AirAsia’s new spot titled “AirAsia Ramadan 2018: Ikhlas”, dives into the lives of individual AirAsia employees and celebrates the determination, integrity, perseverance and sense of responsibility that is heightened for all Muslims during the Holy Month.
The video, which garnered 639,151 YouTube views at the time of writing, shows the female and male protagonists sharing their experiences and learning moments during Ramadan. For the female protagonist, Ramadan’s test of perserverance serves to strengthen her spirit to continue working harder. It has also taught her the meaning of dedication, encouraging her to be better for tomorrow. Meanwhile, the male protagonist braves his challenges with humility and gratitude, turning his task into a practice to seek blessings and carrying out his duties with utmost responsibility.
In the meantime, the airline also unveiled another spot to celebrate the Kaamatan and Gawai Harvest Festivals in East Malaysia, drawing inspiration from a social enterprise that saw its rice business flourish through the connections enabled by AirAsia’s network.
The video focuses on a hardworking rice seller from Kuching named Langit, whose dream was to expand his rice business across Borneo. The tale carries viewers through Langit’s life – how he started his own family and his son’s aspirations in bringing his father’s dream across the continent. It accumulated 2,632 YouTube views at the time of writing.
Both story ideas were conceptualised by AirAsia’s in-house marketing, branding and creative teams and executed by Graph Studio. Dentsu X was also involved in the campaign. In addition to running the two videos, the airline is also running integrated campaigns including radio, print and activation plans, complemented with branded content and tactical airfare promotions.
“At AirAsia, we connect and unite people through our extensive network. Such has been a journey for many of us in Malaysia and we are glad to be part of this journey in living the virtues of true determination of Ramadan, as well as bringing families closer across distance, more so during festivities like Kaamatan and Gawai, despite how far and away they are,” Spencer Lee, head of commercial of AirAsia Malaysia, said.
“Throughout the festive period, we wanted to highlight the struggles and breakthroughs that leads to celebration. At AirAsia, we believe that hardships are crucial for dreams to take flight and we wanted to celebrate the spirit of passion and perseverance going into Ramadan and Harvest Festival,” Rudy Khaw, group head of branding, added.