This Raya season, Tenaga Nasional (TNB) wants to celebrate the festivities with a simple, yet timely reminder that family matters most.
Titled Dugaan Raya Aida (Aida’s Raya Woes), the story was conceptualised by Leo Burnett Malaysia and features a character called Aida, who works in the city as she tries to overcome multiple challenges in preparing for her trip home to spend time with her loved ones. She takes on extra work at her office, earn extra income to meet the expectations of her family members, and makes it home despite losing her bus ticket. Despite the odds stacked against her, she perseveres and reunites with her very forgiving family.
According to Leo Burnett Malaysia’s senior art director Hyrul Anuar, the story line was based on his sister’s experience having had to work hard in a biscuit factory to support her 12 siblings, “I made my sister’s real life story into a drama and inclusive of post production it took two months to complete,” Anuar said.
Since its launch on 14 June 2017 on social media, the four minutes web film has garnered over 2 million views under 24 hours and to-date it has more than 8.2 million views and 28,000 shares on Facebook. The ad will also appear as a 60-second TVC on RTM, Media Prima, Astro and Al Hijrah channels starting 22 June for about a week.
TNB said the ad is part of a campaign that includes a music video for the specially written Raya song featured in the web film, as well as recipe videos for those who want to make the Raya cookies featured in the film.
The spot was directed by Quek Shio Chuan of Reservoir Productions, who also collaborated with Leo Burnett on TNB’s equally popular Chinese New Year film, “Cooking Hustle”. Besides that, a karaoke version of the music video will be available for all music enthusiasts to immerse themselves in a sing-along session with friends and family. Meanwhile, Aida’s recipe videos will be also made available after 20 June 2017 on TNB Careline’s social channels.
“Aidilftri is about strengthening relationships between family and friends. For this year’s Hari Raya, we seek to convey the message that relationship with family members is sacred and we should always value our time spent with them,” TNB’s chief corporate officer, Datuk Wira Roslan Ab Rahman said.
“Tenaga Nasional has always been about brightening people’s lives, and more so during the festive season. And we believe that this humorous take on what many Malaysians can relate to will put a smile on everyone’s face,” Iska Hashim, group creative director of Leo Burnett Malaysia said.