Setel launches nationwide campaign to champion digital lifestyle

Setel Ventures Sdn Bhd (Setel) has unveiled a bold new nationwide campaign, “Setel je! Sekali tekan, semua jalan,” transforming a popular everyday phrase into a rallying call for digital convenience. The campaign reflects the Malaysian spirit while showcasing how homegrown technology is reshaping daily life—from fuelling and paying for parking to shopping, renewing road tax, and earning rewards.

Since its launch, Setel has been at the forefront of Malaysia’s cashless movement, beginning as the nation’s first on-demand fuelling solution. Today, it has evolved into a comprehensive mobility platform, accessible at more than 1,000 PETRONAS stations and over 2.6 million merchants nationwide. With over nine million Malaysians now using the app, Setel’s growth demonstrates the readiness of consumers to embrace digital-first solutions.

The app’s development is led by “Setelnators”—a team of young Malaysians committed to shaping future-ready technology. From pioneering One-tap Fuelling, the only feature of its kind in the country, to expanding into payments, parking, retail, and rewards, Setel continues to innovate. To ensure inclusivity, Setel also launched Setel Lite, a streamlined version for users with older Android devices and limited storage space, bridging the gap for broader digital adoption.

Driving cashless Malaysia forward

Abdullah Ayman Awaluddin, Chief Executive Officer of Setel, said the campaign reflects how the brand has become ingrained in daily Malaysian conversations.

“Setel was created to deliver a seamless, on-demand fuelling experience, the first of its kind in Malaysia. Over time, ‘Setel’ has become part of our everyday language, symbolising how things get done. With this campaign, we are turning that spirit into real, tech-powered experiences that reflect how Malaysians live,” he said.

Abdullah added that Setel is also encouraging users to verify their accounts to unlock more features, enhanced security, and rewards. “Whether it’s fuelling, paying, or moving, Setel makes it simple. We remain committed to driving digital adoption and supporting a cashless Malaysia,” he said.

To amplify the campaign, Setel is hitting the road with its “Jom Setel je!” roadshow, covering key locations across Klang Valley, Penang, Melaka, Kuantan, Sabah, and Sarawak. The roadshows will feature interactive activities with the Setel team and local KOLs, exclusive rewards, and a special partnership with Selangor FC to engage football fans.

A brand video and upbeat jingle accompany the campaign, celebrating how “Setel” resonates in everyday conversations. The initiative also introduces a social media challenge where participants can use the jingle to stand a chance of winning eWallet credit.

New users stand to benefit from RM5 cashback when downloading the app and fuelling a minimum accumulated total of RM20 at PETRONAS stations using the code c-5etel. Continued engagement with the app during the campaign could also unlock additional cash prizes—driving home the message that when Malaysians want to get things done, they simply Setel je!