The film tells the story of Hidayah, a mother who journeys through her Raya memories inside a symbolic Pusat Simpanan Memori—a space where moments from different stages of life are stored and revisited. 

Guided by a customer service officer named Zamri, she moves through key Raya memories shared with her son, Azmir—from warm, joyful celebrations in his childhood to quieter, more distant moments as he grows older and becomes less present. As the journey unfolds, gaps and glitches begin to appear in these memories, subtly reflecting the emotional distance that has formed over time.

At the heart of the story is a janji—a promise that Hidayah believes anchors her memories and keeps them intact. The narrative reaches its turning point when Zamri is revealed to be Azmir himself, bringing memory and reality into confrontation. Through this realisation, the film reflects on a simple but powerful truth: memories are not preserved by nostalgia alone, but by presence, patience, and commitment.

Continued tradition of self-reflection

Speaking to MARKETECH APAC exclusively about the campaign, Sai Tzy Horng, director of Julie’s Biscuits, highlighted the continued theme of its Raya campaigns on taking the time to pause and reflect. It should be noted that its last year’s campaign focused on a journey of self-reflection and self-forgiveness by reminding everyone that while Raya centres on forgiving others, people forget to extend the same grace to themselves.

“This year, the film takes a more restrained and inƟmate approach, centred on memory, ageing, and Alzheimer’s Disease which is an unspoken reality within many families. Rather than portraying the condition directly, the story reflects how presence can waver and return, and how love finds its way back through familiar promises, even as memory shifts,” he explained.

Sparking meaningful conversations amid festive season

When asked about why it was important for the brand to tackle the message of acknowledging unspoken emotions for their Raya campaign this year, Sai said that using their platform to spark meaningful conversations has always been part of Julie’s Raya storytelling. 

Moreover, he notes that through this film, they hope to gently raise awareness and encourage conversations around presence, understanding, and compassion—especially towards parents and elders. 

“Over the years, we’ve touched on themes such as women empowerment, gender bias, single parenting struggles, society and self-reflection stories that exist quietly within society but resonate deeply when acknowledged. Raya is a season deeply associated with forgiveness and reconciliation, yet many emotions remain unspoken within families. Our focus is to acknowledge these silent realities that many experience but rarely talk about,” he explained.

Creative process behind the campaign

Speaking about the campaign’s creative process, Sai mentioned how they made sure that Raya remained as the emotional foundation of the campaign by making sure key elements are present throughout the film’s duration.

“During the film’s creation process, we ensured that Raya remained the emotional foundation of the story by anchoring every key memory in familiar Raya moments where Julie’s Love Letters are seamlessly integrated into these settings, shared at the table, during conversations, or even used as a keepsake tin (which is common in Malaysian households) ensuring the festive spirit of Raya remains present throughout the emotional journey,” he said.

While the film continues to progress its storyline, Sai continues to stress how these moments ensured that Raya still remained centre at the film’s overarching theme.

“As the story moves across different stages of Hidayah and Azmir’s lives, Raya remains the constant thread. While the dynamics within the family change over time, the rituals of Raya continue to return—reinforcing the idea that the festive season is a recurring moment of reunion, presence, and connection,” he added.

The campaign was done alongside VCCP GOVT with production by Fastman Studio. For Sai, they made sure to approach the topic of Alzheimer’s Disease in a tasteful and sensitive manner, injecting humour for better audience engagement and the usage of layman visualisation to broadcast on the emotional experience of memory, how it fades, returns, and is anchored by love and promises. 

“This led to the creation of the Pusat Simpanan Memori as a metaphorical space, allowing audiences to intuitively understand the condition without direct explanation,” he remarked.

He also added that as the film is told through metaphor and lived moments, the story remains warm, human, and emotionally accessible.

“By centering the story on Hidayah’s happiest and most meaningful Raya memories, the film reflects how emotionally significant moments—especially those tied to family and rituals— can remain vivid even as details become fragmented,” he said.

Using storytelling to better connect products to consumers

It is worth noting that this year’s Raya campaign is the sixth in Julie’s Biscuits’ series of Raya storytelling with Julie’s Love Letters, celebrating the moments that make the season special.

“Love Letters have long been part of Raya—whether as gifts, festive snacks, or treats to enjoy while watching TV. This festive season, the film “Kenangan Tu Ke Mana” highlights the love and promises, meaningful moments with loved ones,” he said. 

He concluded, “It inspires audiences to pick up a pack of Love Letters, share it with family and friends, and sit together to watch the film—because sometimes, it’s these quiet, shared moments that create the memories that last.”

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Created for Raya, the film approaches the festive season from a quieter and more reflective perspective. While it centres on themes of memory and ageing, its intention is not to speak loudly about these realities, but to acknowledge the unspoken emotions that often exist within families—especially during a season associated with forgiveness, reflection, and togetherness. 

Shaped with restraint, the narrative invites viewers to connect through familiarity and lived experience, positioning Julie’s as a quiet yet constant presence within the moments that truly matter.

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This is exactly what popular brand Julie’s Biscuits had in mind for the promotion of their new savoury sandwich flavours: Sweet Chilli Cheese and Sour Cream & Onion. Instead of using passive promotion, the brand embarked on rolling out a real-life skateboard park in a mall to connect with younger audiences, as well as embed the product launch into lifestyle narratives.

The Challenge

In early 2024, Julie’s set out to disrupt Malaysia’s biscuit market with the introduction of two bold,  savoury sandwich flavours—Sweet Chilli Cheese and Sour Cream & Onion. Unlike the sweet sandwich biscuits Julie’s is known for, these products were designed for a new generation of snackers: young, on-the-go consumers looking for savoury alternatives.

The key challenge was how to introduce a category-breaking product in a memorable, culturally relevant way that would shift brand perceptions and build awareness among a younger, lifestyle conscious audience.

The Objective

The goal wasn’t just to drive sales—it was to signal that Julie’s is no longer just a household biscuit brand, but a trend-savvy innovator willing to take risks. With that in mind, the brand had to:

• Create buzzworthy awareness for the new savoury SKUs.
• Drive physical trial and purchase in retail.
• Connect with youth culture, especially Gen Z audiences.

To achieve this, Julie’s needed a brand experience that could turn heads, invite interaction, and embed the product launch into lifestyle narratives.

The Methodology

To launch their savoury biscuits with impact, Julie’s conceived a bold, first-of-its-kind idea:  building a real skateboard park inside a shopping mall. The launch campaign was designed not just around flavour, but around flavour meets movement. Skateboarding represented the perfect subculture to reflect the boldness and energy of their new biscuits—fast, stylish, unapologetically different.

With that in mind, the launch campaign was based on its four pillars for consideration:

1. Cultural Relevance: Skateboarding is an emerging subculture in Malaysia with strong youth appeal. We identified an untapped opportunity to align Julie’s with that scene—something no other biscuit brand had attempted.
2. Product-Personality Match: Both new flavours were dynamic, unexpected, and bold—qualities we mirrored in the experience through edgy design, vibrant merchandise, and high-energy performances.
3. Retail Integration: Product sampling and giveaways were embedded throughout the experience, converting participants and audiences into customers.
4. Street Art & Local Talent: Collaborations with visual artists like Zozo and Cloakwork brought authenticity and shareability to the event, anchoring the campaign in local creative communities.

The Execution

Julie’s transformed Sunway Pyramid’s Blue Concourse into a live-action urban skate experience—a feat rarely seen in Malaysian mall activations. The space was converted into a mini skate zone complete with ramps, rails, branded boards, and safety-guided zones.

Morever, it was designed in collaboration with local skate professionals, and drew numerous of riders and captivated bystanders. Daily pro skate showcases and beginner clinics also helped attract audiences of all skill levels.

At this skateboard experience, visitors also received biscuits for sampling and participated in interactive games like ‘Biscuit Ninja’ and sticker trails to win exclusive merchandise.

There was also exclusive merchandise available at the park, with limited-edition Duet Socks and badges designed by Malaysian illustrator (Zozo) being redeemed with purchases, adding tangible value to the experience.

Lastly, the layout, photo backdrops, and retail pop-ups encouraged UGC and extended engagement beyond the venue.

The Results

With the opening of the skateboard park experience by Julie’s, hundreds of student skaters and visitors engaged directly with the space. Over 5000 visitors attended the event, with live demos drawing continuous crowds.

Moreover, top spender purchases exceeded 300 packets everyday, validating both product desirability and the effectiveness of their sales-driven engagement model. This integration with skateboarding and local street art also earned them organic UGC and community buzz—bridging lifestyle and FMCG like never before.

Over on media performance, the campaign resulted in over 25 branded posts across platforms, where influencers, content creators, and even media outlets showcased the activation, boosting reach and authenticity, earned the brand around 735k impression. Moreover, highlight videos, posted by Julie’s and others, garnered thousands of views and overwhelmingly positive comments.

Lastly, the product off-take post-event was significantly accelerated, with participating retailers restocking within weeks. The event proved that physical activation, when creatively executed, can drive online chatter, in-store demand, and long-term loyalty.

In addition, the campaign’s innovation-first mindset reinforced Julie’s reputation as a category challenger with a knack for surprise, relevance, and community-building. It was also positioned as a brand that champions local subculture—earning goodwill and relevance within the skateboarding and street art communities.

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The short film centres around the life of Johan, a man who has spent his life running from his problems and past. Played by the popular Malaysian actor Fimie Don, Johan’s life was anything but easy. Orphaned at a young age and raised by his grandparents, he eventually fell in with the wrong crowd. This led him down a path of crime and ultimately, prison. 

Moreover, the film explores how Johan’s greatest burden isn’t serving time in prison. It is the overwhelming guilt he carries over the death of his beloved grandmother Melati, portrayed by Dian P. Ramlee, whose shadow continues to visit him in his darkest moments being locked up.

While behind bars, Johan’s grandfather, Pak Hassan, played by veteran actor Dato A. Tamimi Siregar, desperately tries to reconnect with him. But riddled by guilt, Johan refuses his bid for connection. Determined not be ignored, Hassan embarks on an unexpected mission, by attempting various petty crimes to land himself in the same prison as Johan and succeeded.

Now with Hassan in prison, and Melati’s lingering presence by his side, Johan has nowhere left to run. Johan was forced by his grandparents to finally face his past and grief that he had been burying for so long. Instead of judgement, he is met with love and forgiveness that had been there all along. 

As Johan reflected on childhood memories of Hari Raya with his grandparents, especially during the tradition of seeking forgiveness through ‘salam’–Johan finally understands a lesson they once taught him: forgiveness must start within. By accepting their forgiveness and most importantly, learning to forgive himself, Johan finds peace within and rekindles his bond with Hassan. 

Tzy Horng Sai, director of Julie’s Biscuits, said, “As we mark our fifth year of Raya storytelling, we take our audiences on a self-reflective emotional journey about familial reconciliation and forgiveness. Our film delves into the silent killer of unresolved guilt and grief that destroy family dynamics. However, Hari Raya is a time of renewal, healing, and second chances, and we show the importance of addressing the psychological barriers in our healing process.”

He added, “To bring this powerful narrative to life, we collaborated with esteemed actors, whose performances deeply embody the emotional weight of this story, making it all the more resonant and impactful.”

Meanwhile, having collaborated with Julie’s on all of the previous Hari Raya festive short films, Aaron Koh, chief creative officer at GOVT, commented, “Unlike our previous Raya films, we wanted to deliver a wild rollercoaster of emotions this year, blending suspense, humour, fear, and sadness – to resonate with people from different backgrounds. It was a risky endeavour as we have grown a large fanbase over the years, with a recognisable Julie’s Raya tonality, which we have now completely flipped for this year’s.”

He added, “This festive season is the time for forgiveness, yet self-forgiveness, a powerful step to happiness and renewal in life – is rarely discussed. We hope that with this film, we can start conversations surrounding the subject matter and to get people to focus on themselves this Raya.”

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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.” 

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Conceptualised alongside GOVT, the campaign leverages a series of three entertaining videos featuring a day in the life of some unexpected stars – goats aka G.O.A.T.s, sharing their wisdom on mental health.

Using the power of humour, the videos which stars goats, playfully uses the acronym G.O.A.T.s which stands for “The Greatest of All Time”, to convey that: even the greatest individuals have days where they don’t feel so great or positive all the time. 

According to GOVT, the campaign aims to challenge the misconception of what a perfect life or person should be. It emphasises that perfection is a myth and embracing vulnerabilities is okay. 

Tzy Horng Sai, director at Julie’s Biscuits, said, “The surge in idealised portrayals in society, in particular on social media, mainly highlights curated content that features life’s successes and joyful moments, has contributed to a societal perception that the curated content equates to an ideal life. Yet such portrayals are impossible standards and this paradox of impossible standards, promulgated in our everyday social media musings, is precisely why our #Take25 campaign is needed.”

Meanwhile, Aaron Koh, creative partner at GOVT, commented, “We live in a very success-driven world where it is very crucial to acknowledge that even the most accomplished individuals such as the G.O.A.T.s of our generation have their low moments too, and that’s perfectly normal.”

He added, “For this campaign and in line with the typical Julie’s brand humour, we have decided to feature real goats instead (as the actual G.O.A.T.s would be too costly) to spread the message that mental wellbeing is a complex journey, and each person faces their own unique challenges. Feeling less than great doesn’t always signify a mental health issue; it just means you’re human.

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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. 

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‘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.

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The newest campaign is made in partnership with GOVT Singapore, the appointed creative agency of Julie’s Biscuits.

Yeoh won an Oscar for the ‘Best Actress’ category; the first Asian to win said award, and the first ever Malaysian to bag an Oscar. Said recognition was for her role as Evelyn Wang in the 2022 film ‘Everything Everywhere All at Once’.

According to Julie’s Biscuits, aside from bringing such pride to her roots, Yeoh also undoubtedly embodies the brand’s values – humility, openness, fearlessness and a slight hint of cheeky irreverence. They add that her inspirational journey reminds all to hold our heads up high and be inspired to work hard for their dreams.

Sai Tzy Horng, director of Julie’s Biscuits, said, “I am incredibly proud of Tan Sri Michelle Yeoh. She is truly an international icon and a pride and joy to all fellow Malaysians. As a Malaysian household biscuit icon, we want to congratulate her by paying tribute to her remarkable achievement in her Oscar nomination amongst many other impressive milestones in her illustrious career. She has proven time and again that she is one of Malaysia’s most revered national treasures.”

Meanwhile, Jimmy Neo, group creative director of GOVT Singapore, commented, “When we knew that Tan Sri Michelle Yeoh was nominated, we thought that a simple, sincere tribute would be appropriate, to honour all her achievements over the years. She’s an inspiration to all.”

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The campaign focuses on encouraging the public to ‘take a break’ amid the World Health Organization report on the 25% increase in anxiety and depression worldwide due to the pandemic.

“There are various ways for people to take care of their mental wellbeing. As the producer of the OAT 25 biscuits, one of the healthier snack options for many consumers, we would like to communicate that on top of encouraging healthy snacking, we are also looking to advocate taking scheduled breaks as part of your wellness practice,” said Tzy Horng Sai, director of Julie’s Biscuits. 

#Take25 is inspired by the Pomodoro technique, which refers to a time management method that focuses on working in 25 minute intervals to increase productivity while also experiencing relaxation. 

“We would like to call upon people to #Take25 minutes to unwind in any way that allows them to destress or feel better – be it a 25-minute walk or even enjoying the soothing “symphony” of tearing and crunching into packs of the OAT 25 biscuits. As we continue to adjust living in an endemic, we hope that this campaign can inspire people to find ways to prioritise their mental wellbeing,” Sai further explained.

Made in collaboration with Singapore-based creative agency GOVT, the campaign features a series of curated content that emphasizes the unique ways people choose to unwind. This is shown through three videos titled, “Roll the Day Away”, “ASMR”, and “Have a Cuddle”, plus advertisements placed in strategic areas in Malaysia and Singapore.

Aaron Koh, GOVT’s co-founder and Julie’s creative partner, said, “For the launch of the Julie’s #Take25 campaign, we wanted to play with the notion of unwinding in between moments. #Take25 reminds us to take that step away from the negative aspects of the day and focus on what is important – me time. And everyone has their own version of me time.”

He added, “The campaign encourages everyone to unwind in their own unique ways – no matter how unconventional. In this short and, we hope, wonderfully offbeat video series, we show a working woman coming home from a hectic day and creating her own #Take25 moments in weirdly interesting ways.”

#Take25 follows Julie’s Biscuits’ Hari Raya and Chinese New Year campaigns, which featured short films about gender stereotypes, hope, and optimism.

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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.

2. 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.

3. 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.

4. 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.

5. 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.

6. 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.

7. 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.

8. 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.

9. 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.

10. 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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