It has been 72 hours since 12-year-old Nayati Moodliar, who is half Indian, was abducted near his house by two unidentified men, who eyewitnesses said looked like Indians. There has been no news on the child's whereabouts so far.
Nayati, whose mother is a Caucasian, holds Dutch and South African citizenship.
He was walking to his neighbourhood International school at 7:35 am, local time, on Friday when the kidnapping occurred, taking several people including security guards, teachers and other school going kids by total surprise.
"He is our only son...We need him back. We don't want any trouble. We just want our son back. It's not too late to let him go," father Sham Moodliar, 41, a Dutch management company employee, said in a video on YouTube.
"He's got his whole future ahead of him. He never meant any harm to anyone. We're not rich people. Please give our son back," Sham said.
The distraught feeling as a parent was also felt by premier Najib who tweeted "Let's all pray and, through social media amplify and search for Nayati.
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"I appeal as a father, for Nayati not to be harmed in any way. Spoke directly to IGP (Inspector-General of Police) to investigate this matter," Najib said.
Many Malaysians took to social media platforms like twitter and Facebook to reach out to as many people they knew.
After a dedicated Facebook page was set up on Saturday, more than 8,000 people have "liked" the page while close to a hundred posted messages to offer their assistance and words of comfort.
Deepika Gupta, an Indian national who lives in the same apartment complex as the Moodliars, posted: "Praying for Nayati's safe return" on Facebook as did hundreds of others.
Gupta's kids also walk down to the same school everyday.
"We all are angry that such a blatant thing happened, something so right into your face, with no police around and with a police station only a few metres away," she told PTI.
Posters with the child's picture and contact details of his parents have been put up at several places including on cars.
"If there are any major developments we will let you know. Until then, please keep Nayati in your thoughts and prayers," read one of the latest posts from the Moodliar family on the "Please help us to find Nayati Moodliar" Facebook page.