After a month of fasting comes the grand celebration – Hari Raya Aidilfitri is just around the corner, and is a time for family, food, fun and fireworks. As one of the major celebrations in Malaysia, it is also no surprise that it’s a time of great spending for most brands, many who lavish huge budgets on mega-scale festive ads.
In recent years, technology has played the villain role in many of these ads. A frequently seen character is the sullen kid antisocially glued onto his smartphone, heedless of his elders. The lesson he learns at the end is always “Disconnect, because real life is more important.” In particularly sadistic versions, it might even be “Disconnect, before it’s too late and you lose a loved one forever!”
Now, this is a perfectly valid message and reflects well our anxieties as humanity collectively treads into uncharted technology-filled waters.
But reflect on life after technology. Think of your family’s Whatsapp group (with prerequisite funny name), all the gossip you share on Facebook groups with friends and colleagues, of how it’s so easy now to talk to your sibling or best friend whether they are in Beijing or Iceland.
Does technology truly disconnect, or does it enable connection?
That’s the question we asked ourselves this year when cooking up our Raya greeting.
What we realized is that technology is merely a tool, and it is how its used that is relevant. Sure, we can be glued to a screen for hours chasing Pokémon. But we can also use technology to deepen our connection with each other.
So this Raya we created a fun and festive new set of emoji, the Rayamoji to help you along with creating your own unique well wishes and Raya greetings to your loved ones.
Wish your family safe travels back to the kampong, tell grandma how much you’ve been looking forward to ketupat and rendang, salam your friends on the first day, all in emoji!
Find out more on our Facebook page.
From all of us, from the bottom of our hearts Selamat Hari Raya Aidilfitri, Maaf Zahir dan Batin!
Don’t want to miss out on the weekly shots of branding? Subscribe to our e-newsletter.