Kuala Lumpur, Malaysia – Halal personal care brand SAFI has teamed up with Omnicom Media Malaysia’s MBCS to launch its latest Raya film and campaign, highlighting the Biasiswa Siswi SAFI scholarship initiative.
The initiative, now in its third year, was first introduced in 2024 with a RM 1 million fund aimed at empowering young Malaysian women by easing financial barriers to education. The campaign builds on last year’s success and is designed to celebrate inner strength and encourage young women to pursue their ambitions.
The brand film, Memperindahkan Versi Terbaikmu (translated: Beautifying Your Best Version), follows Bunga, a young artist navigating financial hardship and social expectations while striving to follow her dreams. The story reflects the pressures faced by youth to pursue conventional career paths, highlighting the courage required to take less traditional routes.
Jennifer Wee, creative director of MBCS, said, “While last year’s campaign explored AI as a lens for possibility, this year marks a deliberate shift towards championing the artistic spirit, celebrating young creatives who dare to pursue paths less expected. Bunga’s journey depicts the often unseen struggles of choosing art as a calling, in a world that doesn’t always recognise its value.”
She added, “By spotlighting this artistic genre, we wanted to reframe success beyond conventional standards and show that a woman’s worth is defined by her courage to keep creating and growing. We hope to inspire young Malaysian women to take the driver’s seat in their own lives and confidently pursue their dreams no matter how unconventional they may seem.”
Through the campaign, SAFI aims to reframe Raya from a showcase of perfection to a celebration of resilience, self-discipline, and self-belief. The scholarship platform continues to support long-term transformation for young women pursuing ambitious goals.
Meanwhile, Kazlina Mohd Kassim, SAFI brand & insights specialist at Wipro Unza, said, “At SAFI, we don’t just want young girls to dream. We want them to win. Empowerment must go beyond inspiration; it requires tangible support. Biasiswa Siswi SAFI is not a seasonal initiative, but a platform that enables real transformation for the long-term. It is our ongoing commitment to stand beside young women with big ambitions and prove that the sky is the limit when it comes to what they can achieve. This is how we turn potential into possibility.”
The campaign also included a 60-day social media countdown beginning in Rejab, a sacred month ahead of Ramadan, encouraging engagement where young women shared personal challenges that were later highlighted in social posts.
Kazlina added, “Rejab is a period of preparation and reflection, symbolising persistence and intentional growth. The countdown served as a reminder that progress takes time and purpose. Every small step forward brings young women closer to the life they are building, and we are privileged to inspire them on this path.”
