Kuala Lumpur, Malaysia – Watsons Malaysia has team up with MBCS to launch “Watsons Pentas Raya Glam,” a festive campaign in celebration of Raya.
The campaign centres on the theme of festive preparations, drawing from the common practice of Malaysian families coordinating outfits ahead of the celebration. It presents a humorous take on how individuals within a family interpret “glam” differently, positioning Watsons as a platform for self-expression during the festive period.
Eddy Nazarullah, creative director of MBCS, said, “In Malaysia, the cultural truth is that Raya isn’t just a celebration, but a presentation, as families spend weeks preparing to look their radiant best for the festivity. In this film, we wanted to playfully challenge the Raya tradition of “sedondon”, colour-coordinating outfits. In the end, highlighting what’s truly meaningful is our presence for one another.”
The campaign film features several Malaysian personalities, including Sarimah Ibrahim in the lead role, alongside Fahrin Ahmad, Akhmal Nazri, Lyssa Jean, Wani Kayrie, Sharifah Rose, and Ayda Jebat, who is also a Watsons ambassador.
Caryn Loh, managing director of Watsons Malaysia and chief operating officer of Health & Beauty Asia at A.S. Watson Group, said, “Watsons Malaysia is proud to be a trusted one-stop destination for beauty, grooming and self-care, supporting Malaysians as they prepare to look good, feel good and celebrate Raya in their own way. Through Pentas Raya Glam, we bring the spirit of Aidilfitri to life by celebrating the joy of festive preparations and the beauty of individuality within every family.”
She added, “We are honored to collaborate with the MBCS team to bring this story to the screen, and we hope the campaign inspires Malaysians to embrace their own unique expression of ‘festive glam’. From all of us at Watsons, we wish everyone a joyful and meaningful Hari Raya.”
The campaign is being rolled out across multiple touchpoints, including in-store activations, social media content, and branded festive experiences. Watsons has also introduced the #WatsonsPentasGlamRaya dance challenge on platforms such as Instagram and TikTok, encouraging user-generated content tied to the campaign’s theme.
According to the company, the campaign film has generated more than 45 million views to date. It concludes with the message: “Though we have different versions of glam, the ties of family glow us up for Aidilfitri”.
