Kuala Lumpur, Malaysia – New streaming platform sooka, releases its latest campaign together with Reprise in commemoration of this year’s Raya celebrations, the festival of the ‘breaking of the fast’ celebrated by Muslims in Malaysia.
The film titled ‘Krisis Social Media Anis’ (Anis’ Social Media Crisis), directed by P. Prem Anand Pillai of ‘Love Child’, features the trials of social media wannabe, Anis, as she laments the loss of two followers the day before Raya. Her family, who happens to share a similar obsession with social media and calls each other by their social handles, rallies together with a social media guru for tips and insights to help her gain back lost followers, urging more followers for Anis through their own social media accounts. All to no avail.
Head of Brand & Communications of sooka, Hilda Shamsul Bahri, said, “The idea came from a series of real stories on the challenges of this generation who see ‘Likes’ and ‘Followers’ as their social currency. But it’s not always about the ‘Likes’. We want younger Malaysians to know that your self-worth is not dependent on social media perception. Rather, it is about giving thanks, and improving connections with our family and loved ones this Raya. We love the freshness of this festive film by Reprise for us as it falls very much in line with what we stand for as a brand.”
Kevin Le, executive creative director of Reprise Digital, said, “The film was inspired by millennials, who crave social validation. This quest to belong on the social sphere through the best content, more likes, and followers sometimes comes at the cost of what’s real. This Raya, we wanted to show that the best followers are your family, so embrace your true selves and appreciate the people who have always been supportive of you.”Le also added that the central character of Anis is relatable to the younger generation, whether they celebrate Raya or not.
