Malaysia – Dentsu Malaysia and restaurant chain Marrybrown have kicked off a community-centric activation in celebration of Hari Raya Aidiladha. The on-ground activation supported mosque volunteers during the sacrifice ritual in Kelantan and Terengganu.
The ‘Molek Bersama’ initiative, meaning “beautiful together,” captured the celebration’s essence of giving back to people in need. This time, the activation recognised the efforts of volunteers and mosque committees.
Supporting the people behind the sacrifice ritual, Marrybrown offered complimentary desserts, drinks, and places to rest. Marrybrown also provided aprons to help them in their work.
The event was held at Masjid Jamek Sultan Muhammad II in Kelantan and Masjid Khalifa Taman Jaya in Terengganu.
Lynn Low, chief marketing officer at Marrybrown Sdn Bhd, commented, “For this important occasion, our initial idea was to be meaningfully present during a tradition that matters deeply to our consumers, without overshadowing its significance. Dentsu Malaysia helped us find that perfect balance, showing that Marrybrown isn’t just a ‘brand’, but a neighbour who truly cares. The warm reception we received reinforces our commitment to keep showing up for our community.”
Ahmad Nazril, executive creative director at Dentsu Creative Malaysia, said, “We believe the true essence of Hari Raya Aidiladha goes beyond ritual; it’s about unity, compassion, and shared humanity. With our Molek Bersama, we set out to help Marrybrown honour that spirit by celebrating people in their everyday roles and creating meaningful moments of connection. It’s a simple idea, but one deeply rooted in insights that recognise what truly matters to the community.”
