“One Cent Thief” breaks the fourth wall with IRL hijacking

30,000 onlookers at Konsert Countdown MeleTOP 2025 were left baffled as Digital Karma – the protagonist of One Cent Thief Season 2 – hijacked the stage. Concurrently, the hijacking also occurred in cyberspace with major platforms being hacked and taken over.

Kilometers away, multiple billboards at Bukit Bintang displayed cryptic messages about the villainess, Ibu Zara. Afterwards, protagonist Iman Shah gave a fiery speech condemning Ibu Zara on top of Bangunan Yayasan Selangor before jumping off the 8th floor while being pursued by special forces. His final words before the jump was a declaration:

“I will expose everything.”

If you didn’t already know, One Cent Thief is based off a true story. As such, Astro, Talon Creative, and Mindshare blurred the line between fiction and reality with their promotion for the highly anticipated second season of Astro Originals’ series One Cent Thief.

With a daring antihero at its heart, the narrative spills off screen and into the real world with a bold campaign that pushes the limits of immersive entertainment.

Benjamin Woo, Vice President of Product Marketing at Astro, believes that Astro’s ability to bring a first-class entertainment experience to fans is not only what keeps the brand strong but also how it’s brought to life.

Talon’s Creative Manager, Gavin Teoh, adds that integrating the story into everyday life challenges the idea of traditional advertising – inviting the audience to become part of the entertainment instead. Mindshare Business Director Ang Ching Wen says that, for two hours, onlookers at Bukit Bintang were treated to a truly unforgettable experience.

Astro Originals’ series One Cent Thief Season 2 follows the story of Iman Shah as he continues to expose the dirty truth behind Ibu Zara’s political wrongdoings. They may not be able to catch Iman Shah, but you certainly can catch his exploits on Astro!

The series premiered on 31 January 2025, with new episodes available every Friday via On Demand and Astro GO, starting 12 midnight. It also airs on Astro Citra (Channel 108) at 9PM every Friday and Monday, Astro Ria (Channel 104) at 9PM, and on sooka.

The chase has just begun.