Marrybrown taps P. Ramlee nostalgia for Ramadan campaign promoting new festive menu item

Kuala Lumpur, Malaysia – Marrybrown has launched a new Ramadan and Raya campaign highlighting its festive menu item, MB Nasi Berempah, through a nostalgic creative concept developed by Dentsu Creative Malaysia.

Titled “Santapan Ramadan,” the campaign draws inspiration from the work of legendary Malaysian filmmaker, actor, and composer P. Ramlee, particularly the classic film Ali Baba Bujang Lapok. 

The campaign reimagines the film’s story of a hidden treasure cave in a modern comedic format, positioning the brand’s Ramadan feast as a similarly valuable discovery meant to be shared with others.

The campaign introduces MB Nasi Berempah as a seasonal offering while highlighting themes of togetherness during the fasting month. The phrase “Santapan Ramadan” references the word santapan, derived from archaic Bahasa Istana, which traditionally refers to a royal meal served in a palace setting, reinforcing the idea of a celebratory feast.

As part of the campaign, Dentsu Creative Malaysia produced a digital film that revisits the timeless themes present in P. Ramlee’s works, including the dangers of greed and the importance of moderation and humility. The production features several content creators known for humorous tributes to the filmmaker’s comedic style.

Lynn Low, chief marketing officer, Marrybrown, commented, “Few figures in Malaysian culture hold the same enduring place in the national imagination as P. Ramlee. His films are woven into the way Malaysians laugh, quote and tell stories to one another, especially during Ramadan and Raya.”

She added, “As a proudly Malaysian brand, Marrybrown has always believed the best way to connect with Malaysians is to celebrate the culture and flavours that shaped us. Together with dentsu Creative Malaysia, we wanted ‘Santapan Ramadan’ to lean fully into that nostalgia, bringing a timeless Malaysian story back into the spotlight while introducing MB Nasi Berempah as a festive discovery.”

Meanwhile, Ahmad Nazril Ibrahim, executive creative director at Dentsu Creative Malaysia, commented, “P. Ramlee’s works remain beloved because they were never afraid to celebrate the quirks, humour and humanity of Malaysian life. Marrybrown carries that same spirit as a brand that has always been proudly Malaysian at heart.”

He added, “That authenticity is something we have long admired about the brand, and “Santapan Ramadan” became the perfect moment to draw that connection in bringing together a cultural icon and a homegrown brand in a story.”