COMMENT | The by-election in Ayer Kuning, Perak, was far from ordinary. While Malaysian politics has always been awash with competing narratives, this by-election offered an intriguing case study on the role of strategic communications in determining political outcomes.

With BN retaining the seat, the result is more than just another win for the coalition. It is a testament to the importance of narrative clarity, the ability to adapt mid-campaign, and the consequences of relying too heavily on the same old tactics.

From the outset, PAS and its Perikatan Nasional partners anchored their campaign on a master narrative that they believed would have lasting appeal. The core message was simple: “Undi Umno = Undi DAP = undi musuh Islam.”

This was more than just a campaign slogan. It was psychological warfare to make the election a referendum on Malay-Muslim identity.