The Power of Small Screen Strategy: Turning Mobile Magic into Box-Office Hits

With audiences spoiled for choice and vying for attention more challenging than ever, Astro Shaw taps into a deep understanding of audience culture and interests to generate digital buzz and transform it into cinematic triumphs. This approach offers marketers a powerful blueprint for creating impactful campaigns that transcend mere impressions, aiming to build lasting recall and genuine engagement in the congested digital landscape.

Raja Jastina Arshad

Raja Jastina is currently the Head of Astro Shaw and Vice President of Malay Nusantara Business at Astro. She spearheads Malaysia’s leading film studio which is behind the highest grossing local movies of all time including Sheriff and Polis Evo 3, both reigning as the No. 1 films in Malaysia for 2023 and 2024. Apart from championing local movie production and Astro Originals such as Project: High Council that has raised the bar on local storytelling, her all rounded portfolio includes heading strategy for Astro’s digital brand, driving revenue growth for Astro’s pay per view business, managing’s Astro’s on – air Talent Management and Astro’s movie distribution division where she looks into IP exportation to regional and international market.

Recognising the shift in content consumption trend, Raja Jastina played a pivotal role in driving Astro’s foray into digital space for the Malay consumers, resulting in the establishment of Gempak, the No.1 digital entertainment brand in Malaysia.

She has close to 20 years of business management, media, marketing and branding experience where she has driven Astro’s Malay content strategy and built a strong business network both locally and internationally.

Raja Jastina also serves on the board of Frontken Corporation. She has an Economics degree from Liverpool University, England and a Masters in Marketing Communications from Westminster University, England.

Iylia Azhar

Iylia Azhar is a professional in the realm of content strategy and innovation, currently holding a position of Assistant Vice President at Astro. With the experience in content development and strategic innovation, she has played a pivotal role in shaping the company’s success.

In her years of experience in Astro, Iylia has worked with various clients such as Herbal Essences, creating a mini digital series called Bunga’s Secret Garden and also Julia’s Secret Recipe. Besides that she also has worked with other clients such as NIVEA, McDonald’s, Darlie and many more.

Under her guidance, Astro’s marketing department achieved some notable recognitions, including being awarded the Silver Winner at the Sparks Awrds in 206 and the Gold Winner at the Marketing Excellence Awards 2016 for The House Season 1 campaign. These accolades underscore Iylia’s strategic acumen and ability to deliver results driven marketing initiatives.

As a speaker, Iylia brings some practical knowledge and insights garnered from her diverse experiences in the media industry. Her presentations are characterized by a down to earth approach, offering valuable insights into content strategy, innovation and effective marketing practices.


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