Kuala Lumpur, Malaysia – AIA PUBLIC Takaful has released its Raya campaign alongside Mediabrands Content Studio (MBCS) personifying the spirit of togetherness and mutual benefit embodied by the company’s Total Shariah Solution.
The ‘Raya Bersama, Berkat Berganda’ (Raya Together with Double the Blessings) Raya campaign was launched to remind Malaysians of the essence of Raya over the festive season. The three-part mini-series inspired by the Malaysian legend “Puteri Gunung Ledang”, is reimagined as “Puteri Gunung Lindung” (Princess of the Protected Mountain), a subtle reference on the brand’s purpose of providing protection to everyone.
Moreover, the film also serves as a reminder of togetherness and the essence of community, demonstrating the enduring spirit of Takaful.
The campaign executed with sister media agency Universal McCann, runs through April 2025 across social media, OTT, digital OOH and programmatic platforms.
Rudy La Faber, creative director at MBCS said, “During the festive season, one of the most common family disagreements is the question of where to spend their Raya. Families often debate returning to the kampung (hometown), staying in the city where they’re born at, or travelling abroad to take advantage of the long holidays. The film shows this dilemma and tussle between fellow siblings who end up realising that no matter where they spend Raya, what truly matters is celebrating together with loved ones.”
He added, “We’ve also embraced short-form, vertical content to cater to today’s digital landscape and shorter attention spans. We’re excited to trial this approach amidst traditional long-form videos that usually dominate the Raya season, and so far, it’s resonating well with the audience.”
