The state of branded content in Malaysia is well received amongst consumers because they receive compelling content, no matter who sponsors it. Due to budget constraints, Eveready viewed such a medium as an alternative and more personal point to engage consumers.

Before creating anything, however, we looked at how people were once entertained in the olden days in Malaysia, with Wayang Kulit, the Malaysian traditional art of storytelling using shadow play, and once was used to pass stories from generation to generation. Tapping in to our Malaysian parents with their own nostalgia and childhood was most important, and so we were inspired by a traditional Malaysian character that parents grew up with as well, the Sang Kancil, a cunning mouse-deer that outsmarts those larger and tougher than him.

By using Eveready torchlights to light up each page and bring the Sang Kancil to life with shadow play, we would grab the attention of parents, as they wish to tell the stories of their childhood favourite character to their own children.

Parents' lifestyles rarely have time for their children, and less time to spend quality time together.

In order to reach into Malaysian families homes, we crafted a Direct Mail piece that would bring families together and bond them with a bedtime story that they could experience time and time again.

Tapping in to our Malaysian parents with their own nostalgia and childhood was most important, and so we were inspired by what young Malaysian parents grew up with: Wayang Kulit, the Malaysian traditional art of shadow play that tells stories that were once passed down from generation to generation. We were also inspired by a traditional Malaysian character, the Sang Kancil, a cunning mouse-deer that outsmarts those larger and tougher than him.

By using Eveready torchlights to light up each page and bring the Sang Kancil to life with shadow play, we would grab the attention of parents, as they wish to tell the stories of their favourite childhood characters to their own children. This first edition of the Eveready Book of Play: Sang Kancil Cari Cahaya (The Mouse-deer's Search for the Light) tells the new story of Sang Kancil journeying to a mysterious Palace of Light.

With 30,000 books produced, printed, and released in 1,000 major shopping chains across Malaysia, the Eveready Book of Play's first edition: Sang Kancil Cari Cahaya made waves with families throughout the nation. We had a pick up rate of 60% in one month, 20,450 Social Media Impressions and a future collaboration with the Malaysian Ministry of Education, to help Eveready light up even more children's imaginations across the country.