Kuala lumpur: MONSTA Studios won the Gold Award at The MARKies Awards Malaysia 2026 in the Most Effective Use - Contextual Advertising category for its marketing campaign, "Papa Zola The Movie: From Side Character to Lead IP."

According to BERNAMA News Agency, MONSTA said the recognition celebrates its success in transforming Papa Zola from a supporting character in the BoBoiBoy franchise into the lead of a blockbuster film through a creative, relevant and culturally resonant marketing strategy. Papa Zola The Movie grossed more than RM68 million at the box office, making it the highest-grossing Malaysian animated film, the studio added.

"The momentum continued on streaming platforms, where the film entered Netflix's Top 10 rankings in Malaysia, Indonesia and Singapore. Following its success across Southeast Asia, Papa Zola The Movie will expand into the international market with its theatrical release in South Korea beginning Sept 2," the studio said in a statement today.

The film's marketing campaign also generated widespread public engagement through a context-driven approach that incorporated local culture and everyday situations familiar to audiences. From humorous takes on the lives of fathers and workers, to digital content that responded to trending conversations and location-specific billboard messages, every element of the campaign was designed to establish Papa Zola as more than just an animated character.

MONSTA also formed strategic partnerships with brands including MR.DIY, Jasmine and 7-Eleven, while executing an integrated campaign spanning large-scale billboards, digital and social media platforms, community engagement activities, music collaborations and exclusive merchandise. "These initiatives helped strengthen the emotional connection between fans and Papa Zola while expanding the character's appeal beyond the traditional animation audience," the statement said.

Meanwhile, MONSTA Marketing Director Faiz Zainal Aabidin said the award demonstrates that the success of an intellectual property (IP) depends not only on quality content but also on marketing strategies capable of building meaningful relationships with audiences. "This award proves that Malaysian IPs can compete on the international stage when supported by creative, relevant and effective marketing strategies. We believe marketing is not merely about promoting a film, but about building lasting relationships between fans and a brand. That approach has been the foundation of the success of the Papa Zola The Movie campaign," he said.

Faiz added that the achievement also demonstrates how Papa Zola, once known as a supporting character in the BoBoiBoy franchise, has successfully evolved into a standalone intellectual property embraced by audiences from all walks of life. Following the film's success, the Papa Zola universe will continue to expand with Papa Pipi Series, a new animated series featuring Papa Zola, Mama Zila and Pipi Zola in more entertaining, family-oriented stories inspired by everyday life, the studio shared.