The fire near the Jalan Gasing interchange started at 1.25pm and was captured by several social media users, Utusan Malaysia reported. Videos showed the electronic billboard billowing smoke.

Cars were reportedly backed up for 3km along the highway westbound, heading into Petaling Jaya, as firefighters worked to put out the blaze.

Petaling Jaya deputy police chief M Hussin Sollehuddin Zolkifly said several traffic police officers had been deployed to the scene to manage the traffic flow.

“The situation is under control and the fire department is at the scene,” he said, adding that at least one person working on the board at the time had been injured and taken to the University Malaya Medical Centre.

The Petaling Jaya fire and rescue department said a team comprising 17 personnel from three stations was dispatched to the scene.

“The fire involved nine victims, all of whom were successfully rescued and left to medical officers for further action,” it said.