In Malaysia, it’s time for Hari Raya ads – here are seven that will warm or break your heart (with one from Singapore, too)
- Advertisements for the Eid celebration are more than just a branding exercise. The short films have garnered a huge following over the years, stemming from the beloved work of late filmmaker Yasmin Ahmad
Malaysia’s Eid celebrations – referred to as Hari Raya – are marked by family reunions, visits to relatives, and of course lots of delicious traditional food.
Hari Raya is also, according to marketing gurus, a prime period for big brands, telecoms firms and even government-linked corporations, as it’s one of the few times a year Malaysians seek out advertisements.
These seasonal ads, often short films of four or so minutes, attract widespread attention from Malaysians. The Lunar New Year and Deepavali also see an influx of these touching ads reminding viewers of the importance of unity, family and friendship.
Part of their cult status, says Stanley Clement, managing director of Reprise Digital marketing agency, stems from the work of late Malaysian filmmaker Yasmin Ahmad, who produced wildly popular ads for national oil and gas corporation Petronas. “She did a fantastic job in tugging heartstrings, and people still talk about them today, decades later.”
Larger brands such as Petronas or national electricity company Tenaga Nasional Berhad are able to capitalise on being a household name to tell stories with minimal branding, says marketing consultant Syazwina Saw.
“These government-linked companies carry the legacy of festive ads precisely because they can play more loosely with the storytelling,” she says.
During the festive seasons, it’s not uncommon to see good ads go viral on WhatsApp and social media, with some even treated as pieces of art in their own right. Viewers such as PhD student Zana Fauzi write blog posts or take to Twitter to enthuse about their favourites.
