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KUALA LUMPUR, July 8, 2025 - Astro today announced the launch of KULT, an investment into a new digital marketing venture designed to help brands move at the speed of culture. Positioned as a full-funnel digital marketing solution, KULT blends data, content, and creators to drive deeper audience resonance and cultural relevance across today’s most influential platforms.
Capitalising on Astro’s powerful content and digital ecosystem, KULT, led by industry veteran René E. Menezes, will integrate the best of Astro with brands and agencies to deliver impactful outcomes and incrementality to media investments. It will tap into Astro’s extensive assets, from first-party audience data to the massive reach of Astro content across YouTube, TikTok, Meta platforms, and more.
With the capability to activate campaigns across both owned and external digital channels, KULT blends professionally produced and user-generated content to craft brand narratives that stand out in an age of endless scroll. This venture unlocks new revenue streams and strengthens Astro’s position as a holistic media and marketing powerhouse and a strong partner in the ecosystem.
“With KULT, we’re turning our reach and attention into real cultural impact and commercial outcomes” said Cynthia Seow, Astro’s Director of Digital & Customer Experience. “We deliver attention that truly resonates, not just impressions that disappear. By harnessing Astro’s ecosystem—from premium content and first-party data to creator networks and platform reach—we empower brands to actively move with culture, shape crucial conversations, and drive measurable, real-world impact. This is more than marketing, it’s a movement.”
Two Paths: BUILD or PLUG
At the heart of KULT’s strategic framework lies a simple but powerful choice:
Do you want to BUILD your own cultural movement, or PLUG into one that’s already driving attention?
KULT’s proprietary approach, powered by content intelligence and data segmentation, enables advertisers to do both. Whether it’s architecting new communities around a brand or tapping into existing cultural currents and creator networks, KULT empowers marketers to connect meaningfully with audiences.
A partner to the ecosystem
KULT enters the market as a strategic ally to agencies, advertisers, and brand teams offering modular products and solutions that seamlessly complement existing marketing strategies –from branded content to performance marketing and creator campaigns. With a strong emphasis on performance, personalisation, and platform cohesion, KULT positions itself as a long-term partner for companies seeking to align their marketing efforts with evolving customer behaviours and emerging technology trends.
“We see ourselves as an ally to the industry,” René added. “KULT is here to help marketers and agencies unlock growth with smarter targeting, stronger storytelling, and a deep understanding of what moves people today.”
What KULT Offers
• Audience Engine: Custom brand segments built from Astro’s first-party data, content signals and third-party data enrichment
• KULT:STREAM: Digital video advertising across Astro’s and partner platforms
• KULT:INFLUENCE: Creator and KOL activations with both in-house and market talent
• KULT:DRIVE: Affiliate and performance marketing tied to tangible business outcomes
• KULT:SOCIAL: Native social media advertising built on trends and insight
• KULT:LAB: An experimental space for innovation and cultural testing
KULT is live now.
To learn more or to start building your movement, visit www.KULT.my or reach out to [email protected]
