“Setel je!”—a phrase so familiar to Malaysians that it perfectly captures the idea of getting things done effortlessly. Now, Setel Ventures Sdn Bhd (Setel) is taking this local expression to the next level with its latest nationwide brand campaign: “Setel je! Sekali tekan, semua jalan.” This campaign blends cultural identity with digital innovation, turning a common saying into a movement for convenience and connectivity.

Launched as Malaysia’s first in-app fueling solution, Setel has grown far beyond its original purpose. Today, it stands as a full-fledged mobility platform that makes everyday tasks simpler and faster. From fueling at over 1,000 PETRONAS stations to paying for parking, shopping, renewing road tax, and even earning rewards, Setel integrates multiple services into one user-friendly app.

Since its inception, Setel has supported Malaysia’s transition toward a cashless society, with its services now accessible across 2.6 million merchants nationwide. To date, over 9 million Malaysians have embraced Setel, proving that convenience, security, and digital innovation can go hand in hand.

Behind Setel’s success is a team of forward-thinking Malaysians—fondly called Setelnators—who continue to push boundaries. Key innovations include the One-Tap Fuelling feature, the only one of its kind in the country, and Setel Lite, a streamlined version of the app designed for older Android devices. These efforts underscore Setel’s commitment to inclusivity and broad digital adoption.

“Setel was created to deliver a seamless, on-demand fueling experience, the first of its kind in Malaysia,” said Abdullah Ayman Awaluddin, CEO of Setel. “Over time, ‘Setel’ has become part of our everyday language, symbolizing how things get done. With this campaign, we’re turning that spirit into tech-powered experiences that mirror how Malaysians live.”

The “Jom Setel je!” roadshow brings this campaign to life, traveling across Klang Valley, Penang, Melaka, Kuantan, Sabah, and Sarawak. Visitors can expect engaging activities with influencers, exclusive rewards, and even a collaboration with Selangor FC to excite football fans.

The campaign also features a vibrant brand video and catchy jingle, blending local culture with modern technology such as AI. Malaysians can participate in a social media challenge using the jingle, with chances to win eWallet credits.

To encourage adoption, new users can enjoy RM5 cashback by downloading the app, registering with the code c-5etel, and fueling a minimum of RM20 at any PETRONAS station. Active users also stand to win cash prizes during the campaign period, making the experience rewarding in every sense.

Whether it’s paying, fueling, or moving, Setel ensures that once you tap, everything flows.This campaign is more than a slogan—it’s a promise of a smarter, more connected Malaysia where convenience is just one tap away.

Follow Setel on social media to join the journey toward a cashless future: