Enchanteur and Scentify purrfectly solve pet owners' woes in quirky film

Personal care and fragrance brand Enchanteur, together with its fabric and car freshener brand Scentify, have launched a joint Raya campaign, titled “Raya ini, kucing bukan bintang utama” (‘Your cat is not the star this Raya’).

The campaign led by Ogilvy Malaysia, leverages the festive spirit of Raya to highlight how the brands’ fragrances and fresheners can enhance the atmosphere, particularly in cat-loving households. 

Don't miss: Hari Raya 2025: Roundup of brand campaigns from Malaysia

"Raya ini, kucing bukan bintang utama” addresses a sensitive reality for many Malaysian cat owners— the often-unspoken embarrassment of their homes smelling more like their feline companions than themselves. This can lead to a reluctance to invite guests, as the pervasive scent of pets is not always considered socially acceptable. 

Central to the campaign is a brand film that empowers Malaysians to reclaim their space and their scent - ensuring that the fragrance of their home leaves a lasting, positive impression and creates a welcoming, confident atmosphere for Raya celebrations that is free from the worry of unwelcome pet odours.

Told through the eyes of Pierre, an elegant and self-important cat, the film brings viewers through its sensory journey, observing how Enchanteur and Scentify’s scents elevate the festive mood and create an inviting space for everyone.  

Initially, Pierre had been the centre of attention in its household every Raya. This 2025, the shift in attention away from it, causing Pierre to sulk. The cat sets out to find the reason why, and eventually realises there’s room for everyone in the house this Raya.

The "Raya ini, kucing bukan bintang utama” campaign flips the script on the common trope of cats being used as side characters for Raya commercials, and instead, creates the role of Pierre who narrates the whole film. It also makes the fragrances and fresheners central to the story, rather than making the product secondary to the narrative. 

“Most festive films tell beautiful stories that could belong to any brand. We made sure this one could only belong to us. The scent isn’t just part of the setting— it’s the driving force of the story, proving that a great product and a great narrative can be one and the same," said Jaz Lee, executive creative director, Ogilvy Malaysia. 

Ogilvy also said in a statement, that in order to understand the challenges faced by their target audience, Enchanteur and Scentify, supported by the creative agency, conducted interviews with 20 families from bottom-40% (B40) households. The initiative revealed the often unspoken embarrassment cat owners feel about their homes smelling like their pets. 
 
“As Malaysians, we adore our cats— but during Raya, pet odours can dampen the festive vibe. This campaign tackles that unspoken worry, helping everyone feel confident when guests arrive. With just one spray, you can impress—making fragrance a must-have for Raya. This year, let your scent shine, not your cat," said Saki Goh, senior general manager of marketing, Enchanteur Malaysia. 
 
The Enchanteur x Scentify campaign is also supported by a point-of-sale materials (POSMs), and will culminate in a Raya open house at a cat café. It also aims to drive cross-category sales by positioning both brands as essential for creating a complete and memorable Raya celebration, focusing on the importance of personal and home fragrances in enhancing the festive atmosphere. 

This year, KFC Malaysia has also placed cats under the spotlight for its Raya campaign, by dropping an exclusive baju Melayu (traditional Malay outfit) and baju kebaya (traditional dress) for cats. The fast-food brand also unveiled a new ad introducing its new KFC Turkish spice fried chicken and burger on YouTube. The video features a cat in the KFC “Raya meowriah” outfit.  

Meanwhile, TNB has brought its cat mascot Jero back for yet another Raya film, “Kenangan Raya Aida” (‘Aida’s Raya memories’). Although Jero is just a side character, it delivers a punchy one-liner while donning a baju Melayu and songkok (traditional hat).  

Join us this coming 21 May for #Content360, an extravaganza centered around three core thematic pillars: Challenging the norm; Conquering Media Fragmentation; and Unlocking Imagination. Immerse yourself in learning to curate content with creativity, critical thinking, and confidence with us at Content360!   

Related articles:
ASNB honors silent familial sacrifices in Raya film
Time opens up its heart to criticism in satirical Raya film
CelcomDigi reflects on empathy and gratitude in heartfelt Raya ballad