Categories
Marketing Featured Southeast Asia

These are the top Raya ads from Malaysia this 2022

Kuala Lumpur, Malaysia – The celebration of Hari Raya in Malaysia has concluded, marking the end of the holy month of Ramadan. And with such festivities, there is always a rise of ad films centred around the values and teachings of the Raya festivities.

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.

  1. 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.

  1. 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.

  1. 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.

  1. 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.

  1. 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.

  1. 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.

  1. 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.

  1. 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.

  1. 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.

Categories
Platforms Featured Southeast Asia

These are the top 10 Hari Raya ads by MY brands on YouTube

Kuala Lumpur, Malaysia As Malaysians celebrate the end of the holy month of Ramadan last 13 May, brands of various industries have launched each of their unique campaigns to come in solidarity with Muslims in Malaysia, and commemorate Hari Raya.

YouTube in Malaysia has just launched the year’s top 10 Ramadan-Raya ads that have touched the hearts of many viewers, where the list was based on factors such as organic and paid views, watch time, and audience retention.

1. Tenaga Nasional Berhad: TNB Raya 2021: Hikmah Raya Aida

For this year’s Raya, Malaysia’s electric utility giant Tenaga Nasional Berhad (TNB) released a quirky short film, featuring the brand’s well-loved character, Aida, who came to realize that ‘family time’ is the most important treasure in life.

2. Etiqa: Etiqa 2021 Raya – Balik Tanjung Mana?

Through a married couple-themed ad, insurance and takaful business firm Etiqa in the country reminded its viewers of the value of ‘togetherness’ this Raya.

3. Watsons Malaysia: Watsons Raya 2021 #RayaUnikRayaIkonik

In a musical short film, health and beauty retailer Watsons in Malaysia introduced the unique family of Ayda Jebat and Nabil, embracing each other’s differences to have an iconic, unforgettable Aidilfitri.

4. MR DIY: Iklan Raya MR.DIY 2021: Kerana Azman

Household products retailer MR DIY inspired viewers with a heart-warming campaign that highlights ‘self-worth’.

5. Lazada Malaysia: Lazada Ada Sentuhan Raya 5.5

In line with e-commerce platform Lazada’s 5.5 Sale, the app released some amazing deals and ‘lowest price guaranteed’ promise for its customers.

6. Petronas: PETRONAS RAYA 2021: Syukur Raya

Narrated by a singing dove, the short animated film by the country’s oil and gas company Petronas Malaysia presented a fun and cheeky story of compassion.

7. RHB Group: RHB Group Raya 2021: Sempurna

Malaysian financial service company RHB Group showed its support to the deaf community through a Raya ad that tells the true story of a girl, who shares videos of herself performing sign language song covers, despite suffering from a hearing disability.

8. Saji Malaysia: Iklan Raya SAJI 2021: Mangkuk Tingkat Mak Teh

Cooking oil brand Saji celebrated Ramadan through a heart-rending campaign, highlighting a wife’s longingness for her husband.

9. Julie’s Biscuits: Ini Iklan Raya, tau?!

Through a comic yet meaningful campaign, biscuit brand Julie’s Biscuits made use of typical Raya ad scenarios to encourage its consumers to show more appreciation towards women.

10. Shopee Malaysia: 2021 5.5 Raya TVC

In a 15-second sing and dance video, Shopee in Malaysia introduced its Ramadan and 5.5 Sale which offered shoppers free shipping with no minimum spend.