Sunquick highlights family traditions in Malaysia with new festive campaign via Havas Malaysia

Kuala Lumpur, Malaysia – Sunquick has partnered with Havas Malaysia to launch a Ramadan and Hari Raya campaign centred on the cultural concept of “air tangan mak,” which refers to the belief that a mother’s touch brings warmth, sincerity, and flavour to food.

The campaign highlights Sunquick’s longstanding presence in Malaysian households, where its fruit-based beverages made with real fruit juice are commonly served during gatherings, celebrations, and daily meals. The brand is often associated with large family occasions, where it is positioned as a refreshing and shareable drink.

According to the company, the campaign draws from everyday experiences during Ramadan and Hari Raya in Malaysia. Its central film uses slice-of-life storytelling to depict family moments such as breaking fast and visiting relatives during the festive period, showing how the product fits into these occasions.

The creative also showcases the versatility of Sunquick, presenting it not only as a beverage but also as an ingredient used in festive desserts. This approach aims to reinforce its role in shared dining experiences during the season.

Shireen Ang, creative director at Havas Malaysia, said, “Air tangan mak is such a powerful cultural expression of love and care, and the team found a playful twist in showing how that same warmth and sincerity could also take the form of Sunquick at the Raya table.”

Archana Sridhara, global brand director for Sunquick and regional marketing director APAC, added, “For many Malaysian families, Sunquick has always been part of festive gatherings — from the first berbuka of Ramadan to the last Raya open house. This campaign celebrates those familiar traditions and the bond they create. Havas Malaysia captured this beautifully through the idea of ‘air tangan mak’, expressing the sincerity, care, and warmth that define the season for Malaysians everywhere.”