Kiehl's MY encourages self-love this Raya in micro-drama series

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Kiehl's Malaysia has unveiled a new micro-drama series on TikTok titled "Cahaya Raya" ('Raya's light').

The series aims to highlight how Hari Raya is a time of forgiveness, joy and love as well as well as for creating memories and cherished moments with family and friends.

The series follows the story of Raya, a 'nepo baby' who finds self-worth and the ability to love herself after going through a series of personal challenges and life changes. Throughout the four episodes, Raya navigates a painful breakup and an unexpected encounter with a prior schoolmate.

Don't miss: China's micro-drama industry booms: How brands can script their own success

@mykiehls Ep. 1: Puas betul tengok Raya jerit macam tu. Kalau korang pula, agaknya apa yang buat korang rasa nak menjerit sekarang? Nantikan episod #KiehlsCahayaRaya seterusnya yang akan datang tak lama lagi! #MYKiehls ♬ original sound - Kiehl’s Malaysia

In an attempt to shed her 'nepo baby' identity, she sets out on a business venture - selling Nasi Lemak ('coconut rice'). In her quest for success, Raya experiences harsh treatment by people she thought were her friends. With the support from friends, family and Kiehl's beauty products, Raya slowly discovers who she is and becomes more confident, ultimately loving herself more.

The series is available exclusively on Kiehl's Malaysia's TikTok account.

"Raya is not complete without drama, right?", said Kiehl's Malaysia in a TikTok statement.

A+M has reached out for more information.

"Cahaya Raya" comes following a steady rise of popularity in China's micro-drama industry. The trend has also seen an impact outside of North Asia, with shows such as Addicted only to you and White moonlight gaining loyal fans across Malaysia.

In conversations with A+M, industry professionals said the emergence of micro-dramas reflects the change in viewers' behaviours into leaning towards short, fast-paced storytelling and emotionally intense narrative style.

Ambrish Chaudhry, head of strategy, Asia, MSQ & Elmwood said the micro-drama format is a great opportunity for advertisers to showcase their storytelling skills and focus on what has always been their prerogative- to embed in popular culture.

Meanwhile, Johar said that micro-dramas as a format or skits, are also a great way for brands to create funny ads that resonate far better with their audience than a standard brand or sales push.

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