Boost taps on to Ejen Ali to spread the festive cheer

Boost, the fintech arm of Axiata, has collaborated with Malaysian animated series Ejen Ali and production company Primeworks Studios for its latest Hari Raya campaign. The campaign consists of a festive film, dubbed "KebangkiTEN Raya 10 Budak Merah dan Ejen Ali”.The “KebangkiTEN Raya 10 Budak Merah dan Ejen Ali” tale is part of Boost’s larger Hari Raya campaign, “KebangkiTEN Raya”, which will run until 31 May.

In the film, Boost and Ejen Ali tell the story of Abu and his nine best friends, all dressed in red as they strive to bring back the festive spirit of Hari Raya gone by, with their animated antics. While being cheered on by the main character, Ejen Ali, the 10 kids go on various missions to prepare traditional Raya dishes, get the best deals on baju raya and decorate the home with the convenience and deals afforded by use of the Boost app. Right at the end of their adventure, Abu experiences an unexpected action-packed twist featuring Ejen Ali. 

The full video can be viewed on Boost's official Facebook and YouTube accounts, as well as on Media Prima’s television and digital network. Boost has also linked up with Media Prima OMNiA, where the campaign will be further promoted through special segments in programmes on TV3 Malaysia, such as Sembang Sahur and Buletin Utama, as well as the station’s official Facebook and Instagram pages.

As part of the collaboration with Ejen Ali, the campaign’s marketing efforts will also roll out to Sunway Pyramid mall, where the beloved mascots of Ejen Ali and Ejen Alicia will be greeting fans and Boost app users at ground events, on the weekends of 23 to 24 April, and 30 April to 1 May.In addition to the film, Boost will also be highlighting a series of rewards and additional savings features for Boost users throughout the "KebangkiTEN Raya” campaign period.

On the collaboration, Khairul Anwar Salleh, CEO of Media Prima Television Networks and Primeworks Studios, said, “This Hari Raya Aidilfitri we welcome Boost onboard in collaboration with Ejen Ali. Aside from promoting great rewards and fantastic deals for the festive season, we hope as Ejen Ali teams up with Boost’s 10 Budak Merah, that it will bring back the much-needed Aidilfitri cheer we have been missing over the last two years of quiet celebration during the pandemic.”

With Hari Raya celebrations having gone in muted fashion in the last two years, Boost looks to reignite Malaysians’ festive spirit through this campaign, as stated in a press release. Additionally, Ungku Noraliza Syazawan Ungku Halmie, CEO of Boost Life, said that the new campaign represents the joy and freshness from coming out of the pandemic, and celebrating Hari Raya in full swing after two years, together with the brand’s consumer base.

“As the nation enters its transitional phase towards endemic status, we are excited to collaborate with Ejen Ali to feature the ‘KebangkiTEN Raya 10 Budak Merah dan Ejen Ali’ video to bring back the excitement of Hari Raya celebration for Malaysians and our Muslim community, while continuing to have Boost as your digital lifestyle companion for a safer and more convenient festive season,” Noraliza added.

Usamah Zaid Yasin, CEO of WAU Animation and director of Ejen Ali added that the partnership between Boost and Ejen Ali marked an exciting campaign, especially as life resumes normalcy in Malaysia. “I hope the spirit of Ejen Ali and 10 Budak Merah will also remind our audience that despite our eagerness to gather and celebrate with our family and friends again, we will all still remain vigilant to ensure our health and safety is taken care of too,” said Usamah.   The collaboration between Boost and Ejen Ali also leads up to the release of Ejen Ali Season 3, which will air on Disney+ Hotstar in 2022, where the show currently streams. 

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