lain Macamnya Raya

Agency

NAGA DDB SDN BHD

Client

Astro Malaysia

Product/Service

Astro Raya 2025

Brief

Every Raya, the same familiar story unfolds with sentimental films filled with nostalgia, family reunions, and slow-motion rendang shots. While the season remains an important moment for Astro to connect with Malay audiences, the challenge was to break through a sea of lookalike festive ads. We needed to stay emotionally resonant yet boldly different, to create a Raya story that Malaysians would not just watch but see themselves in.

Solution

We embraced the truth that Raya today is not perfect. It is loud, diverse, and beautifully chaotic. Across Malaysia, every family celebrates differently, from unique state cuisines to evolving fashion styles and modern-day traditions. Instead of idealising Raya, Astro celebrated the real Raya that is ever-changing, funny, heartfelt, and authentically Malaysian.

Our idea, “Meriahnya Lain Macam,” captured the joy and chaos of these celebrations through a multi-genre brand film blending comedy, drama, and warmth. To make it truly relatable, we brought together Astro’s celebrity icons, familiar faces who embody the spirit of the nation, as a way to connect with our audience more personally. Through one film told across many formats, Astro showed that there is no one way to celebrate, because everyone’s Raya is lain macam.