Astro Malaysia partners Naga DDB Tribal to launch Hari Raya campaign

Astro Malaysia has partnered with Naga DDB Tribal to launch its Hari Raya campaign “Sempurna Seadanya”. The campaign features a film titled “Raya Kuasa 7” which has been posted on Astro Gempak’s Facebook and YouTube channels.The film tells of seven family members who try to outshine each other during the Hari Raya celebration, introducing characters Tok Man Vintage, Kak Ling Bling, Kak Mek Gyver, Bang Chik Wak Nik, Anis Lembughini, Apai, and Kak Su Dondon. According to a press release, the characters are designed specifically for this campaign and are also extended for use by Astro’s exclusive advertisers such as AirAsia, Kate Tokyo, and Maxis.The film has garnered over 1,094,746 views on YouTube in less than two weeks.https://www.youtube.com/watch?v=OvlAeq2MB_cFarid Ajlan, head of copy at Astro, said to “create more engagement”, the film comes with a contest called “Mana Kak Su Dondon?” in which viewers must find the number of times the elusive Kak Su Dondon appears throughout the film. In a statement to A+M, a spokesperson from Naga DDB Tribal said that the contest will launch at the end of May on Astro’s dedicated Raya page, and is aimed to increase organic YouTube views by 15% from last year’s TVC views.In addition, Astro is pushing the campaign further with a spin-off telemovie inspired by the “Raya Kuasa 7” film. The telemovie is directed by Michael Ang and will be airing soon this Hari Raya season, according to the company.Erman Basiron, creative group head of Naga DDB Tribal, said “Sempurna Seadanya” is a “positive reminder” for viewers that their family will always see them as perfect just the way we are. He added that Malaysians often “worry too much” about self-imposed expectations that they forget the “true meaning” of being a family, which is about “being there together”.“In this age of individuality and division, we believe it’s important to remember that no matter how different we could be as individuals, we’re all one big happy family. Especially during the festivities such as Hari Raya, we should value the time we spend together more than anything else. ‘Sempurna Seadanya’ is our way of sharing this philosophy with all Malaysians during the Hari Raya season,” said Christinne Lim, marketing and strategy group director of Astro.Read also:Astro partners Synamedia to monetise premium video experiencesHBO Asia brings streaming service to Malaysia with exclusive Astro launchAstro’s revenue takes a hit as subscription and advertising underperformAstro’s sports lead: ‘Know your gamers, join their passion’Astro banks on Go Shop and content to counter challenging FY20Astro Radio and Grab tie-up for enhanced passenger experience