Tesco celebrates a star-studded Raya

Tesco Malaysia is celebrating this Raya with its latest campaign featuring several local celebrities.Called ‘Harga Rendah, Raya Meriah, hanya di Tesco', the campaign targets Malay housewives and their household, and hopes to build a strong affinity with the audience through its host of famous local Malay celebrities.The campaign will feature celebrities aged within the 25 to 30+ age group like singers Faizal Tahir and Ana Raffali, TV host and author Wardina Safiyyah, DJ and actor Nabil Ahmad, footballer Safiq Rahim and celebrity chef Anis Nabilah in its marketing executions.According to Tesco Malaysia's head of brand communication Menaha Nadaraja, the campaign features celebrities to appeal to the vast segment of customers who shop with Tesco Malaysia and to engage them in its Raya celebration this year.The campaign runs with TVCs in Astro, TV3, TV9 and TV2, radio commercials on Era FM, Sinar FM and Suria FM and digital engagement on Tesco Malaysia's Facebook page.Print ads were also done in Harian Metro, Kosmo, Utusan Malaysia and Sinar Harian alongside a ‘Berbuka Puasa' charity event with celebrities and on-ground events with celebrities post-Raya.The media agency behind the campaign is Zenith Media, while Spin Communications, MOJO Films and Monogram Concepts were involved in the creative creation, conceptualisation and execution.The one-and-a-half month campaign runs till 25 August.