They say bad publicity is still publicity, but is it really? In a world where attention spans are shorter than ever, the line between effective marketing and controversial antics can often blur. While some brands thrive on scandal, leveraging negative attention to boost their visibility, others find themselves trapped in a cycle of backlash that ultimately harms their reputation. This raises the important question: does bad publicity truly translate into success, or is it merely a fleeting moment in the spotlight?

Aliff Syukri and Iman Troye

• Aliff Syukri: A successful Malaysian entrepreneur and cosmetics mogul, Aliff Syukri is known for his flamboyant personality and innovative business strategies. He is also known as " “Datuk Terlajak Laris” and has built a loyal following through his bold and unconventional marketing tactics.

• Iman Troye: A singer, social media influencer and businesswoman, Iman Troye is celebrated for her confidence and ability to connect with audiences through her vibrant and daring campaigns.

Their ability to generate buzz through various incidents has become a hallmark of their public personas, often overshadowing their artistic contributions. Aliff Syukri and Iman Troye are known for their ability to capture attention through bold and provocative campaigns. Their strategies often include:

• High-Energy Content: Their campaigns are vibrant, engaging, and designed to stand out in a crowded digital space.
• Audience Engagement: They excel at creating content that sparks conversations and encourages audience interaction.
• Innovative Product Launches: Their unique approaches to product promotion often generate significant buzz and drive sales.

While their tactics are sometimes controversial, there’s no denying their ability to generate attention and engagement.  Not long before they released their new songs there was also an issue regarding these two influencers.

The Impact of "Scandal" Marketing

While their tactics are sometimes controversial, there’s no denying their ability to generate attention and engagement. Their campaigns often go viral, creating a strong presence in the market. However, this approach also comes with challenges:

• Short-Term vs. Long-Term: Bold marketing can drive immediate results, but it may not always build long-term brand loyalty.
• Audience Perception: While some audiences appreciate their daring style, others may find it polarizing.

Who Is Hael Hussaini?
Hael Hussaini is a talented Malaysian singer, content creator, filmmaker, and storyteller. Known for his creative and heartfelt campaigns, Hael has earned a reputation for producing content that resonates deeply with audiences.

Hael’s approach is rooted in authenticity and creativity. His campaigns often feature:

• Emotional Storytelling: Hael’s work explores themes like cultural identity, family, and personal growth, creating a strong emotional connection with viewers.

@hotfm976_ Wow wowwww! Powernya Nadeera Zaini! Rupanya lagu Bukan Lagi Kita, Nadeera send voice note je dekat @Hael Husaini . Ingatkan memang record dalam studio 😍👏🏻🙌🏻 #HotFM #HotSquad #YangHangatDanTerbaik #RadioNo1 #KJjadiDJ #HaelHusaini ♬ original sound - Hot FM

• Visual Excellence: His content is visually stunning, often blending cinematic techniques with social media trends.

• Social Impact: Many of his campaigns address important social issues, making them both meaningful and memorable.

The Impact of Creative Marketing
Hael has gained a loyal following and earned respect by being thoughtful. His campaigns often become very popular because they tell sincere and emotional stories in a beautiful way. This shows how powerful authentic storytelling can be.

• Long-Term Loyalty: By focusing on authenticity, Hael builds deep connections with his audience.
• Positive Brand Image: His work enhances his reputation as a creative and innovative content creator.
• Sustainable Growth: Creative marketing adapts to changing trends and consumer preferences, ensuring lasting relevance.

The Rise of Conscious Consumers

Today’s consumers care about more than just products—they care about values. Brands that align with their beliefs and priorities are more likely to win their loyalty. While bold marketing may grab attention, it often fails to resonate on a deeper level.

The Power of Authenticity

In an age of influencers and curated content, authenticity is king. Creative campaigns like Hael Hussaini’s stand out because they feel real and meaningful. Audiences are drawn to brands that tell compelling stories and make a positive impact.

The Risks of Over-the-Top Tactics

While bold marketing can generate short-term buzz, it often comes with risks. Controversial tactics can alienate audiences, damage reputations, and lead to long-term consequences. In 2025, where transparency and accountability are paramount, the risks may outweigh the rewards.

Does Bad Publicity Still Work in 2025?

The answer is: It depends.

• Short-Term Gains: If your goal is to generate immediate buzz and sales, bold and provocative marketing can work—but it’s a risky strategy.
• Long-Term Success: For sustainable growth and brand loyalty, creative and authentic marketing is the way to go.

In 2025, as consumers demand more from brands, the balance is shifting. While bold tactics may still have their place, they’re no longer a guaranteed path to success. Brands that prioritize creativity, authenticity, and social impact are more likely to thrive in the long run.

Whether you’re a brand, influencer, or marketer, the choice is yours: Will you chase short-term buzz or build a lasting legacy?