After a month of fasting came the grand celebration – Hari Raya Aidilfitri – a time for family, food and general rejoicing. As one of the major celebrations in Malaysia, it is also no surprise that it’s a time of great spending for most brands. Combine that with the fact that video is the media of choice these days, it is no wonder we’ve been treated to a bumper crop of Raya ads this 2017.

The offerings are varied indeed, let’s take a look!

Some brands opted for something simple – like this one by, with its straightforward message “Bersederhanalah di Hari Raya” that is well complemented by its sederhana execution style. It still packs a punch with a great performance by the lead actor.

Some brands went huge, like TNB which created an entire universe around its main character Aida. Already hailed as the Best Raya Ad Ever, the campaign titled “Dugaan Hari Raya Aida” boasts a charismatic main character, lavish production values, a music video, Raya cookie recipe videos, and plenty of other bits and bites. It’s a champion effort that somehow manages to achieve sustained engagement and interest without feeling overdone. With nine million views and counting, it’s a great example of content marketing well done.

TNB was not the only brand to create a story around a strong female character, as CIMB introduces LINAH, who has to become a superheroine in order to get back to her kampung for Hari Raya. She’s definitely an unconventional character and it’s always great to see a strong woman front and center.

There was also no shortage of brands who went for the traditional, touching angle with a strong Raya message.

Maxis 4G’s Wayang Sayang has had quite a run online, with viewers praising its powerful acting and simple, sincere message of forgiveness between husband and wife.

KFC’s offering, Joget Abah tells a touching tale as well with a lovable boy who carries on his father’s legacy of happiness, even when his father is no longer around. Some traditions should definitely live on.

And of course, one brand reached for the stars and fell unfortunately flat. Watsons Malaysia appeared to spare nothing in a lavish production for a 15-minute film “Lagenda Cun Raya” but was forced to pull down the ad after it received a huge wave of negative feedback. Viewers accused them of being biased against dark skin, and for the use of blackface in the video.

Raya is indeed a time of fireworks and fun, but it is also a time for reconnecting with family and friends and renewing relationships that may have been neglected in our busy day to day during the course of a year.

With this in mind, we at Gan4Hire have created a special set of emoji – the Rayamoji for you to share with your friends and family. Technology doesn’t have to drive us further apart after all, it can also be used to bring us closer. If you haven’t seen it yet, go to our Facebook page and check it now!


From all of us, Selamat Hari Raya Aidilfitri, Maaf Zahir dan Batin!

How did your brand join the fun this Hari Raya?
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