Kuala Lumpur, Malaysia – Continuing its tradition of creating provocative festive campaigns, Malaysian biscuit brand Julie’s has launched its latest short film called Kisah Raya P.E.R.I.T (A Raya Story of P.E.R.I.T), a part of the brand’s annual Hari Raya campaign and ongoing efforts to break down stereotypes that people often face during the festive season.
‘Kisah Raya P.E.R.I.T’ is produced in collaboration with GOVT Singapore, the creative agency that helped create Julie’s multiple thought-provoking festive campaigns.
This year’s short film features Timah and her daughter Farah, bringing the audience on a journey through their ‘balik kampung’ drive to attend Hari Raya celebrations throughout the years. The film brings to attention the challenges that Timah faced as a single parent such as the typical, yet critical judgements usually dished out to single parents, especially during the festive season.
Affected by the challenges faced during Hari Raya, this single mother goes out of her way to delay her trip every year to ensure that she spends less time with family members. The film done in both comedic and sentimental fashion shows how the single mother as part of this secret society called P.E.R.I.T (Persatuan Rahsia Ibu Tunggal) looks to end Hari Raya celebrations in 2023.
“We have always used our creative short films to showcase stories of empowerment. This year, Kisah Raya P.E.R.I.T features the trials and tribulations of a single parent celebrating Hari Raya. We hope this will inspire people to be more understanding towards each other,” said Tzy Horng Sai, director of Julie’s Biscuits.
Sai also added that through the short film, the brand invites viewers to practise forgiveness, embrace the diversity that exists within families and appreciate family members for who they are.
Joy Sng, business director at GOVT also commented, “With a brand like Julie’s Biscuits, that believes in building a more open and inclusive world, each year, we aspire for our Raya films to challenge conventions and address uncomfortable topics that people tend to avoid or ignore.”
She added, “Taking insights and stories from conversations we’ve had with various single parents, our film this year aims to shine a light on the stigmas and challenges of single parenthood, told through a love letter between a mother and daughter.”
Kisah Raya P.E.R.I.T is now available for viewing on their official YouTube channel. The campaign follows Julie’s Hari Raya campaign last year titled ‘Ini Iklan Raya Baru, Tau?’, which was targeted at debunking traditional stereotypes about gender roles.
