Yoodo's cheeky take on Raya film pits 2 kuihs against each other in electoral race

This Raya, digital telco Yoodo is pitting two famous kuih raya against each other in an electoral race - the pineapple tart and the kuih semperit - as each party tries to win voters over with enticing promises and some good old fashioned smear videos. Both candidates even have their own Instagram accounts where potential voters can check out the respective party’s manifestos.

In Yoodo's Pilihan Riang Raya video, the two kuih raya use their Instagram accounts to highlight their respective backstories, character, and personalities. In this kuih-verse, the pineapple tart is a traditionalist who holds conservative ideals while Sam-perit is a modern candidate with more progressive views. The video was done in collaboration with 4 Thirteen Group and Pishang Creative.

Its spokesperson told A+M that instead of churning out a sentimental video, the digital telco wanted to give the audience something lighthearted and cheerful that sparks debate and hopefully lifts the general mood this Raya. With food being one of the most important aspects of Malaysian culture, especially in celebrations such as Hari Raya, the team felt that kuih raya made for the perfect additions as the starts fo the campaign. An interactive microsite was also created to allow users to vote for their winning kuih.

The spokesperson added that humour is also Yoodo's strong suit, and it tends to play on the cheekier side of things as a young brand. For example, its Chinese New Year video this year focused on how things would be if the God of Prosperity was real and walking among us. Meanwhile, its Merdeka video last year called for #Yoonity against a common enemy – flying cockroaches. "This twist of humour resonates with Yoodo’s bold and cheeky brand, and helps the overall campaign stand out," the spokesperson explained.

At the same time, Yoodo is all about choices and giving users what they want. Since users can choose and customise their mobile plan however they want, Yoodo sought to tie this element into its Raya campaign by giving our audience the pilihan to choose their favorite kuih.

Head of Yoodo Chow Tuck Mun said the video is in line with its values. "At Yoodo, we are all about choices. Our users can pick and customise every aspect of their mobile plans, and so we wanted to apply that same element to our 2021 Raya video – literally giving the audience a pilihan raya – with the added touch of Yoodo’s signature brand of cheekiness," Chow said.

Meanwhile, 4 Thirteen's head of content, Akmal Raja, said talking kuih raya can be pretty funny. "Talking kuih raya throwing shade at each other in a fantasy election? That is something that we can get behind. We wanted to stay away from classic Raya video tropes. An election between 2 rival cookies is as far as we can get from 'tak dapat balik kampung'," Akmal said.

The Raya film is concurrently supported by a spend and win campaign where Yoodo can win special hadiah Raya until 13 June this year. It has also tied up with Tropicana Twister for a special Raya Bersama Tropicana and Yoodo promotion that will run until 30 June.

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