AirAsia hopes to spread joy this festive season with 2 new spots

AirAsia has launched two videos in line with three upcoming festivals in Malaysia 0 Hari Gawai, Kaamatan and Hari Raya Aidilfitri. These videos aim to highlight the importance of family ties and tradition.The Hari Gawai and Kaamatan video titled “The Girl Who Loves Rice” follows Kadazan cabin crew member Solius Ingrid Gangkangon as she tells her background story of how she developed her love for rice growing up. The video shows her harvesting rice with her family and learning the value of it as she grows up. The scene then cuts back to present time, when even as she is away travelling during the harvest festival, she is reminded of home and family with a bowl of rice in her hands.The video has garnered over 1,348,727 views on YouTube since its release about one week ago.https://www.youtube.com/watch?v=4misSM26UYUMeanwhile, the Hari Raya Aidilfitri video celebrates the excitement of Hari Raya with family and friends. The one-minute spot draws similarity between a Hari Raya house visit and a flight on AirAsia, showing how both guests and cabin crew prepare food, outfits, and travel plans for the festive season.Since its release on 20 May 2019, the video has gotten over 2,434,540 views on YouTube.https://www.youtube.com/watch?v=YyxDjs6j-6MIn a statement released to A+M, a spokesperson revealed that the videos were developed to build emotional resonance and strengthen the relationship with its guests as part of AirAsia’s objectives to grow brand affinity and sustain consumer loyalty amidst growing competition.The spokesperson also said that both festive videos were conceptualised in-house by AirAsia’s brand, creative and copywriting team, and executed by Passion Pictures for The Girl Who Loves Rice and The Userguide for the Hari Raya video.When asked about its marketing strategies for the videos, the spokesperson said the full videos for Raya and Gawai/Kaamatan were released in both Peninsular and East Malaysia respectively on Youtube with the objective to drive views, while 15-seconds snippets were used to promote AirAsia’s tactical promo on its Facebook and Instagram platform.“From sharing the joy of the harvest festival to bringing people home to their family and friends, AirAsia looks forward to celebrating the festive season with our guests. I’d like to wish everyone Kotobian Tadau Tagazo Do Kaamatan, Selamat Ngintu Ari Gawai and Selamat Hari Raya Aidilfitri,” said Rudy Khaw, AirAsia’s group head of branding.