Orchestrating Change: Stories from the Field

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Change isn’t a slogan - it’s messy, unpredictable, and often uncomfortable. But it’s also where growth lives. At Orchan, we’ve spent years helping brands navigate that tricky space between “what was” and “what’s next.”

This series, Orchestrating Change: Stories from the Field, takes you behind the curtain. Real brands, real problems, and the strategies that turned the tide: from rebuilding Peugeot’s reputation before a major launch, to helping DFSK break ground with Malaysia’s first electric van, to showing Kao Malaysia how to win not just market share, but parent hearts.

Each story shows one thing: change doesn’t happen by accident. It happens when you orchestrate it with purpose.



When Reputation Hit the Brakes - Peugeot Malaysia and the 308

Peugeot had a problem. The 308 should have been a contender in Malaysia’s hot hatch space, but instead, it carried baggage. Owners complained about costly maintenance, turbo and timing chain failures, and an after-sales experience that felt more frustrating than supportive. With Nasim at the wheel as dealer, trust in the lion badge was running on fumes.

Launching a new model under that cloud? Risky. Very risky.

We knew the only way forward wasn’t hype; it was repairing reputation before selling cars. So we worked with Nasim to change the story:

  • Owning the pain points instead of pretending they didn’t exist.

  • Highlighting real fixes like the RM5 million investment in a Technical Centre, Body & Paint facilities, and three years of free roadside assistance.

  • Timing comms right so people heard about stronger service, faster response, and better reliability before the new 308 hit the showroom floor.

The result? When the refreshed 308 rolled out, coverage wasn’t about “another risky Peugeot” - it was about a brand that had taken its knocks and was putting real skin in the game to win trust back. Buyers saw progress, not excuses.





Breaking Ground, Not Just Roads - DFSK Brings the First Electric Van to Malaysia

Malaysia’s EV conversation was all Tesla this, BYD that. Sexy cars, high price tags, and a focus on lifestyle buyers. But what about the backbone of the economy i.e., the SMEs running deliveries, logistics, and day-to-day business? They were left out of the EV revolution.

Enter DFSK’s EC35 - Malaysia’s first electric van. But here’s the catch: how do you convince businesses to adopt EVs when charging infrastructure is patchy and perceptions are still locked on “expensive, risky tech”?

Our approach:

  • Make it practical. No jargon, no sci-fi futurism. Just plain talk about range, charging time, payload capacity, and total cost of ownership.

  • Reframe EVs. Not as a luxury, but as a smart business investment. Lower running costs, government incentives, future-proofing against rising fuel.

  • Tell the SME story. Media saw not just a van launch, but a marker that Malaysia’s business backbone could now join the green economy.

The result? DFSK didn’t just introduce a vehicle; they introduced possibility. Coverage shifted the EV conversation from the elite to the everyday, and SMEs began to see themselves as part of the movement.




From Dirty Diapers to Brand Loyalty - Kao Malaysia’s Parenthood Play

Parenthood Day at Sunway Pyramid. Sounds cute, right? But Kao Malaysia had a bigger agenda: building long-term loyalty among new and seasoned parents in a market where diaper brands fight tooth and nail for share.

The challenge? Every brand shouts about softness, absorbency, and rash protection. Parents tune out the noise. Kao needed to cut through with more than product claims.

Our approach:

  • Make it about community. Instead of a sales pitch, Kao hosted a platform where parents learned, shared, and celebrated.

  • Experiential over promotional. Games, talks, hands-on sessions - the kind that makes parents walk away feeling connected, not marketed to.

  • Amplify the day. Media didn’t just cover another mall event - they covered Kao’s genuine investment in supporting parents through their messy, wonderful journey.

The result? Kao earned not just visibility, but trust. Parents left with more than free samples; they left with affinity, and Kao stood out as the brand that “gets it.”




The Takeaway

Three brands. Three very different challenges. One common thread: change only works when it’s authentic. At Orchan, we don’t just orchestrate campaigns. We orchestrate shifts in how people see, feel, and engage with your brand.

The question is: what shift does your brand need next?

Let’s talk: changenow@orchan.asia | +603-7972 6377







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