Ramadan almost marks its end, signalling the arrival of the festive month of Aidilfitri. With such celebrations, there is always a surge in commercial films centred around Raya values and principles that appear on our screens. And Malaysians are sure to enjoy good Raya ads, whether something humorous or something heartfelt that’ll bring tears to viewers.
From Grab’s Wednesday Addams-inspired ads to Petronas’ musical trope, here are our picks for 2023 Hari Raya advertisement.
1. Etiqa: Panorama Abah Den
Etiqa, an insurance and Takaful company presents ‘Etiqa Raya: Panorama Abah Den’. The advertisements revolve around a village father who pledges to keep his friends updated on gorgeous vistas of Kuala Lumpur when he celebrates Raya with his son.
Annoyed with his father who always seemed to be recording, the father replied, ‘’It may only be a photograph or a video, but it provides an escape from the monotony of their life in the village’’. The message was simple yet touched the hearts of many.
2. Grab: Suasa Hari Rabu
Drawing ideas from Netflix’s smash ‘Wednesday’, Grab emphasises the story of ‘Rabu,’ who faced the humdrum, everyday routine after her parents died tragically. She immediately realised she wasn’t alone after discovering the Grab App. Utilising Grab’s conveniences and rewards, Rabu decided to step outside her emo-comfort-zone and organise a Raya event in her neighbourhood. A one-of-a-kind ads that are truly amusing.
3. Petronas: Dilema Irama
Petronas is known for bringing heartwarming Raya advertisements to the forefront, and this year is no exception; highlighting the tension between two generations of a father and son in Malay music traditions.
Man Gambus is responsible for the traditional music band in their kampung, until one day when he proposed his son, Nadim, to replace his ill friend to perform in a show, only for him to flee the scene. Accepting responsibility for his faults, Nadim quickly realises how vital it is for children to carry on their parents’ heritage.
4. Julie’s Kisah Raya
Who would have guessed that biscuits could forever alter one’s life? Julie’s Kisah Raya: PERIT highlights what it’s like to be a single mother in society’s eyes. When the mother revealed the difficulties she faced as a single mother parenting her one kid, her daughter admitted it was the one thing she looked forward to throughout Eid season. There is, however, a narrative twist in this Raya advertisment… what no other brand had done before.
5. Zakat Selangor: BAKTI
Speaking of mothers, Zakat Selangor’s Raya advertisements, simply dubbed ‘BAKTI,’ emphasise the importance of prioritising your parents above everything else. Especially during the Raya season. A celebration isn’t complete until you sit in the company of your loved and most significant ones, regardless of how busy or how beneficial you are to the society. Starring Malaysia top actor, Beto Kusyairi, the ending ripped the hearts of many.
6. Air Selangor: Gambar Pagi Raya
Everyone looks forward to snapping Eid pictures with their family, it’s a common practice in every household. But what happens when one is too obsessed with having a picture-perfect Raya until they forget to be present and appreciate the true meaning of Aidilfitri with their loved ones? ‘Air Selangor: Gambar Pagi Raya’ advertisement effectively conveys the message that “genuine memories are what is important.”
