Tag: Raya
According to the companies, the campaign aims to encourage Malaysians to reconnect with the social and cultural aspects of the festive season through content, community initiatives and storytelling.
Through the initiative, the brand encourages Malaysians to explore modern interpretations of traditional Raya dishes while maintaining their cultural roots.
Kuala Lumpur, Malaysia – Home improvement retailer MR D.I.Y. has rolled out its “Raya Sama-Sama” campaign across Malaysia and Indonesia, bringing together personalities from both markets to highlight themes of hospitality and togetherness during the festive season. The campaign is anchored by a short...
The campaign reimagines the film’s story of a hidden treasure cave in a modern comedic format, positioning the brand’s Ramadan feast as a similarly valuable discovery meant to be shared with others.
The film focuses on individuals whose work shapes familiar elements of the festive season, including the weaving of songket, the crafting of songkok, the lighting of pelita, and the preparation of lemang.
According to the companies, the film centres on the symbolism of a sampin—a traditional Malay sarong—used to represent the connection between past and present, as well as the continuation of family traditions and memories.
The film also portrays the challenges faced by Siti Rahayu Baharin and the children during the early stages of the project, including scepticism from the community, discrimination, and limited resources.
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.
According to the companies, this year’s campaign builds on the momentum of the previous edition by focusing on longer-term infrastructure support.
The campaign, titled “Kebaikan Digemari Rakyat Malaysia (Goodness That Malaysians Love),” positions Lactel’s yogurt and yogurt drinks as part of festive tables and everyday moments during the back-to-back celebrations.
