Tag: Raya

Kuala Lumpur, Malaysia – Sime Darby Auto Connexion (Auto Connexion), the authorised distributor of Ford, has worked with MBCS to showcase the Ford Ranger’s unparalleled versatility this festive season to reinvent the Malaysian ‘balik kampung’ (returning to hometown) experience.

Tapping into the universally relatable chaos when it comes to retuning home for festive breaks, the ‘Ranger Ready, Raya Steady’ campaign builds on the exciting, hectic, and endearing moments that come from gathering everything that’s needed ahead of journeying to a special celebration with loved ones. 

The campaign leverages upon KOLs Alana and Abbas – a mixed-race couple with a strong presence in the East Cost of Malaysia, and national footballer Intan Serah, to showcase the wide appeal of Ford for families, couples, and those with sporty, performance needs.

Moreover, the campaign also featured engaging on-ground activations at the IOI Puchong roadshow, and a “Cari & Menang Ketupat” (find the Ketupat) challenge on social media.

Noerel Huda Ismail, head of marketing at Sime Darby Auto Connexion – Ford, said, “The Ranger is more than just a vehicle; it’s a dependable companion for Malaysians in all their activities during the festive season. In a true demonstration of joy and bustling Raya celebrations, the versatility of the Ford Ranger can get you through it. We hope all Malaysians get to see the Ford Ranger as the ultimate solution for this seasonal challenge.” 

Meanwhile, Eddy Nazarullah, creative director at MBCS, commented, “Raya is a time of joy and togetherness, but also filled with the commotion of planning. With this, comes the struggle of packing and returning to your hometown with an abundance of gifts and food to show your love to family back home. The very mundane and practical action of packing often becomes an ambitious feat as families challenge themselves to fit everything into their vehicles, and what we want to show is that, when it comes to balik kampung, there’s nothing the Ranger can’t carry.”

Kuala Lumpur, Malaysia – AIA PUBLIC Takaful has released its Raya campaign alongside Mediabrands Content Studio (MBCS) personifying the spirit of togetherness and mutual benefit embodied by the company’s Total Shariah Solution.

The ‘Raya Bersama, Berkat Berganda’ (Raya Together with Double the Blessings) Raya campaign was launched to remind Malaysians of the essence of Raya over the festive season. The three-part mini-series inspired by the Malaysian legend “Puteri Gunung Ledang”, is reimagined as “Puteri Gunung Lindung” (Princess of the Protected Mountain), a subtle reference on the brand’s purpose of providing protection to everyone. 

Moreover, the film also serves as a reminder of togetherness and the essence of community, demonstrating the enduring spirit of Takaful.

The campaign executed with sister media agency Universal McCann, runs through April 2025 across social media, OTT, digital OOH and programmatic platforms.

Rudy La Faber, creative director at MBCS said, “During the festive season, one of the most common family disagreements is the question of where to spend their Raya. Families often debate returning to the kampung (hometown), staying in the city where they’re born at, or travelling abroad to take advantage of the long holidays. The film shows this dilemma and tussle between fellow siblings who end up realising that no matter where they spend Raya, what truly matters is celebrating together with loved ones.”

He added, “We’ve also embraced short-form, vertical content to cater to today’s digital landscape and shorter attention spans. We’re excited to trial this approach amidst traditional long-form videos that usually dominate the Raya season, and so far, it’s resonating well with the audience.”

Kuala Lumpur, Malaysia – Halal personal care brand Safi, in collaboration with Mediabrands Content Studio (MBCS), have launched a campaign in the spirit of the Raya season to empower young women with a life-changing scholarship. 

Following the transformative launch of the Biasiswa Siswi SAFI last year, a RM 1 million scholarship, SAFI is once again bringing hope and inspiration by supporting young women in their pursuit of higher education, ensuring they have the financial support to achieve their academic aspirations. 

Now in its second year, the Biasiswa Siswi programme has adopted an AI twist to connect with applicants and adapt to the contemporary, highly technology-dependent world.

Bringing this vision to life, the brand film ‘Serlah Seri Diri’ (Unleash Your Inner Shine) was launched. The film follows Seri, a young woman balancing her own dreams with the expectations of those around her. Everyone has hopes for Seri – but what about what her heart calls for? The film delivers a strong message: every path is a blessing, and by embracing that, your true essence will radiate.

The campaign also leverages AI technology to personalise engagement. Users can access the SAFI Serlah Seri Diri AI microsite to input their aspirations ahead of the scholarship application, creating custom videos that reflect their dreams, and adding a meaningful touch to their interaction with the brand. 

Through the microsite, 50 lucky winners stand a chance to win a ‘Rumah Seri’ pink dollhouse (as seen in the SAFI Raya brand film), a PR kit that contains SAFI products, each representing something for everyone in the household. The dollhouse as shown by SAFI brand ambassador Qasrina Karim, who also played the part of Seri, serves as a symbol of hope and possibilities, anchoring the initiative’s message, with each door representing special hidden gifts for young women to stand out and be the best version of themselves.

Kazlina Mohd Kassim, SAFI Brand & Insights Specialist of Wipro Unza said, “At SAFI, we are deeply committed to empowering the next generation to dream big and achieve their goals – it’s about inspiring confidence, igniting ambition, and standing alongside these incredible individuals as they turn their dreams into reality. Our first cohort of Biasiswi Siswi SAFI applicants last year was a big success, and we are excited to relaunch this aspirational opportunity and welcome new management trainees into the SAFI fold. It’s a privilege for us to play this role in nurturing their hopes and dreams.”

Meanwhile, Jennifer Wee, creative director at MBCS, said, “This story is about embracing your unique path and going after your dreams. We’ve all faced struggles in balancing expectations and figuring out what we truly want, making this message deeply personal. Through this campaign, we wanted to inspire young women to embrace their potential. Reminding them that the power to achieve their dreams lies within them, with SAFI as their steadfast companion supporting them every step of the way.”

She added, “We utilised powerful storytelling with an AI twist to replicate the vast dreams and choices that young women have today. This is the key to reaching Gen Z, a generation that lives and breathes technology. The dollhouse is a universal representation of play, dreams and imagination around the world. We used this to demonstrate the doors of opportunities available for young women through the SAFI scholarship. Each dream they have is unique, and this is their chance to reach for the opportunity.”

Kuala Lumpur, Malaysia – The Malaysia Aviation Group has recently worked with Mediabrands Content Studio (MBCS) to release ‘Selagi Ada Hormat’, a Hari Raya Aidilfitri film that celebrates Malaysia’s rich diversity and the enduring values of respect and unity.

Inspired by the personal journey of MAG Group Managing Director, Datuk Captain Izham Ismail, ‘Selagi Ada Hormat’ (translated: Where Respect Lives On) delivers a powerful message of unity, respect, and inclusivity – values central to the Malaysian identity. 

The film follows a successful man returning home for Raya, taking in the sights and sounds of his hometown as it awakens memories of a childhood where respect and kindness transcended race. The touching flashbacks serve as a reminder that while the world may change, the essence of Malaysian Hospitality endures.

The film was directed by Aiman Aliff and Hyrul Anuar, directors at Directors Think Tank, a regional production company.

Speaking on the film’s conceptualisation process, Eddy Nazarullah, creative director at MBCS, articulated, “This film isn’t just about Raya, but about the values that define us as Malaysians. Respect, hospitality, togetherness, these are things we grew up with, things that were never taught but always lived. But in today’s world, it feels like we need a little reminder. With this film, we wanted to go beyond nostalgia and spark something deeper: a reflection of who we are and who we can continue to be. It’s not about grand speeches or forced messages, but about capturing the everyday moments that quietly remind us of our shared hospitality.”

He added, “Bringing Selagi Ada Hormat to life was deeply personal to all of us on the team. We’re privileged to have had this chance to work on Captain Izham’s story with our partners at Directors Think Tank, to craft a film that celebrates diversity and invites Malaysians to reflect, reconnect, and reignite the spirit of mutual respect. Touching on the very roots and essence of our Malaysian identity.”

Kuala Lumpur, Malaysia – RHB Bank, in partnership with The Shout Group, has unveiled its Hari Raya 2025 campaign, “Sulaman Kebersamaan” (Belonging), which is anchored by a meaningful partnership with Baju Raya Project. Said project is aimed at bringing communities together through the spirit of giving and sharing Raya clothes.

Baju Raya Project is an annual not-for-profit initiative dedicated to collecting pre-loved Raya clothing from donors across the community. Volunteers then gather to sort, clean, and distribute these garments to orphans and single mothers. 

This year, leveraging on RHB Bank’s extensive reach, the project successfully took place at the RHB Centre on Jalan Tun Razak, resulting in an extraordinary collection of close to 9,000 Raya clothes, which were then subsequently donated to 16 orphanages around Kuala Lumpur.

To complement the initiative, FCB SHOUT conceptualised and produced RHB’s Hari Raya 2025 film, which is inspired by true events surrounding Adib Khalid, the director of the Baju Raya Project. The film sheds light on the poignant stories of orphans who often feel left behind during Raya festivities, capturing the genuine essence and motivations behind the initiative.

Abdul Sani, group chief marketing officer at RHB Bank, said, “Raya clothes have always been a symbol of belonging. Malaysian families traditionally wear matching outfits during celebrations to signify kinship and unity. Sadly, orphans and the less fortunate often miss out on this heartwarming experience.”

He added, “We are glad that initiatives like Baju Raya Project exist, and I’m even prouder that this year, RHB is actively playing a role in supporting their cause. It was profoundly inspiring to see donors and volunteers unite passionately at RHB Centre to transform old clothes into new hope for those who need it most, as that truly exemplifies our brand belief of ‘Together We Progress’.”

Meanwhile, Tjer, executive creative director of FCB SHOUT, commented, “Our film is not merely about Raya clothes; it explores the deeper meaning behind them. Beyond fashion or style, this is a celebration of the power of togetherness, compassion, and empathy – all of which are core values intrinsic to Hari Raya. We wanted this film to portray a profound sense of belonging felt by not only the receivers but also the givers, so that it serves as a reminder that generosity is more than a charitable act; it’s an acknowledgment of shared humanity.”

They added, “I’m glad that the powerful lesson in unity and compassion is beautifully illustrated through the inspiring acts of the incredible people behind this initiative, and my special acknowledgment goes to our production partners at D Moving Pictures, GT Records, and Asia Pacific Videolab for doing their story justice.”

Lastly, Ong Shi Ping, co-owner of FCB SHOUT, added, “True generosity is measured not by what we give, but by the lasting impact and deep sense of belonging that we create. This story captures that thought so beautifully, encouraging us all to reflect on our shared responsibility to ensure no one feels left behind, especially during moments meant for celebration and togetherness.”

Kuala Lumpur, Malaysia – With Hari Raya/Eid al-Fitri being a time of renewal, reflection, and celebration, Guardian Malaysia and creative agency FCB SHOUT invite Malaysians to embrace their own journey of self-care and transformation, not just for the occasion but for their overall well-being via their latest campaign, ‘Serlahkan peRAYAanmu dengan guardian’ (Own Your Raya Celebrations with guardian).

At the heart of the campaign is an inspiring brand film featuring singer and actress, Alyssa Dezek, which captures the efforts that Malaysians go through leading up to the festive season – from enhancing their beauty routines to prioritising well-being. It’s about confidence, self-care, and the dedication to becoming one’s best self for this Raya celebration.

The campaign officially launched on March 6, 2025, at Pokok KL Lalaport in an event that featured brand partners and renowned fashion design duo – Fiziwoo. The event explored the many ways Malaysians prepare for Raya, from beauty and fashion to health and self-care. Alongside the brand film, the campaign includes limited-edition green packets, in-store and online promotions, mall activations, and digital content across multiple platforms.

The ‘Serlahkan PeRAYAanmu dengan guardian’ campaign is part of guardian’s new ‘Own Your Beautiful’ brand campaign, also created by FCB SHOUT which underscores that beauty and wellness go hand in hand with process and dedication. The brand campaign launched in Q4 2024.

Anna Ng, marketing director of guardian Malaysia said “Hari Raya is more than just a celebration—it’s a time for renewal, reflection, and self-care. At guardian, we understand that looking and feeling one’s best is an important part of the festive preparations. That’s why ‘Serlahkan peRAYAanmu dengan guardian’ is a natural extension of our ‘Own Your Beautiful’ brand campaign—encouraging Malaysians to embrace self-care not just for the occasion, but as a continuous journey towards confidence and well-being.”

She added, “With guardian Malaysia’s extensive range of beauty, skincare, and wellness products, everyone can prepare for Raya in their own ways that go beyond the surface—whether it’s achieving glowing skin, a refreshed look, or simply feeling their healthiest.”

Meanwhile, Syahriza Badron, managing director at FCB SHOUT, commented, “For me, Hari Raya is about reconnecting—with family, friends, and myself. The journey to looking and feeling our best isn’t about appearances; it’s about self-care, confidence, and embracing who we are. That’s what makes celebrating Raya so special, and I love how this campaign highlights that personal journey.”

Kuala Lumpur, Malaysia – Astro Malaysia has recently released a heartwarming Raya brand film highlighting the richness of Malaysia’s diverse Raya traditions. As part of Astro’s Raya 2025 campaign ‘Meriah Lain Macam,’ the film explores the various unique ways Malaysians celebrate Raya; from traditional dishes to the significance of Baju Raya (attire for Raya), emphasising the beauty of embracing all these different customs.

The campaign, done alongside Talon Creative, highlights how Malaysia is often hailed as a melting pot of cultures and traditions. Similarly, when it comes to Raya, there’s a world of unique celebrations just waiting to be experienced; tapestries of unique Raya customs and traditions beyond the familiar go-tos, waiting to be shared. 

The film, starring Ellie Suriaty Omar, Mierul Aiman, Azri Safix, and Evertts Gomes, tells the story of Jumaah and her family bridging the gap between cherished customs and new traditions. 

It also showcases the diversity of Malaysian Raya celebrations with humour and emotion. The film reminds us that no matter how we celebrate, togetherness and tradition are what make each family’s Raya celebration special.

Benjamin Woo, head of group marketing at Astro, shared, “Astro recognises that Raya traditions, like families, are beautifully diverse. Yet, at their heart, they share a universal language: the language of love, connection, and cherished memories. This film celebrates how these traditions, unique as they may be, are the threads that weave families together, strengthening the bonds that truly matter. At Astro, we are committed to forging these moments of connection, bringing families closer through the shared experiences that define Raya.”

Meanwhile, Gavin Teoh, managing director of Talon Creative, expressed, “The essence of togetherness truly comes to life in our Raya film through the power of Astro’s talent and iconic IPs. Talon has always championed entertainment in campaigns that connect with audiences, and with Meriah Lain Macam we’ve created a campaign that feels both relevant and deeply meaningful for this festive season.”

Hyrul Anuar, director at Directors Think Tank, said, “We wanted to bring an authentic and emotional perspective to this film—one that truly reflects the unique Raya stories that exist within Malaysian families. The goal was to make viewers feel seen and resonate with the essence of these traditions.”

Lastly, Erman Basiron, creative director of Talon Creative, stated, “Crafting this film was about celebrating the different ways Malaysians mark Raya while staying true to the heart of the celebration. We aimed to create something that feels relevant, honoring both tradition and progress.”

Astro continues to celebrate Malaysia’s multicultural spirit and the joy of togetherness during the festive season. The Meriah Lain Macam campaign continues with Pesta Meriah Lain Macam, a star-studded Raya event celebrating togetherness in all its forms and on screens, Astro offers over 160 Raya content so there’s something for everyone in the family. 

Kuala Lumpur, Malaysia – Sun Life Malaysia has launched a new initiative called ‘Baju Raya Lama Baharu’, which aims to repurpose gently used garments into personalised Baju Raya for 100 children at the Rumah Kasih Harmoni. 

For the brand, said initiative promotes the values of sharing and gratitude, while supporting a more sustainable Raya through giving new life to cherished garments.

‘Baju Raya Lama Baharu’ is done in collaboration with KLOTH Cares, a textile recycling social enterprise, INTI International College Subang, and AEON BiG.

Led by Sun Life Malaysia’s brand ambassador, renowned celebrity and entrepreneur, Alif Satar, the campaign invited Malaysians to donate their gently used “Baju Raya” at designated collection points across Sun Life Malaysia offices and selected AEON BiG outlets, from February – March 2025.

To date, a total of 520kg worth of pre-loved garments were collected, with 100 pairs being brought to life by talented students from INTI, while the remaining will be upcycled by KLOTH.

During the campaign, Alif Satar also visited Rumah Kasih Harmoni, engaging with the children and helping them sketch their dream “Baju Raya” designs.  “This “Baju Raya Lama Baharu” campaign proves that even the smallest contribution, when given with sincerity, can bring happiness to many during Hari Raya,” said Alif.

@sunlifemalaysia

Baju Raya Lama, Sentuhan Baharu! 🎦 Tontonilah filem Sun Life Malaysia menceriakan 100 kanak-kanak di Rumah Kasih Harmoni & rasai kemeriahan Aidilfitri 🌙 bersama kami! Terima kasih kepada duta kami @alifsatar serta rakan kerjasama @Kloth Circularity @INTI dan @myAEONBiG atas sokongan mereka dalam menjayakan projek ini. Untuk makluman, sehingga akhir bulan Februari, jumlah berat baju raya yang telah dikumpul mencecah 520kg! Terima kasih kepada semua yang telah menyumbang 🫶🏻😍🫰🏻! Kutipan baju akan diteruskan sehingga 6 April – sumbangan anda akan disalurkan kepada Kloth Cares untuk mereka yang memerlukan. 💙 #BajuRayaLamaBaharu #SunLifeMalaysia #Insurans #Takaful #HariRaya2025

♬ original sound – Sun Life Malaysia – Sun Life Malaysia

To celebrate these heartwarming moments, Sun Life Malaysia has released a special video capturing the children’s excitement as they see their dream outfits come to life. The video, featuring Alif Satar, highlights the joy and gratitude of the children while showcasing the creativity and dedication of the young designers involved. 

Commenting on the Raya 2025 campaign, Raymond Lew, president and country head of Sun Life Malaysia, said, “This campaign goes beyond simply giving – it is about creating meaningful and brighter life moments – just as our brand’s tagline: Life is brighter under the sun. By reviving pre-loved garments, nurturing young designers, and supporting underprivileged children, we bring joy, creativity, and care this festive season.”

Meanwhile, Nik Suzila Hassan, co-founder at KLOTH Cares, said, “We are thrilled to be part of this initiative that not only champions environmental and social sustainability but also provides an avenue for young designers to make a meaningful impact.”

Goh Suet Lin, lecturer of Diploma in Fashion Design – INTI Centre of Art and Design at INTI International College Subang, commented, “Seeing these garments transformed into beautiful, personalised Raya outfits has been an incredibly fulfilling experience for our students.”

Lastly, Nazwan Effendy Choong, head of marketing at AEON BiG, stated, “We are proud to partner with Sun Life Malaysia for this meaningful Raya initiative. By donating used Raya clothing at AEON BiG stores, we are giving these garments a second life and spreading joy to those in need. It is a small gesture with a big impact.”

Kuala Lumpur, Malaysia – Tropicana Twister, in a new Raya campaign from The Shout Group, is on a mission to inspire Malaysians to multiply kindness through its ‘Gandakan Kebaikan Bersama Tropicana Twister’ (Double Your Goodness with Tropicana Twister) campaign. This initiative was conceived to spread joy through simple yet impactful acts of kindness and generosity.

At the heart of this campaign is the belief that even the smallest act of kindness can create a ripple effect, bringing people closer together and uplifting those in need. From 7 March to 30 April 2025, Tropicana Twister via an innovative Messenger Chatbot allows participants to journal and share their good deeds. 

With each pledge of kindness, digital oranges are collected, and for every ten oranges, Tropicana Twister, in partnership with local NGOs Kechara Soup Kitchen and The Lost Food Project, will provide a care package to an underprivileged family—turning goodwill into meaningful impact. 

To make participation even more rewarding, consumers who purchase a minimum of RM10 worth of Tropicana Twister during the campaign period and share their acts of kindness via the Messenger Chatbot will stand a chance to win additional rewards.

Moreover, the campaign engages Malaysians through multiple touchpoints, including an interactive messenger chatbot that allows users to log acts of kindness. It is further amplified through on-ground activations, influencer collaborations, and social media engagement. 

Additionally, a series of video content—featuring various acts of kindness—helps drive emotional engagement and inspire participation, ensuring widespread awareness and impact this Ramadan and Raya season.

Jennifer Lee, head of marketing at Tropicana in Malaysia, said, “Ramadan and Raya are a time of togetherness and generosity, and with ‘Gandakan Kebaikan’, we hope to inspire Malaysians to give from the heart. Whether through small gestures or bigger contributions, every act of kindness has the power to make a difference. With this initiative, we also want to show how Tropicana Twister can spark these moments of giving, bringing people closer through the spirit of sharing.”

Meanwhile, Syahriza Badron, managing director at The Shout Group, added, “The beauty of this campaign lies in its simplicity—kindness is contagious, and through an engaging digital experience, we’re making it easier for people to take part in a movement that celebrates and amplifies goodness.”

Kuala Lumpur, Malaysia – MR D.I.Y. is making celebrations extra meaningful with its latest festive campaign, ‘Raya Penuh Makna’. Designed to bring Malaysians together, this initiative is all about unity, gratitude, and creating unforgettable moments with loved ones.

To add to the excitement, MR D.I.Y. is teaming up with popular local actor Syafiq Kyle, who makes a special cameo in the retailer’s web film as a seller of banana fritters, cakes and milkshakes. The campaign’s five-minute web film takes a heartwarming yet humorous look at the true essence of Hari Raya Aidilfitri. 

The story follows Diyanna, who is determined to fit into her favourite baju Raya by resisting the temptation of her beloved treats. But when her grandmother reminds her that Hari Raya is about gratitude, togetherness, and memories – not just appearances, will she embrace the true joy of the celebration?

Sharing his thoughts on the campaign, Alex Goh, vice president of marketing at MR D.I.Y., said, “Hari Raya is a time for forgiveness, unity, and cherishing moments with our loved ones. We want to encourage Malaysians to set aside differences and embrace the true meaning of the celebration – strengthening bonds, sharing joy, and creating lasting memories. Barulah Raya Penuh Makna.”

He added, “Our goal is simple – to help everyone enjoy a meaningful Hari Raya Puasa. Whether it’s through our wide range of festive essentials at “Always Low Prices”, exciting promotions, an exclusive web film, or fun-filled content, we want to deliver great value and make every celebration special.  After all, the best experiences in life are priceless.”

In addition, MR D.I.Y. will be hosting a one-day on-ground activation around Bukit Bintang on March 16 as part of the ‘Raya Penuh Makna’ campaign, keeping MR D.I.Y. top-of-mind for both everyday needs and Raya preparations. The event will feature engaging games with grand prizes, larger-than-life product displays, and exclusive limited-edition collectables.

To make this Hari Raya even more special, MR D.I.Y. is offering over 80 festive home essentials at selected stores nationwide. Shoppers can find everything from Hari Raya torches (pelita raya) and hanging decorations to LED lights, tablecloths, curtains, cushions, dinnerware, shopping bags, green packets, and even fashion accessories. Plus, there are also up to 30% discounts on cleaning supplies, assorted snacks, and drinks.

Lastly, to add to the celebrations, customers will receive a complimentary set of four Duit Raya green packets with every purchase at MR D.I.Y. stores nationwide, while stocks last.