Tag: Hari Raya

Kuala Lumpur, Malaysia – Beauty and wellness brand Beauté Library has released its humorous advertisement titled ‘Oooh-mazing Raya’ that captures the essence of Raya celebrations in a refreshing and playful way. 

The advertisement revolves around the main character, Wani (played by actress Riena Diana), and her family, as they celebrate Raya together. The ad starts with the narrator’s playful interaction with Wani and her family, showcasing how they are amazed at the way she manages to look flawless despite the hectic day they have had. 

The storyline takes a humorous turn as Wani reveals her secret to looking fabulous, Beauté Library’s PicoSpot treatment.

“We are thrilled to present our ‘Oooh-mazing Raya’ advertisement, which offers a fresh and humorous take on Raya celebrations while highlighting the beauty and wellness solutions that Beauté Library provides,” said Wilson Lee, CEO of Beauté Library. 

Lee added, “In fact, this is our first major Raya campaign for the brand. As a talented actress with a dynamic personality, we are confident that Riena Diana’s involvement will help us reach a wider audience and achieve our campaign goals.”

As part of its Raya campaign, Beauté Library will be promoting the PicoSpot Pigmentation Treatment through paid advertising, social media channels, radio ads, billboards, print ads, and roadshows.

Kuala Lumpur, Malaysia – Sime Darby Auto Connexion (SDAC), the sole distributor of Ford in Malaysia, has launched its latest campaign to commemorate the Raya celebrations. The campaign was done in collaboration with Initiative, the media agency within the IPG Mediabrands network.

With the theme ‘More than you expect’, SDAC and Initiative worked with key opinion leader (KOL) Chubb-E. The release intends to send Raya wishes to consumers as they make their way back to their hometowns (balik kampung) while sharing key safety and product features of the Next-Generation Ford Ranger.

The lyrics were written and composed by Chubb-E, who also performed and produced the video. The 23-year-old digital artist is well-known in the Malaysian media scene and as a digital influencer, singer, and composer.

“Amidst the Raya videos that fall on comedy, and the majority that pull on your heartstrings, we’re excited to be a part of something that cuts through the noise and is culturally current and relevant,” said Darren Yuen, chief executive officer of Initiative.

He added, “The team has pulled together a dual language music video that speaks to the younger generation with its street-cred lyrics – think fleek and lit – and leverages on the popularity of Chubb-E who has a strong following with Malay grassroots.” 

Meanwhile, Queenie Tham, head of marketing communications at Sime Darby Auto Connexion-Ford said that they wanted to show the Next-Generation Ranger in a new light this Raya, how it can play a part in many aspects of life, being truly ‘more than you expect’ in a pickup truck. 

“Next-Gen Ford Ranger and Raptor have many first-in-class and best-in-class technologies and features suited for the dynamic lifestyle of society today. The Initiative team and Chubb-E have really done a wonderful job to translate our key messages into a catchy, trendy song that is more than just a jingle,” Tham added.

Complementing the music video, a week-long radio campaign has launched on ERA FM and with Astro Lifebytes to promote Raya safety messages during the festive period and educate listeners on the Next-Generation Ranger features.

SDAC Ford’s new music video can be viewed via Ford Malaysia’s social media channels.

Kuala Lumpur, Malaysia – In collaboration with Mediabrands Content Studio (MBCS), the media-fuelled creative content practice within the IPG Mediabrands network, Malaysian oil and gas company PETRONAS has unveiled its new festive short film for Raya.

Titled ‘Dilema Irama (The Rhythm Dilemma)’, the film sees friction ensue between a man, Gambus, a traditional Malay musician, and his son Nadim, a musician of modern-day genres. 

When Nadim reluctantly agrees to play the gambus (a lute-type traditional Malay instrument) for his father’s traditional music group, their artistic differences lead to deeply hurt feelings and a conflict of generations.

“In planning for this film, we took a deep look into our local culture to explore different heritage elements that need to be preserved. The traditional arts are slowly diminishing, as interest wanes with each generation, with most moving on to modern instruments and art execution for mass appeal,” said Ahmad Nazril Ibrahim, executive creative director at MBCS.

Ibrahim also mentioned that the film was an opportunity for them to showcase the gambus, a special instrument that is native to the state of Johor, as a juxtaposition of traditional versus modern music

“The sentiment has been very encouraging, with viewers requesting the songs for their Raya playlists. We hope this brings renewed interest in traditional music as we find new spaces to appreciate and preserve our culture, not just over Raya,” he added.

The film anchors on PETRONAS’ festive theme of the year, ‘Roots of Our Future’ which highlights and embeds the richness of heritage, customs and culture into all the festive films of 2023.

Alongside the film, three songs featured within have been released separately, with the soundtrack playlist for Dilema Irama available on various audio channels. ‘Dilema Irama’ can also be viewed on PETRONAS’ official social media channels.

Kuala Lumpur, Malaysia – Another Raya campaign is gracing our screens. The love and care for family are one of the biggest reminders of the Hari Raya celebrations and Zurich Malaysia, the insurance provider, has unveiled a short film on a rather mellow touch circling the theme and one that truly tugs at the heartstrings. 

Done in collaboration with Mediabrands Content Studio (MBCS), the brand’s heart-warming film titled ‘Kepulangan’, or which means ‘The Return’, centres around Zurich’s Raya theme of embracing togetherness. The film tells the story of Zyra and her in-laws as they navigate the emotions surrounding the passing of her husband, the son in the family. Through these emotional upheavals, she discovers upon returning to his family home that, in the end, they will always belong together as a family and that the bond of a family is forever.

Christopher Chong, associate creative director of MBCS, shared that when they put the script together, they thought about what it really is that ties people together. 

“Love and connections are sometimes bridged by a spouse, parent, or friend, but what happens when that bridge is gone? Our story is meant to show that while there might be uncertainties in life, one can still have peace of mind with preparedness, and the underlying love of family will always be there, to help you find togetherness, even if not bound in blood,” said Chong. 

Meanwhile, Zurich CMO Thai Mei Lih, said, “At Zurich, we understand the importance of family, and the ties that bind us. When there’s safety, security and protection in place, families and loved ones can truly embrace togetherness with certainty and peace-of-mind. The MBCS team have managed to deliver a film that speaks to this message that’s at the very heart of what Zurich stands for.”

Chong further adds, “This message of the return is deeper than just returning home for Raya, it speaks to the return, and the coming together as a family, even when things don’t go as planned. We hope all Malaysians enjoy the film this Raya and cherish the important messages of family and love within.”

This isn’t the first film that MBCS has launched for a brand amidst the commemoration of Hari Raya in Malaysia. Recent collaborations for Raya include those of personal care brand Safi and local clothing line Bulan Bintang

Kuala Lumpur, Malaysia – Who would’ve thought visualising our favourite food as rappers, and more so, engaging in a rap battle? As the celebration of Hari Raya further approaches, local telco brand Yoodo did just that. 

The premise of the ad’s narrative goes Malaysians’ most favourite delicacies are personified as popular rappers and battle it out to be called the ultimate favourite Raya food. 

For example, the famous dish Nasi Lemak becomes ‘Nasi Menaj’, a quirky jab at the famous rapper Nicki Minaj. But she is only rapper no. 4. Others that can be seen playing it in Yoodo’s rap battle are Kendrick Lemang, KeTupac Syukur, Post Malontong, Sotorious B.I.G., and Dr. Drendang. 

“As Malaysians indulge in a mouth-watering spread of savoury delicacies this festive occasion, Yoodo is bringing to the party their witty Rap Off Hidangan Raya music video featuring some of the fiercest and finest ‘rappers’ who will slay with their slick rhymes, smooth flow and rapid-fire beats as they battle it out,” said the digital mobile service that is powered by Celcom. 

Head of Yoodo Chow Tuck Mun shared that with the new Raya ad, they wanted to infuse the brand’s cheeky DNA into the rap battle by adding a twist to the Malaysian favourite Raya dishes highly debated as the ‘best’. 

“These talented ‘rappers’ are primed to deliver an electrifying rap showdown that will have you on the edge of your seat as they unleash their incredible lyrical prowess! Their unmatched skills of wit, wordplay and flow will undoubtedly take this rap battle to the next level,” said Tuck Mun. 

In celebration of the religious holiday of Muslims in Malaysia, numerous brands have unveiled their share of the commemoration. Pepsi Malaysia, for example, delivered a strong message about spending more time with family through its offline ‘challenge’. Meanwhile, others like Julie’s launched an ad that aims to break stereotypes about atypical families. 

Every year, around the month of May, YouTube rounds up the top Hari Raya ads in the market through its Ads Leaderboard. 

Kuala Lumpur, Malaysia – Our mobile devices are now our lifelines but in order to have a healthy and balanced connection with the world, the challenge continues in maintaining an optimum amount of screen time. As Hari Raya and Eid Al-Fitr celebrations come around the corner, this bears greater importance as people look for ways to reconnect with loved ones. Pepsi Malaysia’s new digital initiative might just help. 

Together with creative agency FCB SHOUT, the beverage brand cooked up a campaign that will incentivise consumers for putting their phones down and spending time offline. Called the ‘Build Real Connections with Pepsi’ campaign, at the heart of it is a challenge that would reward the participant with the most number of hours spent offline. 

The challenge runs through a website that incorporates the motion-sensing technology in-built with every smartphone, revealing a timer that tracks the offline hours spent as users begin the challenge. Whenever users move their phones, the timer stops upon the detected motion and they will be prompted anew to go offline. As users accrue their offline hours, they’ll be able to increase their ranking and have the chance to bag an all-expenses-paid trip for 2 to Japan and other prizes that amount to up to RM100,000.

“If there’s one thing we’re absolutely certain of, it’s that everyone is extrinsically motivated. With this in mind, there’s no better way to urge Malaysians to disconnect from their devices than using technology to tackle the use of technology, and rewarding their efforts to enrich real and meaningful connections during the festivities,” said Jonathan Chan, associate creative director of FCB SHOUT.

On top of the main feature of the campaign, users are able to contribute to a good cause through their participation. For every hour offline, Pepsi, together with participating NGO partners, namely Kechara Soup Kitchen Society and The Lost Food Project, will donate a meal care pack to the underserved communities. Each meal care pack is made to provide sustenance to those in need for at least one or up to six weeks. 

“As the festive season of Raya approaches, we know that it’s a cherished time for families to bond, celebrate, and show compassion to those in need,” said PepsiCo Malaysia’s Beverage Marketing Lead, Jennifer Lee.

“At Pepsi, we’re proud to combine these heartfelt traditions through our ‘Build Real Connections with Pepsi’ campaign. We invite you to pledge your commitment to rekindle the warmth of family gatherings while extending a helping hand to our communities. When you disconnect from digital distractions, we will donate meal care packs, and you will also stand a chance to win fantastic prizes! Let’s embrace the spirit of Raya together.”

Pepsi Malaysia’s Raya Film

The campaign is currently running and will be active until 7 May 2023. Within the campaign is also Pepsi’s Raya film, which emphasises the importance of prioritising real-life connections over virtual ones. 

The global Pepsi brand has recently endeavoured to a brand refresh. The overhaul came with a new logo and visual identity that is taken after its branding history that spanned a 125-year period. 

The new visual identity which will introduce an updated colour palette and adopt a new typeface is part of the brand’s 125th anniversary. This comes alive in North America and globally by 2024. 

Kuala Lumpur, Malaysia – In conjunction with the upcoming Raya season, personal care brand Safi has unveiled its ‘Vass-tacular’ (spectacular) brand film, crafted by the media-fuelled creative content practice within the IPG Mediabrands network, Mediabrands Content Studio (MBCS).

The #SafiRayaSupaVass campaign is anchored on the viral ‘Vass’ catchphrase that translates to looking and feeling spectacular, glamourous, and fabulous, which took the Malaysian female community by storm. This Raya, Safi has transformed Vass into a call of empowerment for women to go all out to embrace their beauty, with the ‘magical touch’ of Safi’s hair care product Shayla SUPA. 

The campaign comes to life in the form of an epic musical titled “Jodoh Syafideralla”, based on the well-known tale of Cinderella, featuring a stellar cast of celebrities such as ongoing Safi ambassador Aniq Suhair, local celebrity Kilafairy, and upcoming content creator Sofea Shaheera who is well known amongst Gen Z’s.

“It truly warms the heart to see our Muslim friends go all out this year in their Raya celebration preparations. As the agency that builds product relevance and resonance with audiences, we wanted to make sure that Safi Shayla Supa would be able to rise on this wave of vass fabulousness, and we have succeeded in doing so with this Raya musical extravaganza,” said Lyndy Tan, associate creative director of MBCS.

Saki Goh, senior general manager of marketing at Wipro Unza also said, “The Raya festivities have been long-awaited, and we have always strived to make our Safi Raya film one of the most anticipated of the season.”

She also added that the MBCS team has captured this first introduction of Shayla SUPA in a ‘catchy, creative and truly vass’ manner in order for the brand to emotionally connect with its female audience.

The #SafiRayaSupaVass: Jodoh Syafideralla is now live on Safi’s official social media channels.

Kuala Lumpur, Malaysia – Continuing its tradition of creating provocative festive campaigns, Malaysian biscuit brand Julie’s has launched its latest short film called Kisah Raya P.E.R.I.T (A Raya Story of P.E.R.I.T), a part of the brand’s annual Hari Raya campaign and ongoing efforts to break down stereotypes that people often face during the festive season.

‘Kisah Raya P.E.R.I.T’ is produced in collaboration with GOVT Singapore, the creative agency that helped create Julie’s multiple thought-provoking festive campaigns.

This year’s short film features Timah and her daughter Farah, bringing the audience on a journey through their ‘balik kampung’ drive to attend Hari Raya celebrations throughout the years. The film brings to attention the challenges that Timah faced as a single parent such as the typical, yet critical judgements usually dished out to single parents, especially during the festive season.

Affected by the challenges faced during Hari Raya, this single mother goes out of her way to delay her trip every year to ensure that she spends less time with family members. The film done in both comedic and sentimental fashion shows how the single mother as part of this secret society called P.E.R.I.T (Persatuan Rahsia Ibu Tunggal) looks to end Hari Raya celebrations in 2023.

“We have always used our creative short films to showcase stories of empowerment. This year, Kisah Raya P.E.R.I.T features the trials and tribulations of a single parent celebrating Hari Raya. We hope this will inspire people to be more understanding towards each other,” said Tzy Horng Sai, director of Julie’s Biscuits.

Sai also added that through the short film, the brand invites viewers to practise forgiveness, embrace the diversity that exists within families and appreciate family members for who they are.

Joy Sng, business director at GOVT also commented, “With a brand like Julie’s Biscuits, that believes in building a more open and inclusive world, each year, we aspire for our Raya films to challenge conventions and address uncomfortable topics that people tend to avoid or ignore.”

She added, “Taking insights and stories from conversations we’ve had with various single parents, our film this year aims to shine a light on the stigmas and challenges of single parenthood, told through a love letter between a mother and daughter.”

Kisah Raya P.E.R.I.T is now available for viewing on their official YouTube channel. The campaign follows Julie’s Hari Raya campaign last year titled ‘Ini Iklan Raya Baru, Tau?’, which was targeted at debunking traditional stereotypes about gender roles.

Malaysia — Telekom Malaysia (TM), has produced a heart-warming Hari Raya film that incorporates Kufi, a type of early Arabic calligraphy, in an innovative way to unite the cultures of the past with the technology of the future. The campaign was created, handled, and executed by brand and customer experience agency, VMLY&R.

The short film entitled ‘Dari Hati’ or From the Heart, is part of the TM’s wider Festive Campaign for 2022 – which encompasses all the main festive celebrations in Malaysia, including National Day.

The short film revolves around a young man, Iqbal, and his ruminations on life and his purpose. His mum then rings, asking for help clearing out the workshop of his deceased father, who was an artist. By revisiting the workshop and being inspired by his father’s art to create tech Kufi versions of his own, Iqbal reconnects with his family, his heritage and above all his father’s values of doing everything with wholeheartedness and sincerity.

VMLY&R’s proprietary ‘Muslim Intel Lab’ insights helped shape the idea, that Malaysians have one intangible heritage that is passed on from every generation: Words of wisdom. This is an important pillar of the Malay community as it forms and guides everything that they do in life. Through this, the agency found a way to turn this intangible heritage into a tangible end product with the Kufi generator.

Kenni Loh, CEO of VMLY&R Malaysia, shared, “Our proprietary ‘Muslim Intel Lab’ provided a valuable insight that inspired us to find a solution that could convert the intangible, a heritage passed down through the generations, into the tangible. Our goal was to honour and celebrate Aidilfitri in a unique and interesting way and get our audience to not only enjoy the touching and meaningful Raya film but also share their own words of wisdom thanks to the world’s first Kufi generator.”

Together with TM, VMLY&R co-created a proprietary platform, Artificial Intelligence Visual to Extralinguistic Experience (A.I.VEE) that allows users to key their words of wisdom into a special page on the TM website that then converts their submission from text into beautiful Kufi. They can then customise, download their personalised Kufi design and share them with their friends and family.

KC Aui, executive creative director of VMLY&R Malaysia, said, “Many brands just produce a TVC for Raya, but we wanted to build on that in an innovative way. We wanted to celebrate the culture of sharing words of wisdom from our elders by converting them into another form of Malay heritage: turning Jawi (the traditional way of writing Malay script based on Arabic letters) into beautiful Kufi art.”

Commenting on the project, Shanti Jusnita Johari, CMO of Telekom Malaysia, said, “We want to highlight and celebrate Malaysia’s many cultures and heritage during a festive season when people are more attuned to the idea of how culture connects our humanity and brings families closer together. We also want to demonstrate TM’s role as the enabler of technology, by empowering Malaysians to use technology to create art pieces.”

Since its launch for Hari Raya, the film has garnered over 2 million views, and over 700 pieces of original Kufi art have been created. VMLY&R developed the first of its kind Kufi generator using A.I.VEE technology and building the microsite.

Kuala Lumpur, Malaysia – Southeast Asian eCommerce platform Lazada has released a video campaign in celebration of this year’s Hari Raya Aidilfitri, a religious holiday celebrated by Muslims in Malaysia.

In collaboration with creative and media agencies Ensemble Worldwide and Universal McCann under IPG Mediabrands network, the integrated campaign “Tambah ke Troli, Bertambah-tambah ke Hati” (Add to Cart, Add to Heart) has been localised to make it convenient for Malaysians to shop for their Ramadan and Raya essentials. Each item added to cart represents their needs, interest, passion, and hopeful aspirations to add value, happiness, meaningful moments and elevated experiences when receiving and using it this festive season and beyond. 

The campaign also encouraged customers to extend their generosity through digital giving via Lazada4Good by donating to the NGOs distributing Ramadan assistance to communities in need. In addition, the ‘Lazada Roadshow Bertambah-Tambah ke Hati’ created a unique omnichannel O2O experience through its campaign touchpoints via the use of QR codes to link items featured in the film, videos and roving roadshow to be scanned for real-time purchase on the Lazada app. 

Phang Mei Jeng, managing director of Ensemble Worldwide, said, “We saw a big opportunity for this year’s Ramadan and Raya to be more meaningful and engaging, especially as most have missed out on big celebrations and social gatherings for the past two years. 

According to Jeng, the campaign is more than the sum of its parts as it has managed to connect and build brand affinity with the local Malay community and the younger generation in a way that has been truly missed over the past two years.

For the first time, a Ramadan and Raya offline-to-online (O2O) shoppable showroom on wheels was introduced as part of the Lazada roadshow, featuring displayed items to be purchased. Similar to the campaign videos that feature QR code leading to Lazada’s Raya campaign page, visitors to the bazaars were able to physically touch and feel the products before scanning the code to make a purchase of limited Raya deals on the Lazada app. The roadshows included a host of on-ground activities for the public, and livestreaming for the online audience.

The integrated campaign also featured bite-size videos created to spread awareness on the ongoing Ramadan offers, radio spots, Digital Out-of-Home (DOOH), and interactive quizzes through Lazada livestream.