Creative consultancy ballsy is kicking off 2026 with a dual expansion move, launching a Malaysia based social content studio, Kaki Sosial, while appointing Becky Leng (pictured) as its new managing director based in Singapore.
Leng joins from NP Digital Singapore, where she led the agency’s operations. Leng became a part of NP Digital back when it was SearchGuru, starting as Singapore country head in 2015. She later oversaw Hong Kong and APAC operations before stepping into the Singapore MD role in October 2024, leading the agency’s regional expansion and growth across Southeast Asia.
She had also previously been the head of interactive media at Maxis Malaysia, director of marketing and portal management at Singtel, and the chief marketing officer of iProperty Group.
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“What drew me to ballsy is its raw energy and refusal to play it safe,” Leng said. “I thrive in environments where grit and guts aren’t just encouraged, but required because that’s when real change happens. Together with VJ Anand and Eddy Lim, I hope to build work that’s fearless and impactful, and take it to the next level.”
In her new role, Leng will focus on new business, senior client relationships and bespoke media solutions, as ballsy expands its offering to include performance marketing alongside its creative led work. Anand described Leng as a “daring client turned partner”, noting that her experience on the performance side complements ballsy’s off the wall creative reputation.
Alongside the appointment, the launch of Kaki Sosial in Malaysia marks ballsy’s push into grassroots focused social content, aimed squarely at audiences beyond the usual urban and Klang Valley centric lens. According to VJ Anand, co founder of ballsy and Kaki Sosial, the studio was set up to address a growing gap in how brands engage suburban and small town Malaysians.
“There’s a huge need for this, and not a lot of agencies are successful in bridging the gap between the urban crowd and the suburban grassroots market,” Anand told MARKETING-INTERACTIVE. “We’ve all been guilty of being very suburban KL. Clients know it, agencies know it, and we want to be better, from the insights we surface, to the language we use, and the style of content we create.”
Kaki Sosial will operate as a dedicated social content studio within the ballsy group, specialising in locally rooted storytelling, cultural nuance and platform native formats. Anand explained that the work goes beyond visual treatment, extending into tone, language and lived insights that resonate more deeply with mass market audiences. The studio has already landed its first retainer client and remains open to new opportunities, whether on a retainer or project basis.
While Kaki Sosial’s primary focus is Malaysia, Anand said the studio will also support selected regional and global work when needed. Executing social content locally for global clients, he added, makes sense both creatively and financially, particularly for production heavy social campaigns.
On the talent front, Kaki Sosial has already brought on around half a dozen creatives ahead of its official launch. While names were not disclosed, Anand said the hires include emerging content creators. “There’s so much raw talent in Malaysia, but we’re being very selective. We don’t want to grow too big, too fast.”
Founded in February 2025, ballsy has quickly built a name for itself with campaigns such as Jetpac’s viral ‘Travel Virgin’ series, Astro Radio Malaysia’s “Kelas Perpaduan”, Taco Bell’s “Belum try, belum tau” campaign, and an AI-driven Merdeka Day project for Ryt Bank. “With our newly launched creative content studio Kaki Sosial, we’ll have more fun and exciting social campaigns throughout the year, and we’ll be able to offer more to our other clients,” concluded VJ Anand.
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