BRAND’S InnerShine bets big on advertainment this Raya

In a move that signals how festive advertising is evolving in the social video era, BRAND’S InnerShine has launched an ambitious Raya campaign combining music, short-form storytelling and episodic content.

Created in collaboration with Fishermen Group, digital marketing agency MediaCliQ, and streaming platform Viu Malaysia, the campaign shifts away from traditional short-form commercials and instead builds a full entertainment ecosystem centred on a music video and a 20-episode micro-drama series.

Within two weeks of launch, the campaign has already surpassed four million digital views across Viu and TikTok, signalling strong appetite among younger audiences for brand storytelling delivered through entertainment formats.

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At the heart of the campaign are two key content pillars: a festive music video and a social-first microdrama series. Malaysian singer Nabila Razali fronts the campaign’s music video, Tak Sabar Nak Raya, which aims to capture the anticipation leading up to Hari Raya celebrations. Complementing the music video is a 20-episode TikTok mini-series titled Di Sebalik Cahaya Raya, distributed on Viu’s platform and its official TikTok account.

Amanda Lee, senior brand manager at BRAND’S InnerShine, said the brand wanted to transform pre-Raya excitement into a cultural moment for Malaysian audiences. “The excitement leading up to Raya is something every Malaysian can relate to, and we wanted to bring it up a notch through the combination of music and social storytelling,” Lee said.

“Our goal was to create a fun way for Malaysians to experience the festive excitement – from Nabila Razali’s music video to a playful TikTok mini-series that brings the Raya spirit to life," she added. 

The campaign was architected by Fishermen Group, which brought together the brand and Viu Malaysia to deliver the content-led strategy. According to Mark Darren Lee, managing director of Fishermen, the partnership worked because the agency was able to bridge both the brand’s commercial goals and Viu’s entertainment expertise.

“Innovation in this industry isn’t just about a good idea – it’s about the trust between an agency and its clients,” he said. “Viu is a total solutions provider with an incredible team that led the microdrama production. Our role was to architect a solution that balanced BRAND’S InnerShine’s objectives with Viu’s storytelling capabilities."

For the agency, the campaign represents a broader shift in how brands approach festive marketing. “Innovation is only possible when you have a brave client and the right partners to execute it,” Lee said.

While Viu handled production and distribution of the series, Fishermen Group focused on the campaign’s broader digital integration. The agency’s social and media arms worked to ensure the series was optimised for vertical video consumption on platforms such as TikTok, where short episodic content has increasingly become a popular format.

Chong Wei Ling, head of social media at Fishermen Group, said the strategy focused on encouraging binge-watching behaviour. “We didn’t just want to post a series; we wanted to create a binge-watching habit,” Chong said. “By working closely with Viu’s production insights, we ensured the 20-episode series was optimised for how Malaysians consume content on TikTok. The goal was to build a tight digital loop while keeping the InnerShine brand story authentically embedded in the narrative.”

The campaign also extended into the physical world, culminating in a fan engagement event at KL Sentral LRT station. The "Together Gather" activation allowed fans to meet the cast and engage with the brand in person, bridging the gap between the campaign’s digital storytelling and real-world interaction.

Separately, Astro has also built a platform for its Raya 2026 campaign. At the heart of it is the media company's 15-minute festive film titled "Bila bersama, lagi jadi" ('Better together') as the emotional centrepiece. Astro also extended the symbolism of the pelita panjut (traditional oil lamp) beyond the film through a large-scale sculptural installation created with Malaysian batik artist Farah Mohan of Batik Novak

Beyond the hero film and installation, the platform spans key visuals, retail activations and Astro’s festive programming lineup. The campaign also ties into Astro’s broader content ecosystem, where viewers can experience Raya programming across its services including Astro One for multi-device viewing and Sooka for mobile audiences.

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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