Communication · ROOTS PR
MR D.I.Y. Brings PANDAi to Life in Bukit Bintang with 'PANDAi Jaga Anda'
A 14-foot mascot, a city-wide takeover and a festival of care, turning the launch of MR D.I.Y.’s new panda into a moment Kuala Lumpur couldn’t miss.
- 14ft PANDAi installation
- 35 Media representatives
- 40 Pieces of coverage
- RM 761,920 Earned PR value
The Challenge
More than a mascot.
When MR D.I.Y. introduced its new mascot, PANDAi, the goal was more than unveiling a character, it was about deepening the brand’s connection with Malaysians through care, affordability, and community engagement.
The Solution
A city-wide takeover.
The PANDAi Jaga Anda launch transformed Bukit Bintang into a spectacle. Crowds gathered around a towering 14-foot PANDAi installation, while a fleet of mascots toured the city on the KL Hop On Hop Off bus. A surprise flash mob and giveaways kept the energy high, creating a festive atmosphere in the heart of Kuala Lumpur.
The campaign didn’t end there. PANDAi embarked on a mall tour, meeting families across the Klang Valley, while panda-themed seating areas at key locations turned everyday spaces into brand touchpoints.
The Impact
Coverage that carried the message.
ROOTS PR amplified the excitement through strategic media engagement, managing outreach, interviews, and on-site facilitation. The result: 35 media representatives from 34 outlets attended, generating 40 coverages with an earned PR value of RM 761,920.75 .
PANDAi quickly became more than a mascot, it became a symbol of MR D.I.Y.’s promise to care for Malaysians while offering value for every home.
