Hari Raya 2025: Roundup of brand campaigns from Malaysia

With Hari Raya just around the corner, Muslims across Malaysia are preparing to celebrate with family and loved ones. This 2025, A+M is spoilt for choice, as a wave of brands and agencies nationwide roll out their Ramadan and Raya campaigns— ranging from creative and comedic, to heartwarming and tear-jerking.

Over the past few weeks, A+M has covered ZALORA’s “ZALORAYA 2025” campaign merging tradition with omnichannel innovation; ZUS Coffee’s Cerita malam Raya song; Watsons Malaysia’s icon-filled Raya brand film; PLUS Malaysia’s heartwarming short film “Kias rindu”; as well as Astro’s unique “Lain macamnya Raya” film.

Here’s a rundown of 12 more Raya campaigns and films which were on our radar this year, in no particular order:

Don't miss: Spritzer explores what makes Raya special in star-studded film

1. Caltex  

Petrol brand Caltex, together with TBWA\KL's “Salam kita untuk kita” Raya brand film highlights the true meaning of an important tradition— salam — that might be taken for granted sometimes, especially in the Malaysian culture. 

It has always been here, embedded in our culture, and it is always meant to be shared in our journeys. Salam — a small gesture, but powerful enough to drive our happiness further during this festive celebration. The film tells a deeper story of how salam is a great foundation to many of our festive traditions, and not just for forgiveness. 

Salam can be a bridge to a new friendship when we’re traveling, a conversation starter, a sign of hospitality, and even as a promise for the life we want to build, which happens mostly on our journeys. Salam brings us together in many ways, sometimes more than we could imagine – making it an iconic aspect of the Raya celebration. 

2. Farm Fresh 

Dairy brand Farm Fresh pokes fun at the vague requests which Malaysian mothers make, asking their children to bring them “that”.  
 
In “Bawa balik yang ‘itu’,”(“Bring ‘that’ back home”), the film’s main character Amir faces a dilemma as he tries to decipher what his mother is asking him to bring home for Raya. Played by Projek High Council’s Fadhli Masoot, Amir starts getting worried, as he believes that his mother is asking him to bring a girlfriend home for Raya.  

Amidst his attempts to find a new girlfriend, a group of mak ciks (aunties) clad in pink and blue, sing about his woes. The film also brings viewers through a comedic 80s-style rock jiwang (romanticism) scene as Amir makes his way to his kampung (hometown). Upon meeting his mother, Amir realises that he had mistaken “itu” for “menantu” (daughter in-law), and his mother was asking him to bring a thermos back.  

3. First Pride  

The meat products provider has brought to life its beloved chicken nugget mascot Kevin, and his new friends Kat-Su, Chee Ken, dan Drum-Mat, through 3D animation for its “Moment istimewa bersama First Pride”(‘Precious moments with First Pride’) campaign created in collaboration with Vertixal.  

“Moment istimewa bersama First Pride” embodies the joy, connection, and meaning of the Ramadan and Raya seasons. These moments— first sahur (pre-fasting meal), first iftars (break fast), first balik kampung (hometown) trip in the year, family gatherings, and shared Raya meals— become cherished memories, enriched by the ease and deliciousness First Pride brings to the table.  

The campaign takes on a digital-first execution, prioritizing video storytelling and dynamic social engagement to maximise audience reach and interaction. It also features media and influencer partnerships, time-sensitive digital advertising, social media engagement, as well as a Super League 2024/25 activation. 

4. Grab Malaysia  

Grab Malaysia and creative agency Fishermen Integrated’s “Kebaikan dalam setiap pesanan” (The good in every order’) campaign celebrates and turns real stories from Grab drivers and delivery-partners into meaningful storytelling. 

Beyond delivering meals or parcels, Grab Malaysia is delivering heart by spotlighting the everyday unsung heroes behind the brand’s app. The company invited five of their partners to step into the director’s seat— shaping and narrating their own stories through short films that reveal how every pesanan (order) they deliver has helped them push forward in life. Each narrative is raw, real, and rooted in personal experiences. 

Ko Li Ping, marketing head at Grab Malaysia said "Kindness has a way of creating a ripple effect, and with this campaign, we want to shine a light on the kindness within our communities and celebrate our driver and delivery-partners, sharing their stories in the true spirit of Ramadan and Raya.” 

5. Mattel  

Together with MBCS (Mediabrands Content Studio), global toy company Mattel has launched a creative social-led campaign devised to keep children entertained and refocused away from the Ramadan fast hunger pangs. 

Mattel’s #PuasaPlay features a series of creative games using different Mattel toys that help keep kids entertained and distracted from hunger. With many Malaysian families encouraging their kids to fast during Ramadan from as young an age as 6, the campaign looks to keep kids engaged through play, to help take hunger out of their minds as they complete their fast. 

The social-led campaign included game challenges, with step-by-step instructions on the Mattel toys required and how to go about using creativity and household items to complete the tasks. The #PuasaPlay games created are: Make the Jump, Barbie’s Camouflage Dress-Up, Mystery Raya Décor, Thomas & Friends Raya Theme Stations and Mattel Toy Charades. The campaign also included content by influencers, and e-commerce promotions on Shopee and Lazada.

6. Maxis  

This Raya, Maxis presents “Saat Bermakna” ('Meaningful moments'), a heartwarming film celebrating the importance of staying connected with your loved ones.  

The story follows Fatin, who is tasked with safely bringing her siblings to balik kampung (travel home) during the festive season. Along the way, a misstep leaves her brother Acu stranded at an R&R stop. As the family makes their way back to pick Acu up through the traffic congestion, they are able to keep him company on a video call and remain connected throughout the whole journey. Acu also caught the attention of kind onlookers who spoke to his family and helped to look after him while awaiting them. 

Maxis said that the film celebrates how it is reliably here for all Malaysians’ important Aidilfitri moments. The moments filled with anticipation, laughter, and togetherness.  

7. Maybank

Maybank's "Projek salam", takes the act of exchanging greetings during Hari Raya Aidilfitri one step further, by sharing the story of Nur Balqis Zharah, who was born with a congenital limb different. As a part of the project, Maybank in collaboration with the University of Malaya (UM), provides her a prosthetic arm.

Balqis, the eldest of three siblings, was born without a left hand. Despite this challenge, she has faced the world with remarkable strength and perseverance with support from her loving parents—Fauzi Fazil, a military serviceman and Suraya, a full-time homemaker. Hari Raya this year is different for Balqis and her family— now marked by a long-awaited embrace, acceptance, and newfound hope, all captured in the simple yet profound act of salam.

Barney Chua, film director of Mojo Films said “This is a story about a little girl who just wants to take part in something everyone else takes for granted— and the people who showed up, quietly and wholeheartedly, to make that happen.”

Shazlina Binti Mohd Suffian, EVP & head of group brand and marketing, Maybank Group, shared “This Raya story a testament to how innovation, when driven by purpose, can break barriers and create new possibilities. As we continue to embrace technology in our journey, we remain committed to ensuring that progress is inclusive, impactful, and deeply human.”

8.  Malaysia Aviation Group

Malaysia Aviation Group's "Selagi ada hormat" ('As long as there's respect') Raya film has reminded Malaysians of the values that unite them, and the importance of staying true to their roots.

The film depicts the story of MAG's own group managing director, Captain Izham Ismail, and how he was born into a mixed-heritage family at a time when such backgrounds were often unaccepted. According to MAG, this upbringing shaped his leadership philosophy— one that embraces diversity as a strength and a foundation for progress.

Captain Izham Ismail said “Malaysia flourishes when we embrace our differences as a source of strength. Through this festive video, we want to show that respect transcends race, religion, and social status — it is the essence of our unity and progress. By uniting our strengths, we can create a lasting impact, not just in aviation but across the nation.”

9. Petronas 

This year, Petronas’ “Anak siapa ni?” (‘Who’s kid is this?’) Raya film warms hearts with a tale which touches on the feelings of loneliness amidst the festive season. However, it reminds everyone that despite that, one can also be grateful for the little blessings, even in an empty house during Raya.  

The film follows Rafi, who unwillingly makes a journey to attend his relative Pak Karim’s Raya open house. Alone without his mother, Rafi goes around to greet everyone but is soon met with the question, “anak siapa ni?”. As the day comes to an end, Rafi sticks around despite feeling out of place, to wait for the hosts who promised to serve him rendang. 

After bonding over the dish, and a heartfelt conversation about loneliness, the hosts soon realise that Rafi was at the wrong house. The trio break out in laughter, with one of the hosts saying “patutlah tak kenal!” (‘No wonder I did not recognise you’). Rafi keeps the couple company, before moving on to the actual relative’s home next door, only to be met with “anak siapa ni?” again. 

10. RHB Bank 

RHB Bank has teamed up with creative agency FCB Shout and production house D Moving Pictures for its “Sulaman Kebersamaan” (‘Belonging’) campaign, which is anchored by a meaningful partnership with the Baju Raya Project (Raya outfit project). 
 
The film was inspired by the true story of Adib and how the Baju Raya Project took shape to what it is today. The story follows Adib, who visits an orphanage to drop off a box of donations, and later finds out that the children wished to have Raya clothes to celebrate Hari Raya. He then sets out on a mission to run a donation drive to collect baju Rayas for the underprivileged. 

The Baju Raya Project is an annual not-for-profit initiative dedicated to collecting pre-loved Raya clothing from donors across the community. Volunteers then gather to sort, clean, and distribute these garments to orphans and single mothers. This year, the project brought in a collection of close to 9,000 Raya clothes, which were donated to 16 orphanages around Kuala Lumpur. 

11. Shell Malaysia 

Enter the universe of Roger Hensem— an “adventurer” played by local actor Remy Ishak who brings his family on four “quests” with the help of Shell’s FuelSave 95 and FuelSave Diesel. The four-episode Raya series created in partnership with GrowthOps Asia.  

The four “journeys” build on the success of last year’s campaign of the same title, “Kembara Lebih Jauh” (‘Journey further’). It features a series of light-hearted, family-friendly escapades that showcase both the emotional and practical benefits of Shell FuelSave, and also promotes Shell’s Raya lucky draws. 

The campaign will be rolled out as a fully integrated effort through the year across TV, cinema, OTT, radio, outdoor, digital, social media, in-store, and more, ensuring Malaysians engage with Roger and his family across every platform. 

“Bringing back Roger Hensem is more than just a creative choice—  it’s a strategic one. Research from the IPA shows that consistent, memorable characters drive stronger long-term brand impact,” said Adzam Bahrin, regional creative director, GrowthOps Asia. 

12. U Mobile  

Local telecommunications company U Mobile has brought on innovative next gen technologies such as Augmented Reality (AR) and Artificial Intelligence (AI) to elevate its Hari Raya Aidilfitri campaign this year. The campaign offers families an interactive, and immersive festive experiences. Firstly, an AI-generated host Ai.dil, will be featured alongside local celebrities Sherry Alhadad, AC Mizal and Nabil Ahmad at Astro’s Bombastika Raya 2025 live countdown concert. Astro Ria viewers can scan the QR code displayed on screen during the concert to chat with Ai.dil via an Instagram Live session.  

It has also introduced an AR filter “Bunga AR-pi" (‘fireworks’) which brings the theme of its 2025 Hari Raya packets to life. The filter can be accessed on U Mobile’s TikTok account, or by scanning the QR code on its Raya packets.  

U Mobile also released a Raya brand film titled “Suaraku” ('My voice'), which follows the story of a deaf and mute girl, Lina, as she employs the help of AI to speak and connect with her father. As a part of the film, U Mobile also used AI to create Raya greeting videos for the deaf communities, allowing their families to hear their "voices" for the first time. 


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!   

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