Tag: Hari Raya

Kuala Lumpur, Malaysia – Petron Malaysia has partnered with Ogilvy Malaysia for an emotionally-charged Petron Raya Festive film that depicts the realities of a divorced family and finding harmony in differences. 

Petron’s Raya film centres on a poignant narrative of a single father and his daughter, both navigating their way around the complexities of divorce amidst the anticipation of Raya and the daughter’s upcoming birthday. 

The film shows the father exerting his best effort to take care of his daughter, who is overwhelmed with sadness and yearns for her absent mother during significant occasions. With a stirring digital narrative, Petron aims to touch the hearts of many and ignite important conversations during this festive season. 

This bold storytelling shows Petron’s commitment to authenticity and highlights Ogilvy Malaysia’s skill in capturing raw emotions and creating impactful narratives that deeply connect with audiences.

More than just a story, Petron’s Raya Festive film serves as a testament to Petron’s unwavering dedication to its customers’ happiness. Through this cinematic masterpiece, Petron showcases its deep understanding of the Malay audience, emphasising the importance of finding harmony in differences, especially during the celebration of Raya. 

Adrian Miller, chief creative officer at Ogilvy Malaysia, said, “In our latest campaign for Petron Malaysia, we dared to venture into the realm of authentic storytelling by addressing a subject that is often considered taboo in advertising: the impact of divorce on a family. We believe that real stories resonate deeply with our audience, and by tackling such a brave and authentic subject matter, we aim to connect with our viewers on a more meaningful level.” 

“Divorce is a reality for many families, yet it’s seldom depicted in commercials, especially during festive seasons like Raya, which are typically portrayed as perfect and joyous. By choosing to highlight the struggles of a single father and his daughter during this time, we wanted to acknowledge the diverse experiences of our audience and remind them that happiness can be found even in the most challenging circumstances,” he added. 

Danny Chen Heng Siong, marketing manager at Petron Malaysia, also shared, “With family being the centre of the most meaningful Raya celebrations and understanding the reality that there are families that are not together, we put the focal point on a child’s struggle around the divorce of her parents, magnified by her upcoming birthday, which happens to be on the first day of Raya. With this film, we hope to convey the message that happiness is found in togetherness. When things are difficult, we should put aside our differences to reconcile, seek forgiveness, and find happiness to achieve harmony.”

Kuala Lumpur, Malaysia – As Malaysia basked in the joyous celebration of Hari Raya, Apple has launched its latest campaign focusing on the innovative Face ID technology of the iPhone 15. Set against the backdrop of familial gatherings during this joyous occasion, the campaign humorously addresses the age-old dynamics of family privacy intrusion, particularly among the younger generation. 

For this campaign, Apple tapped its bespoke advertising agency, TBWA\Media Arts Lab Singapore, to create a campaign film that will run across TV, TVO, cinema, digital, and social. 

MARKETECH APAC spoke exclusively with the team at TBWA\Media Arts Lab Singapore to learn more about the agency’s creative strategy for this campaign and how it effectively leverages the cultural significance of Hari Raya to resonate with Malaysian audiences.

Unlocking the campaign

In the heart of the campaign lies the scenario titled “Nice Try!” where a bustling Hari Raya dinner becomes the stage for familial antics. 

As an abandoned pink iPhone flickers to life with message notifications, a nosy aunt seizes the opportunity to peek into her niece’s private affairs in an attempt to investigate the romantic texts the niece is getting from her secret boyfriend. 

However, she is immediately stopped by the phone’s Face ID security feature. What follows is a comedic, yet futile attempt by other family members to crack into the device. 

The campaign pokes fun at overprotective elders who are eager to know what’s going on in their young ones’ lives. It also aligns with Apple’s broader campaign titled ‘Relax, It’s iPhone’ that highlights the benefits of owning the latest phone device. 

TBWA\Media Arts Lab Singapore’s creative strategy is to put a spotlight on teenagers, the generation who arguably place the most value on their privacy today. The team wanted to show that, in a family gathering as big as Hari Raya, while sharing, caring, love, and respect are important, privacy is as well. 

“Remember how we used to put padlocks on our diaries so our overprotective parents couldn’t get into them? These days, the phone isn’t just a teenager’s diary; it’s their social life, their identity, and much, much more. You can imagine how badly a concerned parent in 2024 would want to get into their teenage child’s phone,” the agency explained. 

Connecting through humour and charm 

Central to the campaign’s narrative is the cultural backdrop of Hari Raya, one of Malaysia’s most significant religious festivals. Leveraging the idea of typical familial gatherings and the inevitable barrage of inquiries that accompany them, TBWA\Media Arts Lab Singapore ensured that the campaign would resonate with Malaysian audiences on a deeply relatable level. 

Employing meticulous casting to ensure authentic portrayals of the characters in the film, the campaign worked to capture the essence of the quintessential ‘aunty’ figure that every Malaysian knows and relates to. 

The agency shared, “There is always that one aunty you’d see only once a year at Hari Raya. She’d corner you and won’t stop interrogating you until she knows everything. We knew every Malaysian would recognise that character, and our most important task was to get the casting and performance right.”

Another important note is that while the campaign addresses the universal theme of privacy invasion, it does so with a touch of humour and charm. 

TBWA\Media Arts Lab Singapore made sure that the aunties or any of the relatives weren’t portrayed as villains. Rather, the campaign portrays them as well-intentioned individuals expressing concern for their loved ones—a subtle nod to the cultural norms of familial care prevalent during Hari Raya. 

By striking this delicate balance, the campaign succeeds in eliciting laughter while fostering a sense of familiarity and connection with the audience.

Kuala Lumpur, Malaysia – Malaysia Aviation Group, the parent company of several aviation brands including Malaysia Airlines, has released its first-ever group Hari Raya film paying a heartfelt tribute to the people who are responsible for making air travel safe–on air and on the ground.

The film features a Malaysia Airlines stewardess who receives a written poem from an elderly woman passenger who is on the same flight she is working with. The passenger, who is set to return home for the Raya festivities, can be heard reading out the poem, centred around the message of paying respects to those who are always in service, and also adding that ‘only the strong can put others before themselves’.

For MAG, the Raya film aims to express their sincere gratitude towards people not only within their organisation, but also those who work in the service industry for their dedication and hard work during the Hari Raya holidays.

“We understand that during festive periods such as this, many would prefer to be with their own families yet they remain committed to ensure that our customers are prioritised. This commitment has been the foundation for us as the national carrier, and throughout the years we realise we have promoted a sense of family among staff, so while we may not be with our respective families, we are still able to foster the spirit of family within the organisation,” MAG stated.

The campaign was conceptualised in-house by its group branding team, and brought to life by Reservoir Production. In an exclusive conversation with MAG’s group branding team by MARKETECH APAC, they stated that they wanted a story that not only embodies their values and the Ramadan spirit, but also their sincerest gratitude for the people who work tirelessly, the sacrifices they make and commitment they demonstrate, especially during the holidays.

“Ensuring that this brand film reflected our core values and teachings during Ramadan wasn’t difficult to do because of our organisation’s culture beliefs. One of our tenets—people are our true north—remind us that our people are the soul and strength of our organisation, and this sense of community and togetherness is a big part of Ramadan. We knew that there was no more authentic way to display this than with imagery and a message that showcased the camaraderie and traditions that we experience not only as an organisation but also as a community of Muslims and Malaysians by extension,” the team told MARKETECH APAC.

When asked why their first MAG Raya film centred on the crew’s story, MAG told MARKETECH APAC that they not only wanted to feature their staff simply but also including those behind the scenes maintaining the aircraft to ensure its safety and airworthiness, as well as those at the airport and tarmac to ensure that their passengers and cargo safely arrive at the respective destinations.

“We wanted our people, the soul and strength of our organisation, to be reminded that not only do we recognise their service (during the holidays in particular when it’s especially difficult not getting to spend time with loved ones) but we’re so very thankful for their hand in making sure that we are able to deliver Malaysian Hospitality to our guests so they are able to be reunited with their families for the festive celebration,” the team stated.

They also added, “And what’s interesting is that Malaysian Hospitality is not only extended to our guests, but also among the MAG family where we have built this sense of togetherness and assurance that while we may be away from our loved ones, we are still able to celebrate Hari Raya with our MAG family.”

Lau Yin May, group chief customer experience officer at Malaysia Aviation Group also told MARKETECH APAC, “It was very exciting to get to create our very first Raya brand film. From conceptualizing the film to shooting it, it was quite the experience. I think the best part for all the Malaysia Aviation Group (MAG) staff involved was being able to meet colleagues across the different entities within the Group that they otherwise would never have met. With some 12,000 odd people working at MAG, you don’t get the opportunity to meet everyone in the company. The making of this film gave us the opportunity to get better acquainted with each other, and also to discover our very own talents. We’re definitely looking forward to working on more brand films like this so that we get to foster a stronger spirit of teamwork and further strengthen the bonds and connections within MAG.”

Kuala Lumpur, Malaysia – MBCS, the media-fueled creative content practice within the IPG Mediabrands network, has officially released the latest Prego campaign film that shows mothers turning into chefs in time for the upcoming Raya festive season.

Titled ‘Mak-ster Chef’, the film is part of Prego’s ‘Rasa Raya Epik’ or epic taste of Raya campaign and gives a nod to the famous Masterchef series. It shows the great pressure that comes with cooking a wonderful dish that will impress your family and relatives during the Raya festive season. 

MBCS aims to show that with the help of Prego, preparing and cooking the perfect Raya pasta becomes so much easier. In the film, the mom uses Prego products to quickly whip up a delicious meal for her family, which will also delight her mother-in-law and the rest of her relatives. 

The campaign also extends through social channels and has featured KOL Ayda Jebat, a well-known Malaysian singer and actress, as she shows how she’s inspired to impress her family with the help of Prego and calls out to her followers to share their most epic pasta dishes.

Rudy LaFaber, creative director of MBCS, said, “The idea for this film stemmed from the pressures felt by mothers during the festive season, especially with their mother-in-law. Raya is really the Olympics of hosting, where moms feel the need to be perfect and impress their family as the hostess with the ‘mostess’”. 

He added, “In most Malay households, pasta has become a common feature within the traditional Raya spread, and we wanted to show the lighter side of these pressures through a fun and lighthearted spot that also demonstrates how easy cooking with Prego can be. We hope these epic scenes reminiscent of Masterchef inspire all moms to bring out their inner ‘Mak-ster Chef’ this festive season.”

Kuala Lumpur, Malaysia – In line of the upcoming Hari Raya festivities, RHB has launched its latest film ‘Lembaran Baharu’ (Forgiveness) alongside creative agency FCB SHOUT, featuring a dramatic reenactment of ‘the most unforgettable case’ of Malaysian lawyer Ahmad Zaharil Muhaiyar’s long and illustrious career. 

In 1998, Ahmad Zaharil found himself helping a woman who had stolen a pencil case as a gift to her son who had ranked number one in class. Ahmad Zaharil went on to represent her in court pro bono and was able to reduce her sentence to Good Behaviour Bond. One day, about two decades after the fateful encounter, he was approached by a young man who revealed that he was the son of the woman whom he defended back in 1998, and is now following Ahmad Zaharil’s footsteps by being a lawyer.

Abdul Sani Abdul Murad, group chief marketing officer at RHB Banking Group, said, “Hari Raya is a season of forgiveness and starting anew. Ahmad Zaharil’s astonishing story perfectly encapsulates these values and so much more, proving that forgiving and helping with a sincere heart will often bring not only far-reaching consequences, but also life-changing outcomes.”

He added, “A seemingly insignificant gesture from Ahmad Zaharil on that one fateful day not only changed the life of the woman he helped, but also her son and all the people he would go on to help as a lawyer. Spanning over two decades, this story is the epitome of RHB’s brand belief of ‘Together We Progress’, and I believe the lessons we can take away from this incredible tale of forgiveness, justice, and kindness are especially apt in the times that we are living in today.”

Meanwhile, Tjer, head of creative at FCB SHOUT, commented, “The way we approached this story was very different from the other RHB festive films that we’ve done. This time, because we couldn’t write a better story even if we tried, we simply allowed art to imitate life. With Ahmad Zaharil himself as our consultant, we stayed as true to the real case as possible.”

He added, “As such, we didn’t have to take a lot of creative license to turn this true story into an engaging and entertaining piece that is fit for the Hari Raya occasion. Instead, we spent a lot of time working with our production partners at D Moving Pictures and GT Records to find the most engaging way to craft an emotionally charged film that would do justice to the life-changing actions of the protagonist and the unbelievable outcome that followed.”

Lastly, Ong Shi Ping, co-owner and chief creative officer of The Shout Group and FCB SHOUT, said, “The hallmark of progress is measured by how far we are willing to go to help another person, even when they can offer us nothing in return. I believe that Ahmad Zaharil’s story is beyond just a great festive film, as it is also a timeless reminder of the power of simply being human.”

Kuala Lumpur, Malaysia – Julie’s is shaking up the scene once again with its latest must-watch Hari Raya short film called “Iklan Raya A.I.dilfitri” (A Raya A.I.dilfitri Ad). In this highly anticipated release, the brand continues its tradition of pushing boundaries and sparking conversations through compelling storytelling. 

The film, conceptualised alongside GOVT Singapore, follows the journey of a fictional marketing team at Julie’s who are on a quest to create the perfect Hari Raya advertisement using generative Artificial Intelligence (AI), AdGPT. The short film delves into the struggles of the marketing team as they attempt to break free from the ideas suggested by the AI that focus on traditional gender roles during the festive season. 

Despite their multiple efforts to manually edit the prompt and content, the AI-generated ads consistently emphasised these stereotypical Hari Raya scenes of women cooking in the kitchen and men engaging in lighter tasks in the living room amongst many other stereotypes, reinforcing outdated gender norms.

In a compelling twist when trying to fix the AI, the team finds themselves immersed within the AI realm itself, encountering a child, the embodiment of the AI. Through this encounter, they discover the root cause of the biased AI-generated content which stems from years of societal conditioning and ingrained stereotypes. 

Despite all that, they discover a beacon of hope: changing these outdated views is possible. Through positive narratives and reinforcement, particularly during celebrations like Hari Raya which emphasises forgiveness and renewal, these biases can change.

Tzy Horng Sai, director of Julie’s Biscuits said, “This marks Julie’s fourth year producing short festive films of this nature. We are passionate about continuously using our platform to spark meaningful conversations and drive positive change. In crafting this year’s film, we aimed to shed light on society’s role in perpetuating gender stereotypes while advocating for gender equity, all while honouring traditions.”

Sai added, “We hope it serves as more than just entertainment; let it be an inspiration for change. By teaching and modelling equality, we hope to lend a hand in creating a future where there are fewer assigned gender roles, where women and men can both contribute equally in their own ways.”

Meanwhile, Kevin Poh, group creative director at GOVT, commented, “When we started brainstorming for this, we were surrounded by debates and discussions about AI and were particularly interested in the gender and cultural biases found in AI. Through testing, we spotted gender stereotypes in the generated results despite trying to reword our prompts. We quickly realised a fundamental truth: AI learns from humans and mirrors our biases. The good news is, AI can learn to unlearn those biases if we can too.”

He added, “Since Raya is also about renewal, we thought it the perfect timing to reflect on these biases and start a clean slate about the way we see and talk about gender — in a way that’s meta, self-referential and, as always, loads of fun.” 

Jakarta, Indonesia – Online fashion and lifestyle retail company ZALORA launched its ‘ZALORAYA 2024’ campaign, aiming to showcase its festive modest wear collections for the Hari Raya season.

As modest wear continues to grow in popularity across the region, this year’s ZALORAYA features a diverse range of pieces from 19 renowned brands, including ZALORA’s private labels, and established and emerging local designers from Malaysia and Indonesia.

Indonesian labels, Ria Atelier and Embara, and Malaysian label, FM by Fuzana Mokhtaza, will also be part of this year’s ZALORAYA collections for the first time. Additionally, there will also be exclusive pieces from popular Malaysian designers Neelofa, founder of Naelofar, and Tom Abang Saufi.

ZALORAYA’s regional-wide campaign also includes both online and physical activities. In Malaysia, this includes a fashion showcase in Sentul Pavilion in Kuala Lumpur, exclusive benefits for VIPs, such as early access to the collections and the chance to attend the exclusive fashion showcase, and exciting giveaways throughout Ramadan, to celebrate the launch of this year’s collection.

In Indonesia, there will be a ZALORAYA 2024 pop-up store and fashion show at Kota Kasablanka in Jakarta, which will also showcase pieces from local designers and brands as part of ZALORA’s commitment to support the Indonesian government’s ‘Bangga Buatan Indonesia’ (Proudly Made in Indonesia) campaign.

Talking about the campaign, Mia Lim, category manager for Modest Wear at ZALORA, said, “Being Asia’s fashion expert, ZALORA recognised the immense opportunity early on in catering to the diverse needs and tastes of our Muslim consumers. Since launching our modest wear category in 2014, we have been seeing positive growth.”

“From our early foray into modest wear to our ongoing collaborations with local designers, we remain committed to growing this vibrant market segment and leading the way in shaping the industry in this region”, she added.

Jakarta, Indonesia – Online fashion and lifestyle retail company ZALORA has kicked off its ‘Zaloraya – Celebrate love that never goes out of style’ campaign, welcoming the Ramadan festivities with exclusive item deals, designer collaborations, as well as a campaign film. 

In the film, ZALORA showcases a relatable bond between two sisters across the years, with Hari Raya further strengthening the genuine love that they don’t usually show for each other on normal days. 

Going into detail, the film follows younger sister Aamina, who complains about always having the same dress as her sister Aisha as they grew up. After some time, Aamina finally changed up her style and even went to further lengths to show that she isn’t like her sister in mischievous ways.

During Hari Raya however, the sisters exchanged gifts and realised that they had accidentally bought each other the same blue dress. This made both of them laugh and made Aamina realise that it’s also beautiful when things stay the same.

This campaign film emphasises ZALORA’s campaign for Hari Raya 2024, showing audiences that celebrating and loving tradition never goes out of style. 

‘Zaloraya – Celebrate love that never goes out of style, will be running until mid-April on ZALORA’’s social media platforms where the brand aims to captivate followers with engaging Instagram stories and TikTok challenges.

Talking about the campaign, Achint Setia, chief revenue and marketing officer at ZALORA, said, “Zaloraya transcends mere fashion; it’s a timeless celebration of enduring love and style. From our meticulously crafted films that embody this sentiment to our dynamic events that breathe life into our collections, we’re deeply honoured to resonate with the hearts of our customers.”

Kuala Lumpur, Malaysia – In collaboration with agency TBWA\Malaysia, insurance company Tune Protect has launched its new campaign capturing the excitement of the Raya season while reminding travellers of the importance of being protected by motor insurance.

The ad featured Tune Protect’s Mascot, a pally, affectionate thumb named T.P. which served as a symbol of ease to access the digital ‘Motor Easy’ Insurance package. 

Throughout this execution, T.P. adds his own local twist to the traditional greeting of Selamat Hari Raya to express Selamat Cover Raya – a nod to the Tudung Saji, a practical, yet central item used to cover and protect food in every Malay household.

“As digital insurance becomes increasingly popular amongst the zillenials, Tune Protect’s Raya campaign affectionately captures the excitement and cheerful buzz in anticipation of family and friends coming together, positioning the brand as a favourite amongst this generation,” said Hui Tsin Yee, chief executive officer of TBWA\Malaysia.

Fazlee Sabbaruddin, deputy executive creative director of TBWA\Malaysia, also commented, “An essential connector for all Malaysians, especially throughout the Hari Raya festival is food, during large extended gatherings, food is always covered and protected by an everyday household item, the tudung saji.”

Sabbaruddin added, “In the context of the campaign by playfully swapping words, T.P.’s intent is to reinforce the importance of insurance cover to protect everyone as they make their journey this Hari Raya. Leveraging this emotion, while balancing the significance of being protected by insurance, our messaging broke the conventional standard insurance message with local allegory and vibrant quirky visuals.”

Rohit Nambiar, group chief executive officer of Tune Protect also said that the month-long campaign is part of the company’s ongoing efforts to educate and create awareness on the importance of road safety, and having the right insurance protection in the journeys back to their loved ones.

“Sending that message in a fun and quirky way through the campaign ties back to what we stand for as a brand and in tune with the joyous Hari Raya celebration,” Nambiar concluded.

Kuala Lumpur, Malaysia – The celebration of the Hari Raya festivities this 2023 has just ended, and with that we have been blessed with an array of ad films that celebrate the values and teachings of the Raya season–whether through laugh-inducing commercials or through feature-length emotional ones.

To celebrate the diversity of these Raya ads, video streaming platform YouTube has released its top ads on the platform. Listed alphabetically, the ads feature various depictions of the Muslim celebrations whether through purposeful teaching, viewer relatability, or simply all about ‘just-feel-good’ vibes.

BHPetrol – BHPetrol Hari Raya Video 2023

“There will always be light at the end”. This is the overarching message of this ad from local petroleum company BHPetrol. After a series of misfortunes while on the road, a man finds himself stranded without fuel in his car. As he shouts in frustration, a man he nearly hit with comes to his rescue with a bit of fuel to take as far as the vehicle could. Realising how much good there is, he calls back to his family apologising for his rudeness during an earlier call and promises to return in time for the Eid celebrations.

BSN Malaysia – Iklan Raya BSN 2023 | Salah Siapa?

This hilarious ad from the government-owned bank BSN Malaysia shows that regardless if someone bought the wrong dessert for the festival meal or changed the colour theme for the living room, what’s more important is that the family stays together in celebration.

Bulan Bintang – Bulan Bintang Raya 2023 – Raya Macam Star

Conceptualised by Mediabrands Content Studio (MBCS), this maiden ad film from this local clothing line is a timeless boy-meets-girl tale that aims to make everyone feel like a star when wearing the Bulan Bintang collection this Raya.

ERA Foods Malaysia – Tetamu | ERA Raya 2023

This emotional ad from food FMCG company ERA Foods, which shows how a man’s poverty is not a hindrance to help others: all in the name of practising the teachings of Allah on giving to those who need most.

Etiqa – Etiqa Raya 2023 – Panorama Abah Den

While most families return to their villages during the Raya festivities, this ad from insurance company Etiqa depicts a situation where the festivity is celebrated in the Malaysian capital of Kuala Lumpur. What starts out as a humorous tale of city sightseeing turns into an emotional tale of why this city visit matters.

HRD Corp – HRD Corp Raya 2023: Peluang Kedua

An emotional ad from the Human Resource Development Corporation (HRD Corp), this four-minute ad teaches viewers the value of second chances–as there is still time left to try, time left to fight.

Julie’s Biscuits – Raya 2023 | Kisah Raya P.E.R.I.T | [BM Subs] | Julie’s Biscuits

Conceptualised by GOVT Singapore, this newest Raya ad from the local biscuit brand brings to attention the challenges that one faces as a single parent such as the typical, yet critical judgements usually dished out to single parents, especially during the festive season.

PETRONAS – PETRONAS RAYA 2023: Dilema Irama

The local energy group PETRONAS has released yet another great emotional Raya ad: this time focusing on the timeless power of music: regardless of genre and time period. The ad, conceptualised alongside Mediabrands Content Studio (MBCS), is a sweet tale of a father and son music duo who find reconciliation in the music passion they have.

Puteri Malaysia – Puteri Raya 2023 – Puteri Mana Yang Hebat | Iklan Ramadan | Hari Raya 2023

For food company Puteri, their Raya ad is all about the message of building these familial relationships during the festive season–even if it means coming from recent misunderstandings.

Saiji Malaysia – Iklan Ramadan SAJI 2023 | SABAR

Lastly, this ad from cooking oil brand Saiji teaches viewers on the virtue of patience and the importance of always practising such virtue–even when faced with everyday challenges and issues.

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The list showcases the most engaging ads that people choose to watch 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 extracted on April 27, 2023 and captures data from March 22 to April 25, 2023.