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Marketing Featured Southeast Asia

Celcom encourages Malaysians to embrace ‘happiness’ in new campaign for Independence Day

Malaysia – In conjunction with Malaysia’s 65th Independence Day, also known as Merdeka, local telco provider Celcom has launched a new campaign to remind Malaysians to embrace the spirit upon which Merdeka was founded happiness. 

Themed ‘Bahagia Kita’, which translates to ‘We are happy’ in English’, the campaign explores the heart of the country’s harmony and happiness – the core values of kindness, acceptance, and understanding upheld by every Malaysian, as foretold by Bapa Kemerdekaan Tunku Abdul Rahman, Malaysia’s Father of Independence. With inclusivity in mind, Celcom also aims to honour all cultures from East to West Malaysia by celebrating both Merdeka & Malaysia Day.

The thematic film follows the journey of 11-year-old Haikal. After he’s assigned to write a poem about Independence for school, he sets off on an eye-opening adventure around his neighbourhood. Haikal witnesses everyday Malaysian scenes and immerses himself in many multicultural experiences, and on this journey, he learns that all Malaysians are inherently kind and that the little things are what contribute to the nation’s happiness.

“As a homegrown organisation that believes in advancing society, the mantra of encouraging Malaysians to embrace happiness will help Malaysians advance positively into a future that we would be all proud of,” said Celcom. 

Moreover, in this festive season, Celcom will also help Malaysians stay happily connected with limited-time offerings, including free devices, unlimited Internet, flexible plans, and free home fibre for life, amongst others.

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Marketing Featured Southeast Asia

These are the top Raya ads from Malaysia this 2022

Kuala Lumpur, Malaysia – The celebration of Hari Raya in Malaysia has concluded, marking the end of the holy month of Ramadan. And with such festivities, there is always a rise of ad films centred around the values and teachings of the Raya festivities.

In line with this, YouTube in Malaysia has round up the top 10 Raya ads released by local and international brands in the country.  Presented in alphabetical order, the list is based on a mix of relatable festive situations that touched the hearts and funny bones of viewers, collaborations with well-loved local personalities, and nostalgia for the good ol’ days, while continuing to explore the creative formats of past campaigns.

  1. Astro Malaysia – Senandung Hari Raya Untukmu – Dato’ Sri Siti Nurhaliza & Aliff Aziz 

Through an original track sung by Malaysian singer Siti Nurhaliza and local-based Singaporean artist Aliff Aziz, this campaign from the Malaysian satellite TV provider aims to communicate the values of the Raya season, from keeping in touch with loved ones or supporting local businesses for any Raya needs.

  1. Celcom Malaysia – Iklan Hari Raya Celcom 2022 – Syukur 1 Syawal

Duit raya or tokens of money given during Raya are great and all: but have we actually thought about where we ought to spend them? In this heart-warming campaign by this local telco provider, we see a kid named Danish going around houses with his friends to collect duit raya. Among those kids is Aishah, who later on we learn that she gives all of her duit raya to his ailing father. Touched by this scene, Danish thinks of an act of kindness to Aishah’s father.

  1. HongLeong Bank Malaysia – HLB RAYA 2022 – Lebaran Penuh Kesyukuran

This fun and quirky campaign by banking institution HongLeong Bank in Malaysia centres around the festive days despite instances being not the most ‘perfect’ celebration. In spite of obstacles along the way, like the camera falling over a swamp while taking a family picture or meals getting delayed, there is still a glimmer of hope and genuine happiness around family members to be together as always.

  1. Julie’s Biscuits – Raya 2022 | Ini Iklan Raya baru, tau? [Full] | Julie’s Biscuits

Conceptualised by independent agency GOVT Singapore, this hilarious yet eye-opening campaign by the local biscuit brand invites Malaysians to explore traditional definitions of stereotypical roles and see how antiquated expectations no longer hold in today’s day and age.

  1. PETRONAS – PETRONAS Raya 2022 ‘366’: Hari Ke-123 | Full Film

“Find peace within that disappointment”: It is within one of these lines within the ad that sum up the message of the campaign. This Raya-centric campaign is part of Petronas’ ongoing original series called ‘366’, aimed at tackling stories of fortitude, resilience and togetherness among Malaysians during these difficult times. Said campaign is conceptualised under Ensemble Worldwide of IPG Mediabrands.

  1. Saji Malaysia Official – Iklan Raya SAJI 2022 | Raya Dulu – Dulu

This fun campaign by local cooking oil brand Saji focuses on cherishing the Raya festivities, even if it feels like it will never be the same as last year. In this film, we follow a male character cherishing past Raya celebrations, while being mindful to always remember such important moments from past Raya festivities into the future.

  1. Samsung Malaysia – Raya 2022 | Rezeki Memori

Centred around the theme of fun and nostalgic memories, this film by tech company Samsung focuses on a story of Adik and his father cherishing some great memories–which is actually an emotional representation of missing sharing those moments a long time ago. The film, shot on a Samsung Galaxy S22 Ultra phone, invites viewers to cherish time with their parents, one of the values being focused during the Raya festivities.

  1. Spritzer Group – Raya 2022 | Iklan Raya Paling Berseri

On a more hilarious route, this Raya ad by Spritzer focuses on doing the festivities, alongside with your full-out relatives, in this ad signifying Auntie Vivi. Despite the stereotypical nature of the ad, it teaches viewers to just remain calm and enjoy the festivities.

  1. Taylor’s University – Sadaqah | Hari Raya 2022

If there is one saying to embody this ad from Malaysia’s Taylor’s University, it’s the adage of “If you give a man a fish, you feed him for a day. If you teach a man to fish, you feed him for a lifetime.” The ad follows the story of a beggar named Amin, who asks one day for free food from a food stall owned by Kak Zaiton. Despite the ad’s initial impression of Zaiton being angry always, we see a different side of her story, as being compassionate towards the poor. In all, Zaiton’s character teaches viewers of not just getting something but rather having the opportunity to learn and grow as a person.

  1. Tenaga Nasional Berhad – TNB Raya 2022 – Raya Macam Cara

The perfect ad to close this entry, this ad from Malaysia’s multinational electricity company focuses on the diversity of emotions–and antics–during the Raya festivities. After a long time where Raya meetups have been hampered during the pandemic, said ad communicates the long-yearning of families to meet up during these festive times.


Said ad list showcases the most engaging ads that people watched during this period, and are determined in no particular order by an algorithm that factors in watch time, organic views, paid views, and audience retention. This list was pulled on 5 May, 2022 and captures data from 3 April to 3 May 2022 inclusive.

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Main Feature Marketing Southeast Asia

Here are the top 10 most ox-some CNY ads on YouTube by Malaysian brands

Malaysia – Gong xi fa cai! With Chinese New Year a monumental celebration across Asia, brands didn’t waste a second making the most out of the festive holiday, pulling out the theme to showcase each of their creative advertisements. 

In Malaysia, brands across all industries flexed their red-accented and gilded films on YouTube to ring in the year of the Metal Ox, and the platform has just revealed the CNY ads that made it to its top 10 this year.

The ads were chosen not only based on views but also watch time and audience retention. Take a look at the list, arranged in alphabetical order.

1. Celcom Axiata: Double Your Joy with Any 2 Phones @ RM188

Celcom Axiata: Double Your Joy with Any 2 Phones @ RM188

In a simple but graphically endearing ad, telecom Celcom Axiata drew in Malaysian viewers not just with its creatives but with an attractive offer letting customers nab 2 phones at RM188, from a slew of mobile models such as Huawei, Vivo, and Realme.

2. Daikin Malaysia: Daikin CNY 2021: The Extraordinary Family GO

Daikin Malaysia: Daikin CNY 2021: The Extraordinary Family GO

Air condition manufacturer, Daikin Malaysia, stresses the importance of family this CNY through a comedic short film, bringing the message through the all-too-familiar and anxious scenario of a guy’s courtship to a girl’s parents.

3. McDonald’s Malaysia: Golden Prosperity Burger

McDonald's Malaysia: Golden Prosperity Burger

Global fast-food brand McDonald’s is known for regularly sprucing up its food offerings to align with current cultural celebrations, and this CNY, it offered Malaysian customers a special ‘Golden Prosperity Burger’ to add to their momentum of festivities.

4. NESCAFÉ Malaysia: Happy New 牛 Year ~ NESCAFÉ

NESCAFÉ Malaysia: Happy New 牛 Year ~ NESCAFÉ

With a straightforward sing and dance video, NESCAFÉ in Malaysia delivered its greetings by partnering with famous personalities and performers Pong Pong, Jestinna, DJ Perry Kuan, and Ariff Bahran.

5. Shopee Malaysia: Shopee CNY Sale is Happening Now! 

Shopee Malaysia: Shopee CNY Sale is Happening Now!

With a quirky and cheery acoustic performance, Shopee in Malaysia released its share of the 2.2 sale ad, which offered eight-themed marketing deals such as its daily RM8,888 Shopee Fortune Box, and daily 88% Off Vouchers.

6. Tenaga Nasional: TNB CNY 2021 – Nian-tastic New Start

Tenaga Nasional: TNB CNY 2021 – Nian-tastic New Start

Still within the message of family and togetherness, electricity giant Tenaga Nasional goes all the way back to give audiences a piece of the origins of the celebration.

7. Tesco Malaysia: The TESCO ONG Medley 2021

Tesco Malaysia: The TESCO ONG Medley 2021

Through a jovial medley, grocery chain Tesco in Malaysia reminded how through its range of fresh produce and food products, customers can achieve a fruitful celebration this CNY.

8. Vivo Malaysia: Vivo CNY Huat Cow Cow 2021

Vivo Malaysia: Vivo CNY Huat Cow Cow 2021

With a brief 15-second but upbeat music clip, Vivo Malaysia invited viewers to learn how to Huat Cow Cow, or how to bring in ‘maximum prosperity’.

9. Watsons Malaysia: Watsons CNY #HappyBeautifulYear​ 2021

Watsons Malaysia: Watsons CNY #HappyBeautifulYear​ 2021

Much like others in this list, health and beauty retailer Watsons in the country made use of a musical short film, featuring a star-studded cast including Summer Grace, Danny Ahboy, and Jenn Chia among many others.

10. Yakult Malaysia: YAKULT新年2021 ‘Miles apart, but close at heart’

Yakult Malaysia: YAKULT新年2021 'Miles apart, but close at heart'

Even before the pandemic struck, family members are forced to spend time apart for a number of reasons such as those that choose to work away from their hometowns for better opportunities. In a touching short film, Yakult Malaysia showed that there are still ways for families to send love albeit from a distance this CNY.