PETRONAS RAYA 2025 - ANAK SIAPA NI?

Agency

Accenture Solutions Sdn Bhd

Client

PETROLIAM NASIONAL SDN BHD

Product/Service

PETRONAS

Brief

Raya has become one of the most competitive seasons in the advertising calendar, with brands racing each year to produce the most memorable and emotionally resonant festive film. But as the number of Raya ads grows, so does the challenge — how can a brand stand out without losing its authenticity? The real question isn’t just who tells the best story, but who tells the most meaningful and most relevant story during this period of time. For PETRONAS, the task was clear: go beyond surface-level sentimentality and uncover a genuine cultural insight that connects — not competes — with audiences, cutting through the festive clutter with truth, heart, and relevance.”‹

Solution

In Malay culture, guests are seen as bearers of rezeki (blessings). Therefore, during Raya, homes are kept open to welcome family, friends and even strangers. Yet today, the younger generation choose to stay away, rather than continuing the tradition. The decline in Raya visiting is not due to indifference but a disconnect from its deeper purpose. Urbanisation, dispersed families, and the convenience of digital connections have shifted priorities, causing younger generations to forget the meaning behind the tradition. Without this understanding, visiting is deemed as routine obligation hence why the tradition is quietly fading. PETRONAS saw an opportunity to remind viewers of the importance of keeping this tradition alive through a charming and lighthearted story. In it, Rafi is warmly welcomed by strangers with the classic icebreaker, ‘Anak Siapa Ni?’ (‘Whose son are you?’). Even when it’s revealed that he has been in the wrong house all along, the moment remains precious.

Credit

Agency: Accenture Song
Principal: April Toh
Executive Creative Director: Zaheer Kaisar
Creative Director: Cherry Lee
Creative Group Head: Ayuni Safira
Creative Group Head: Giam Chungken
Art Director: Leah Leong
BM copywriter: Qistin Izma
English copywriter: Sunita Soh
Group Account Director: Albert Tang
Account Manager: Lee Sin Wah & Shiraj Sarmada
Production Director: Farhah Isyqi
AV Producer: Adrian Nurdin

Client: PETRONAS
Siti Azlina Bt A Latif
Senior General Manager
Strategic Communications,
Group Strategic Relations and Communications

M Fazli B Ibrahim
General Manager,
Communication Delivery Section,
Group Strategic Relations and Communications

Dzaffri Redza Zainal Rashid
Senior Manager,
Communication Delivery Section,
Group Strategic Relations and Communications

Galoh Sazrina Samsudin
Senior Manager,
Communication Delivery Section,
Group Strategic Relations and Communications

Norhisham Abdullah
Manager,
Communication Delivery Section,
Group Strategic Relations and Communications

Zarak M Zain
Manager,
Communication Delivery Section,
Group Strategic Relations and Communications

Production House: Reservoir World
Film Director : Ismail Kamarul
Executive Producer : Ryan Edwin Khoo Boon Siew
Producer : Kaviraj Ganayson
Line Producer: Nicole Loo Mae Sze
Director of Photography : Eric Yeong Tuck Wei @ DP Gadgets
1st AD: Shane Nunis

Audio House: The Rec Room
Music Composer : Kieran Kuek
Sound Engineer : Amier Nelson
Executive Producer : Lau Shir Li

Media Agency: iProspect