Safi celebrates the beauty of authenticity in Raya film

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Halal personal care brand Safi is celebrating the beauty of authenticity this Raya with its new "Kaherah untuk Farah" (Farah in Cairo) brand film.

The film sees a young Malaysian woman named Farah who leaves home to pursue her studies abroad. There, she faces the challenge of cultural differences and struggles with her confidence and self-esteem.

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One day, she finds a letter from her sister who encourages her to follow her heart and remain strong whenever her belief in herself falters.

Soon, Farah realises that she doesn't have to pretend or be someone else to fit in or succeed. All she needs to do is be herself.

After some time, Farah is hopeful to be the best version of herself with her newfound group of supportive friends, prayers from her family and a scholarship from Safi.

By the end of the film, she celebrates Hari Raya overseas in the way she wants to, remaining authentic to who she is no matter how far away she goes.

“Youth today face a myriad number of societal pressures that are often immense and overwhelming, especially in the face of life’s changes," said Kazlina Mohd Kassim, SAFI brand and insights specialist of Wipro Unza.

"Authenticity is beauty, and we want to inspire and support young women as they go on this journey of self-discovery and growth.”

The brand film, made in collaboration with MBCS, is available on Safi's official social media channels.

“This story is one of aspiration, hope and diversity. Studying abroad symbolises modernity and ambition and is something many Malaysian youth aspire to, so narrating this brand promise through this special story is something quite meaningful for all of us," said Ahmad Nazril Ibrahim, executive creative director at MBCS.

"While this experience may be a dream come true, it is also a time of personal challenges to accept your own identity and find belonging in a space that may be so vastly different from home. We wanted to show how Safi, as a well-known and trusted brand, is here to support the dreams of the youth of today and to celebrate the beauty of authenticity from within.”

The campaign comes as Safi launched a RM1 million scholarship which aims to provide financial assistance for qualified underprivileged young women.

Through this scholarship, Safi aims to support their academic and professional development in their chosen fields of study.

The scholarship is open to students who are currently pursuing a degree in participating top local public universities. It will cover tuition fees and allowances to aid education needs.

"Safi believes deeply in empowering the next generation of youth to soar and live their dreams, and we are excited to release this brand film for Raya in advance of the launch of our Biasiswa Siswi Safi, an education scholarship designed to support young women to reach for their dreams," added Kazlina.

Earlier this year, the beauty brand challenged stereotypes and championing female empowerment with its new "Sembur, Play, Slay!" campaign. 'Sembur' is Bahasa for the word 'Spray'.

The campaign celebrated the release of Safi parfum mist rambut (perfumed hair mist) and features hijab-wearing female gamers in a TV commercial, in-store point of sales materials and social media postings.

"Sembur, Play, Slay!" aimed to send the message of empowerment and inclusivity with the brand also launching a PUBG Mobile championship tournament in Malaysia.

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