagged HYGR in posts complaining about body odour in LRT trains. The brand itself had cited this online chatter as a key influence for launching the campaign.
Despite this context, critics argued that advertising in public spaces — especially one as widely used and visible as the LRT — must be held to a higher standard. They noted that the combination of visuals, character placement, and messaging could easily reinforce unconscious bias or racialised assumptions, even unintentionally.
Prasarana Pulls the Plug
In the face of mounting criticism, Prasarana Malaysia Berhad, the operator of the LRT service, responded with speed and transparency. In a series of public statements, the company announced that it would remove all HYGR-related visuals from its Ampang and Sri Petaling LRT lines with immediate effect.
“As a responsible public transport operator, Prasarana values community feedback and views, especially when an advertisement can be misinterpreted as targeting a particular individual or group,” the company said.
It further clarified that the advertisement had passed a multi-layered review process prior to deployment, including assessments by both internal and external teams. These checks specifically examined racial, religious, and social sensitivities — and yet, despite these safeguards, public reaction indicated a gap between procedural approval and real-world perception.
Prasarana also announced it would tighten its ad review processes to avoid similar controversies in the future, acknowledging that public spaces require content that is inclusive and respectful of Malaysia’s diverse demographics.
“We appreciate the vigilance of commuters and social media users who brought this to our attention,” the statement continued. “We remain committed to ensuring that all forms of communication within our services reflect the values of unity and respect.”
HYGR Issues Apology and Accepts Responsibility
For its part, HYGR was swift to respond. The brand took to Instagram to issue a public apology, stating that it had not intended to offend any group or individual. It admitted, however, that the execution of the campaign could have been more carefully considered.
“The visual was designed to reflect Malaysia’s multicultural society and to promote our deodorant line in a light-hearted way,” the statement read. “However, we recognise that the final product may not have communicated this clearly, and we accept full responsibility for any discomfort caused.”
HYGR explained that the campaign was originally conceptualised as a tongue-in-cheek response to the very real issue of body odour on public transport — a topic frequently discussed in online forums and social media threads. It added that the ad’s characters were intended to reflect the nation’s ethnic diversity, and the speech bubble from its mascot was meant to act as a humorous prompt rather than a pointed insult.
The company also provided additional context about the campaign's timeline: the ad had been contracted for display from September 2024 to March 2025, but its removal was delayed due to operational constraints during the Hari Raya period. Following the backlash, HYGR confirmed it had requested for the ad to be dismantled immediately and would not be renewing the campaign.
“We are committed to learning from this and doing better,” HYGR said. “We will be more mindful in the design and execution of future campaigns, particularly those displayed in public spaces where diverse interpretations can occur.”
A Cruel Reminder For Brands and Operators Alike
The HYGR case is not the first — and will certainly not be the last — instance where marketing campaigns have collided with social sensitivities. Yet, it stands as a timely reminder of how public messaging must evolve alongside cultural awareness, especially in societies as complex and pluralistic as Malaysia.
This incident highlights that the line between satire and stereotyping can be razor-thin, and that even campaigns with seemingly benign intent can be misunderstood if not executed with cultural empathy.
What is perhaps most encouraging about the episode is the way both Prasarana and HYGR responded. Neither attempted to deflect blame or silence criticism. Instead, they took ownership of the situation, acknowledged the hurt caused, and pledged to improve. In an age where brand accountability is closely scrutinised, such responses are rare — and commendable.
Moreover, the strong and divided public response shows that Malaysians are not passive consumers of media. They engage, interpret, and demand accountability — a healthy sign of civic awareness in the digital age.
Here’s some of the comments from netizens online:
Merepek lah, budaya Pembetulan Politik dan Jirim Hidup Hitam dari yUSA jangan bawa masuk Malaysia.
— Sauffie (@Sauffie84) April 16, 2025
Semua benda nak dibetulkan.
Ketiak lain busuk, ketiak lain terasa
— -KT- (@kimietalib) April 16, 2025
Yang komplen tu x bleh terima hakikat yang dia busuk ka?
— Duann Hamid (@monkHz432) April 16, 2025
Bila masa iklan tu menyasarkan pada kaum beragama hindu? Pelik betul. Sah sah ada grafik ketibas dan simbol bau tu pada karakter yang berdiri. Jika mahu melibatkan isu perkauman atau warna kulit sekalipun, it’s definitely bukan karakter beragama hindu. 🤦🏻♂️
— ʏᴏᴜʀ ᴡᴏʟᴠᴇʀɪɴᴇ 🐺🏴 (@iam_ein) April 16, 2025
The Bigger Picture: Navigating Diversity in Public Messaging
As Malaysia continues to grow as a multicultural nation with a vibrant advertising industry, it is crucial for brands, agencies, and public service operators to adopt more holistic approaches to content creation. This includes involving a more diverse set of reviewers, conducting scenario testing with different demographics, and embedding cultural intelligence into every stage of campaign development.
The HYGR LRT ad was meant to be light-hearted and humorous — and for some, it was. But for others, it crossed an invisible line. In a multicultural setting, such lines are not always visible until crossed. The challenge lies in anticipating that line and ensuring that good intentions do not get lost in translation.
Ultimately, the lesson here is not just about deodorant or body odour — it’s about representation, nuance, and the shared responsibility we all have in maintaining mutual respect in shared public spaces.
What are your thoughts on this? Let us know in the comments.
*Sources: Visual and Reference Credits to Social Media & various cross-references for context.
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