Turning Scrutiny into a Milestone: Launching CelcomDigi’s CD:NXT Programme
When CelcomDigi launched CD:NXT, it wasn’t just another event — it was a national moment. Officiated by Malaysia’s Prime Minister YAB Dato’ Seri Anwar Ibrahim, the programme set out to nurture 5,000 future-ready Malaysian talents in AI, data, and digital skills, accelerating the nation’s digital transformation.
But the launch came at a sensitive time. Just a week earlier, CelcomDigi’s CEO announced his stepdown — a move that heightened media scrutiny and risked shifting attention away from the programme’s national importance.
That’s where ROOTS PR came in.
Our mission was clear: ensure the spotlight remained on CelcomDigi’s vision for Malaysia’s digital future. We:
- Led end-to-end media engagement from invitations to on-ground coordination.
- Navigated multiple last-minute timing changes, keeping every journalist informed in real time.
- Managed seamless media logistics on-site, ensuring smooth access and accurate information.
- Positioned media angles beyond corporate updates, arranging interviews with young talents to highlight human stories of Malaysia’s digital future.
Every touchpoint was designed with precision — turning potential scrutiny into a showcase of ambition, talent, and national pride.
- 180+ stories generated, with 120+ Tier 1 placements
- PR value of RM17.15 million, including RM12.95 million in Tier 1 coverage
- 7.3 million estimated reach across print, online, and broadcast
- Attendance from 50+ journalists including Astro Awani, BERNAMA, The Star, and New Straits Times
Beyond numbers, the coverage reframed the narrative — spotlighting Malaysia’s emerging digital leaders and cementing CelcomDigi as the nation’s foremost digital enabler.
This was more than a launch. It was a statement: Malaysia is ready for an AI-powered future, and CelcomDigi is leading the way.
