MR D.I.Y. drops CNY campaign tugging at heartstrings of Malaysians

Slithering into the Chinese New Year in fashion, Malaysian home improvement retailer MR D.I.Y. Group has launched a humorous yet heartwarming Chinese New Year web film along with the debut of a dance-themed music video. 

Titled 'The Family Trial', the eight-minute-long film features Hong Kong star Benz Hui and follows a father and son caught in a comedic feud over their Chinese New Year plans.

However, the son soon discovers his father’s secret health issue. The story then takes an emotional turn, ending in a heartwarming reunion dinner that highlights the unbreakable bonds of family.

In conversation with A+M, Alex Goh, head of marketing for MR D.I.Y. Group said the brand chose Hui to front the campaign as he is a legendary Hong Kong film and TV actor whose presence resonates deeply with Malaysians. "Known for his exceptional acting skills, he brought the storyline to life effortlessly, delivering exactly what we envisioned for the web film," he said.

To further commemorate this year's celebrations, MR D.I.Y. has also launched their very first Chinese New Year dance-themed music video, “Ular-lar,” inviting Malaysians to get creative and join in the fun with a dance challenge on social media to win prizes while spreading the festive joy.

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“MR D.I.Y is very much present in homes during this season, and we thought it would be fun to capture this spirit in a ‘Ular-lar’-themed programme, that brings together everything that people love about the season - visiting each other’s home, sharing good times with lots of food, and being entertained," said Goh.

He added, "We aim to provide Malaysians with accessible and affordable festive essentials and a fun, enjoyable and rewarding shopping experience. It is all about adding value and making everyone happy". 

In addition, MR D.I.Y has curated a series of Chinese New Year activities in stores, while also keeping to its promise of ‘Always Low Prices’. The retailer will be rolling out 100 Chinese New Year essentials at selected stores nationwide.

Goh said the 'Ular-lar' campaign focuses on spreading joy and fostering unity among Malaysians this Chinese New Year.

"What’s unique about MR.DIY’s festive web film is that it avoids direct product promotions, focusing instead on togetherness, with the brand logo appearing only in the final seconds. During CNY, Malaysians enjoy festive songs, so the catchy Ular-lar song was crafted to engage audiences, especially younger segments, creating a fun and memorable connection to the brand," he said. 

MR D.I.Y. is no stranger to tear-jerking festive brand films. In January last year, the retailer released an emotional and heartfelt Chinese New Year brand film along with a virtual love letter writing activity for consumers to ring in the year of the Dragon. 

Titled ‘Wo Ai Ni’, which translates to ‘I Love You’ in English, the brand film follows a retired school headmaster as he struggles to express his love for his family with whom he has been especially strict. The ad even introduces him as Long Wei Feng, the strictest headmaster in the country.

The brand film begins with a family standing in neat rows outside their home for a morning roll call with Long’s grandson taking viewers through what daily life in his household is like. From a standardised time to get out of bed, collecting meals like they are in a cafeteria and doing chores together, the film emphasises just how strict Long is.

However, during the morning roll call on Chinese New Year, Long showers his family members with compliments, telling them that they are doing a good job which contrasts his stern demeanor in the beginning of the film. He also tries to connect with his family members by bringing in a ring light to film a video on a new trend with the younger children, which seems out of character to his family members. 

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