11 Raya campaigns that hit the right notes in 2026

2026 is the year brands truly went all out for their Ramadan-Raya campaigns. We’ve seen everything from musicals to social-first activations, microdramas, heartwarming tearjerkers and, did we already mention… musicals?

For brands with longstanding legacies of releasing Raya films each year, expectations were higher than ever. Audiences either anticipated the same signature style and tone, or hoped for showstoppers that could top the previous year. Notably, some big names have chosen to sit this year out, despite delivering memorable campaigns in the past. While they are missed, this year’s lineup has more than made up for it, bringing both tears and festive joy, offering a much-needed spark amid everything happening in the world right now.

That said, their absence has opened the door for other brands to step into the limelight. This year, we saw Sun Life breathe new life into pre-loved Raya clothes with “Baju Raya Lama Baharu 2.0”; AirAsia drop a catchy bop featuring songstress Siti Nurhaliza in its signature red; CelcomDigi spotlight tradition-makers with “Penyeri Tradisi Raya”; BRAND’S InnerShine roll out a micro-drama on TikTok and Viu; Yeo’s Malaysia lean into a jug-centred campaign; and Farm Fresh shine a light on a not-so-young boyband in “Bersama Semoola”.

Meanwhile, established brands such as Astro, Watsons, Tenaga Nasional, McDonald's Malaysia, Air Selangor, PLUS and Julie’s Biscuits continued to put their best Raya foot forward, delivering crowd-pleasing films with the creative twists and emotional pull audiences have come to expect.

Don't miss: 13 Raya packets that brought more than just duit this 2026

Among all the campaigns we’ve covered and seen this year, here are 11 that caught our eye and hearts at A+M, listed in alphabetical order:

1. Association of Banks Malaysia (ABM)

The Association of Banks Malaysia (ABM) joins this list with its simple, straightforward, yet attention-grabbing #JanganKenaScam anti-scam film, “Makan Diri” (Self-eating), this Raya. Last year, the association focused on social content and creator collaborations to educate the public on the many types of scams, including festive-related ones.

However, this marks the first year ABM has released its own festive film. Previously, it was Bank Negara Malaysia leading the charge with the humorous and upbeat Deepavali campaign “Naan Oru Scammer” (“I am a scammer”). Starting with Chinese New Year 2026, ABM rolled out “Sui Sui New Year”, a short film about an aunty attempting to turn her luck around through a bracelet scam.

For Raya, the association flips the script, telling the story from the perspective of a scammer, potentially targeting the issue at its root. The film follows a young man (played by Fadhli Masoot) who creates .apk files disguised as links to download an app for cheap Raya groceries. Initially, he ramps up operations to earn more duit raya for his grandmother. But when she falls victim to his own scam, he realises his mistake and decides to turn over a new leaf.


2. IJM Land

IJM Land really surprised us this year, stepping up its game from previous Raya films such as 2024’s “Rindu-rinduan Anak Bulan” and 2025’s “Tiket Bas Sehala”, which followed a young man on a magical journey back to his kampung.

This year’s “Kemas-kemas Memori Emas” (Tidying up golden memories) hits all the right notes with a fantastical twist. The film depicts a grandmother in a house reminiscent of Alice in Wonderland, surrounded by piles of belongings, from TVs to chairs and books. Her dreamlike world begins to fall apart when a giant broom sweeps everything away.

Upon waking, she realises many of her possessions are gone. Beneath her rumah kampung (traditional house), she finds her family preparing to throw them out. As she shares the memories tied to each item, those moments come alive in miniature scenes atop the objects. Slowly, her family begins to see things from her perspective, and eventually offers to move her into a bigger, better home, an IJM Land one, of course, to hold more of her treasured belongings.


3. Maybank

For many Malaysians, a mother’s love rarely comes in grand declarations. Instead, it shows up in quiet, everyday gestures, a late-night meal after a long day, a packed container of food before a journey, or the familiar taste of home waiting at the table.

Tapping into this universal truth, Maybank’s 2026 Hari Raya film “Berkat Mak” (‘A mother’s blessing’) celebrates the subtle yet powerful ways mothers show love. Rather than centring on festive traditions alone, the film explores a dynamic many families know well, where affection is rarely spoken, but deeply felt.

What we love is just how relatable it is. Most Malaysians have experienced a mother’s love through something as simple as a tupperware filled with home-cooked food. Much of the story unfolds through Mak’s reflective voiceover, her tender narration feeling like a love letter to her children, and words she never quite said out loud.


4. OCBC

Here’s another film that hits close to home. Even in the comments section, audiences shared how it mirrors their own relationships with their fathers.

“Di samping ayah” (‘Beside my father’) plays on the dual meaning of the samping, a traditional Malay garment, using it as both a cultural symbol and a metaphor for a life shaped alongside a father’s guidance. It centres on the idea that inheritance goes beyond wealth, living on through values, wisdom, and quiet lessons passed down through generations.

The emotional core lands when the father, often seen as stern, shares a tender moment while helping his son tie his samping, revealing that his strictness has always come from love. We loved the film’s dramatic execution, from cinematography to score, acting, and narration, coming together to create a beautiful and deeply relatable piece.


5. Petronas

With more than 12 million views, Petronas’ Raya film is clearly doing something right. This year, the brand takes on a softer, gentler tone with “Seindah Ramadan (Little Joys of Ramadan)”, a shift from last year’s lighthearted “Anak Siapa Ni?” (Who's child is this?).

The film follows two young girls excited about Ramadan, filling their days with baking cookies, enjoying iftar (breaking fast time), getting their baju raya (Raya outfits) tailored, shopping for new shoes, and attending buka puasa (breaking fast) gatherings. Everything feels like a typical festive experience.

However, when Syawal arrives, the girls appear visibly sad that Ramadan has ended. As they prepare for Raya, it’s revealed that they live in a girls’ home, and that the joyful moments were shared not with parents, but with their caretakers. The film closes with a heartfelt message reminding Malaysians that acts of kindness should not be limited to the festive season, a gentle nudge that there are always people in need, Raya or not.


6. Prego

Prego Malaysia came in with one goal this year, to make everyone’s Raya more “PRGHHH”, a slang expression for something impressive or amazing. Featuring actress and host Ain Edruce, the brand’s “Raya Lagi PRGHHH Bersama Prego” campaign takes the form of, yes, a music video.

Kudos to Prego, owned by Campbell Soup Company, for smoothly weaving its products into the lyrics, all while keeping the festive energy and hype of a classic Raya MV. With a catchy tune and playful execution, it might just stick in Malaysians’ minds the next time they’re grocery shopping.


7. PruBSN

PruBSN (Prudential BSN Takaful) takes a different creative route this year, steering away from the usual tearjerker narratives with “Sebuah Kisah Raya” (‘A Raya story’).

Fronted by Meerqeen, the film initially sets viewers up for an emotional ride, opening with him cycling in tears. But he quickly breaks the fourth wall: “Asal Raya je nangis, asal nangis je Raya. Setiap tahun, confirm jadi hero Raya.” Just like that, expectations are flipped. What follows is a refreshing take, spotlighting everyday “heroes” in the household, from mothers to grandparents, through a montage backed by dramatic music.

Talk about playing with our feelings. Still, it’s a fun, refreshing shift to see a major star step back from the typical hero role, while still very much owning the spotlight.


8. RHB

RHB continues its run of purpose-driven storytelling, once again spotlighting real-life stories with deeper social meaning.

Following its Chinese New Year film “Dignity”, the bank’s Raya campaign “Ruang Harapan (Hope)” tells the story of Siti Rahayu Baharin, founder of Buku Jalanan Chow Kit, an alternative learning centre supporting marginalised children in Kuala Lumpur.

What began as a small initiative has grown into a safe space offering education, meals, and support for underprivileged and undocumented children. Beyond its strong storytelling and production quality, the campaign also stands out for its resilience, with the team overcoming challenges such as a fire at the filming location in Chow Kit.

A thumbs up to RHB for continuing to champion purpose-driven narratives this festive season.


9. Syarikat Jaminan Pembiayaan Perniagaan (SJPP)

SJPP makes its Raya debut with “Fenomena Ramadan” (‘Ramadan phenomenon’), drawing from a familiar trend where small businesses boom during Ramadan before slowing post-Raya.

The film pulls viewers in with the story of two sisters clashing over an F&B idea, before an accidental creation, “Ayam matcha berry Dam Dam Dum”, goes viral. The unexpected success eventually brings them back together, reinforcing themes of rezeki (livelihood), perseverance, and silaturahim (friendship).

What stood out was how naturally SJPP’s financing scheme was woven into the story, helping turn the sisters’ dream into reality. A solid example of storytelling that informs without feeling forced.


10. Spritzer

Spritzer adds a playful twist this Raya with “Serikan Raya sparkling-kan suasana”, anchored by the musical film “SAMTING SAMTING”.

The story follows a newlywed navigating expectations at her husband’s kampung, quietly impressing the family with her cooking, much to the suspicion of Mak Ngah. The phrase “samting samting” becomes a recurring gag throughout the Broadway-inspired narrative.

What we loved most is how the entire script is written in rhyming lyrics, paired with shifting melodies that keep the film engaging from start to finish. Beyond entertainment, it also cleverly positions Spritzer Sparkling as a cooking ingredient, a fresh angle for the brand.


11. TikTok Shop

If you’re throwing a Raya party, TikTok Shop might be the one to call. Its “Bazar direka untuk anda” (Bazaar designed for you) campaign transforms online shopping into a curated, entertainment-driven experience.

At its core is a catchy musical film that opens with “TikTok Shop Bazar Rayayaya”, featuring creators within the platform’s familiar interface, complete with comments and live-selling energy.

What stood out is its full 360-degree rollout, spanning creator content, livestreams, eCommerce deals, and an original track by TwoAM performed by The Impatient Sisters. It’s loud, lively, and very much in line with TikTok Shop’s larger-than-life style.

Be part of #Content360 Malaysia, 13 May 2026, where creativity and community collide. Explore how AI-powered imagination, culturally resonant storytelling, and platform-savvy strategies are shaping the future of content. Gain practical insights, discover new tactics, and learn how the region’s top creators and brands are crafting campaigns that truly resonate.

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