SAJI tugs hearts with touching Raya film ‘Nas, Si Goreng’

Malaysian cooking oil brand SAJI has launched its “Rayakan rasa” (celebrate flavours) campaign for the festive season, which embodies SAJI’s message to Malaysians, that celebrating Raya goes beyond the “rasa” (flavours) of the festive food served. It is about the love, warmth and togetherness that turns every meal into a lasting memory.  

Under the “Rayakan rasa” campaign, SAJI has also released a heartwarming Raya film titled “Nas, Si Goreng”, which is a playful take on a beloved Malay home-cooked dish, nasi goreng (fried rice). The film was made in collaboration with advertising agency TBWA\KL. It features prominent local actress Liza Abdullah, Projek High Council's Fadhli Masoot and Munafik's Nabila Huda. 

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The film follows the story of two siblings, Anas and Anisa, who inherit their late mother’s beloved warung (food stall). While Anisa embraces their mother’s culinary legacy and works hard in the kitchen to keep her memory alive, Anas chooses to escape into storytelling and entertaining customers with his stories. 

Amid his tales, Anas gets called out for making up the stories. A family friend said to him, “goreng lah kau”, which is a clever colloquial riff on the nasi goreng theme. Just as Anas starts talking about his late mother, his sister serves up a plate of fried rice which looks like their mother’s.  
 
Unfortunately, the long-time customer found that the taste was not the same as what their mother used to serve at the warung. “Rupa kayangan, tapi sayang, hanyalah impian. Tak sesedap yang Mah engkau goreng” (‘It looks similar, but alas, just a dream. It does not taste as good as your mother’s fried rice’) he said. It seems that only Anas can recreate their mother’s fried rice, but he is reluctant to do so, fearing that he will never be able to match his mother’s skills. 

As Raya approaches, tensions rise, and Anas is forced to confront his grief and self-doubt. A pivotal moment leads him back into the kitchen, where he learns that cooking is not about perfection, but about sincerity and love.  

With a dish that carries both tradition and his personal touch, Anas finally understands that the true essence of Raya is found in the emotions which are poured into what he creates and shares with others.  

Beyond the film, SAJI is extending the spirit of “Rayakan rasa” through collaborations with Hotel Seri Pacific and Serai Restaurants, offering specially crafted Raya-inspired dishes that bring the campaign to life in a tangible way. These partnerships reflect SAJI’s commitment to making every Raya celebration feel richer, in both taste and meaning.  

The cooking oil brand is also inviting Malaysians to join in on its Raya campaign, with a lucky draw event through to 4 May. With every SAJI Seri Pelangi or Premeo product at a minimum value of RM25 purchased, participants can enter the competition to win cash prizes or Touch ‘N Go credits.  

Mo Nazmi Ahmad, creative director, TBWA\KL told A+M, "We wanted to tell a story that brings out a mix of emotions. Sadness, joy, love, and even anger. Just like how SAJI brings out flavours in every dish, 'Nas, Si Goreng' brings out the emotional flavours of life and Raya."

SAJI has also been sharing festive cooking recipes on its social media platforms, through its “Inspirasi citarasa Ramadan” (‘Inspiration for the flavours of Ramadan’) mini-series. The brand comes under FGV Holdings’ subsidiary, Delima Oil Products. 

Last year, SAJI released a comedic short film for Hari Raya, highlighting the importance of seeking forgiveness. Titled 'Minyak maaf', a play on the phrase minta maaf (seek forgiveness), the seven-minute short film follows a man named Abdul who loves to make fun and anger those around him. The film ends with a message encouraging consumers to seek forgiveness after angering others before the relationship disappears.   

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