KUALA LUMPUR, MALAYSIA — Shell Malaysia and GrowthOps Asia are taking the much-loved Roger Hensem saga to the next level with four thrilling new quests. Starring acclaimed actor Datuk Remy Ishak, the latest campaign fuels up with a major upgrade: the New + Improved Shell FuelSave Diesel that is designed to take Malaysian drivers even further with up to 19KM more per tank.
Building on the blockbuster success of last year’s Kembara Lebih Jauh campaign, the adventure kicked off with a teaser trailer on 8 March, setting the stage for a dynamic, feel-good series that blends humor, heart, and high-performance fuel savings.
Episode 1, launched on 15th March, features Roger and his family heading out on an unexpected makan trip in their trusty Suzuki Jimny — proving that every journey can take you further with Shell FuelSave 95. Episode 2, launched on 22 March, puts a festive spin on the series as the Hensem family unexpectedly wins a Ford Ranger — one of two grand prizes, alongside many more, that Shell customers stand a chance to win during the Hari Raya season when purchasing a minimum of RM50 of Shell FuelSave 95, New + Improved Shell FuelSave Diesel, as well as Shell V-Power 97 and Shell V-Power Racing, or purchasing items worth a minimum of RM10 in Shell Select.
The series will continue on 2 April, featuring an off-road father-daughter adventure powered by the New + Improved FuelSave Diesel, highlighting the emotional benefit drivers can get with the product’s ability to deliver up to 19KM more per tank. The final installment will offer a surprising twist, revealing Roger’s job, while connecting directly to Shell Fleet Solutions — demonstrating that whether for family, work, or fun, Shell FuelSave helps Malaysians go further.
“With the return of Roger Hensem, we wanted to take the adventure even further — quite literally — by introducing new quests and more ways for Malaysians to enjoy the benefits of Shell FuelSave. It’s our way of showing that Shell is always there for Malaysians, whether they’re commuting to work, heading home for Raya, or exploring new destinations,” said Seow Lee Ming – General Manager, Shell Mobility & Convenience Malaysia.
“Bringing back Roger Hensem is more than just a creative choice — it’s a strategic one. Research from the IPA shows that consistent, memorable characters drive stronger long-term brand impact. By expanding the Roger Hensem universe, we’re building on a proven asset, while adding fresh layers to keep audiences engaged and entertained,” said Adzam Bahrin, Regional Creative Director, GrowthOps Asia.
The campaign is rolling out as a fully integrated effort through the year across TV, cinema, OTT, radio, outdoor, digital, social media, in-store, and more.
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