Tag: Safi

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 – Halal personal care brand Safi, in partnership with IPG Mediabrands’ MBCS, has launched ‘Sis Shay’, a virtual hijabi educator aimed at driving hijabi haircare awareness especially to the hijabi youth.

Sis Shay, a role model who raises awareness around hijabi haircare, was brought to life by Safi Shayla as a relatable character that aligns with the pop culture of younger hijabi audiences. As a digital entity, Sis Shay exists both online and on-ground as she drives hijabi haircare education and spreads messages around the importance of using a hijab hair specialised shampoo, building confidence in hijabi youth everywhere. 

Through visits at SMK Convent Kajang and Sekolah Seri Puteri Cyberjaya, students were able to interact with Sis Shay as she answered some of their pressing questions around hijabi haircare and other pertinent questions around the changes they face as youth. 

Moving forward, Sis Shay will also be seen in other schools and on social media through a digital comic series that educates on hijab haircare through storytelling, fostering deeper engagement and relevance for younger hijabi girls. 

Jennifer Wee, creative director of MBCS said, “There is still a gap in hijab haircare education, and as yet, no one seems to be addressing or championing this space. Our insights indicate that young Malaysians, particularly Gen Alpha and those aged 16-21 in the process of building brand loyalty are relying heavily on digital resources to inform their choices. By having Sis Shay meet them through the form of a virtual character in the Safi Shayla universe, we aim to provide a safe space for hijabis. One filled with confidence and support as they navigate through their challenges for the long-term.”

She added, “Sis Shay is more than a character. She’s a relatable digital “older sister” who understands the challenges faced by young Malaysian girls, especially within the hijabi community. She’s interactive, digitally and physically “present”, and says “I’ve got you”. Her energetic presence leaves a lasting impression, and we’re excited to build on her possibilities.” 

Meanwhile, Kazlina Mohd Kassim, SAFI Brand & Insights Specialist of Wipro Unza, commented, “As Malaysia’s leading hijab haircare expert, Safi Shayla understands the challenges hijabi newbies face in adapting to their adolescence stage and the root causes of their hair care concerns. Safi Research Institute’s studies have shown that a hijabi scalp differs from a non-hijabi scalp, leading Safi Shayla to formulate hijab hair specialised shampoo tailored specifically for hijabis.

Kazline added, “MBCS’s introduction of Sis Shay is a novel approach that helps us connect the dots between haircare education and hijabi hair health to build awareness in a modern and relevant way. Her bubbly yet informative approach makes every tutorial fun & easily comprehensible, and if you’re ever in need of hair care wisdom served with a side of humour, look no further. Sis Shay as your go-to sister truly embodies Safi Shayla’s expertise in hijab haircare, serving as the digital face in educating hijabis with specialised haircare knowledge.”

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.