Case Film
Case Board
TBWA KUALA LUMPUR
Delima Oil Products
Saji Cooking Oil
During the competitive Raya season, where many brands vie for attention, SAJI needed a campaign that connected emotionally with consumers. The goal was to elevate SAJI cooking oil from just a household item to a symbol embedded in the emotional fabric of Raya, driving brand loyalty and engagement.
Raya is a time for renewal, forgiveness, and mending relationships. In Malay culture, ‘naik minyak’ (literal translation: to go up on oil) - a common phrase meaning to get angry, presented a playful opportunity to reinterpret it during Raya, a season of reconciliation. By tapping into this cultural expression, we transformed SAJI cooking oil from a simple product into a metaphor for peace and unity. The ‘Minyak Maaf’ film reimagines SAJI cooking oil as the ‘Oil of Forgiveness,’ cleverly tying it to the Raya spirit of reconciliation. By humorously reinterpreting ‘naik minyak,’ the copy transforms a common phrase into a metaphor for diffusing tensions and fostering forgiveness. The culturally relevant script balances humor with emotional depth, using authentic Malay dialogue to reflect the true essence of Raya. This approach elevates SAJI from a cooking staple to a symbol of reconciliation, turning the act of cooking into an opportunity for peace and renewal.
TBWA KL
Creative Chief Officer: Yee Wai Khuen
Deputy Executive Creative Director: Fazlee Sabbaruddin
Creative Director: Mo Nazmi Ahmad
Senior Art Director: Amirul Halim
Copywriter: Zulika Shaharom, Mo Nazmi Ahmad, Junad M. Nor
Designers: Siti Khairunnisa Chan, Grace Yong
Content Creative: Megat Arezza
Senior Brand Director: Jerry Lim
Brand Manager: Sarah Karim
AV Producer: Mujib Abdullah, Noelle Goh
LAYAR LUCIDA
Executive Producer : Nadirah Zakariya
Director Writer : Junad M. Nor
Associate Producer : Syaza Nadzirah
Line Producer Assistant Director : Rahim Zali
Production Manager : Hafiy
Production Assistants : Alya Asri, Amri, San
Director of Photography : Kenz Koh
1st AC : Lilian
2nd AC : Wei Hao
Gaffer : Horng
Sound : Immar Mohd Zaki
Art Director : Halil Husairi Bin Hj Keliwon
Art Department : Shahril Abd Malek, Mat Zayuti Bin Mohd Ghani, Hero, Muhammad Tarmizi I Bin Sokhimi
Stylist: Shahnaz Bahar
Wardrobe assistant : Linda, Myra, Rashidi
Makeup Hair : Malya, Amirah
VTR : Hazeem
Talent Management : Sue Hussin
Storyboard : Jeng Foong
FILMTROOP
Post producer: Kai Sheng
Offline Editor: Ler Lian Jing
Offline Assist: Ng Xue Ying
Colorist: Beh Jing Qiang
Color Assist: Beckham Leong
Online Lead: Karyaen
Online Assist: Mun Jun Seak, Ler Lian Jing
SOUNDMOB ENTERPRISE
Oyens Voice : Beh Jing Qiang
DELIMA OIL
Head of Brand Marketing: Fatin Binti Sarjat
Brand Manager: Siti Nurain
Brand Manager: Siti Amalina
Marketing Manager: Mohd Edi Azrul Hordri
SPECIAL THANKS
Nur Marlina
