MDDI, gov.sg unveil ‘Kisah Musim Raya’ festive film highlighting presence over screens

Singapore – Ministry of Digital Development and Information (MDDI), through gov.sg, has launched a new Hari Raya Puasa campaign titled Kisah Musim Raya (“A Raya Tale”), encouraging Singaporeans to be more present with loved ones during the festive season.

Created in partnership with creative agency DSTNCT, the campaign centres on a short festive film directed by Juffrie Juma’at, known for his distinctive visual storytelling across independent and government projects.

The story follows Aisyah, portrayed by rising Suria actress Nur Sabrina Nasir, a young girl whose constant attention to her smartphone and social media leads to unintended chaos as her family prepares for Hari Raya celebrations. 

The narrative highlights how meaningful moments can be missed when people are physically present but mentally elsewhere.

The film features an original soundtrack composed and performed by Singaporean 60s surf rock band The Pinholes, led by Famie Suliman. 

Created exclusively for the campaign, the song reflects themes of togetherness, family traditions, and the often-overlooked moments that define the festive season.

The cast also includes Siti Hajar and Izzat Yusoff, both winners of the Pesta Perdana, who play Aisyah’s parents.

“Through the lyrics of the song and Aisyah’s experiences, we want this video to reflect the true meaning of being present during the festive period. The moments that matter aren’t just the ones we document online, but the ones we celebrate together through shared traditions,” said Aaron Lye, director, campaigns and productions at MDDI.

“The insight behind ‘Kisah Musim Raya’ is something we can all relate to: how easy it is to be in the room but not really there. Working with Juffrie, we wanted to tell that story with warmth rather than judgment,” said Chloe Lim, business director and partner at DSTNCT. 

She added, “This is what national storytelling means to us at DSTNCT, finding the shared truths that connect all Singaporeans while celebrating what makes each community’s traditions unique.”