The kidnapping of a Dutch boy in Malaysia has triggered a media campaign by his parents and the Prime Minister appealing for his safe return, as police continue their investigation.

Twelve-year-old Nayati Moodliar on Friday was walking to his Mont Kiara International School, located in a posh suburb near the capital Kuala Lumpur, when he was kidnapped by two men who bundled him into a car.

"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 an emotional video on YouTube.

Family and friends of the boy, who has dual Dutch and South African nationality, have also used Facebook and Twitter in a bid to secure his return.

"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," the father said, who has also distributed multi-lingual posters of Nayati in a bid to locate the boy.

The kidnapping has also drawn the attention of Prime Minister Najib Razak, who used Twitter to make his plea: "I appeal as a father for Nayati not to be harmed in any way."

Najib also tweeted he had instructed police chief Ismail Omar to investigate the incident.

Local police chief Wan Abdul Bari told AFP that police were taking the incident very seriously.

"I can confirm we have received a report (of the kidnapping). Investigations is still on. We view such incidents very seriously," he said.

AFP