Can a kampung rivalry ruin Raya? Astro’s film puts it to the test

Astro Malaysia is tackling the growing pressure of “perfect Raya” culture in its Ramadan–Raya 2026 campaign, launching a 15-minute festive film titled "Bila bersama, lagi jadi" ('Better together') as the emotional centrepiece of its RaRa 2026 platform.

Created in partnership with Naga DDB Tribal and directed by Hyrul Anuar from Director’s Think Tank, the film tells the story of two neighbours locked in a playful rivalry to outdo each other with increasingly elaborate pelita panjut (traditional oil lamp) displays.

The story begins when a village announces its annual Pesta Panjut Raya decoration competition. Samad, the reigning champion for five years running, confidently celebrates his winning streak — until the village head introduces Razak, who has just returned to the kampung after several years away and decides to join the festivities. In a comedic twist, the tok kampung breaks the fourth wall and invites viewers to watch a dramatic flashback of Samad and Razak’s past via Astro One on a tablet.

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The flashback unfolds through a lively Malay rock song, revealing how the two were once inseparable friends before becoming estranged after falling for the same woman. Samad ultimately wins her heart and marries her, leaving Razak heartbroken and prompting him to leave the village. The musical sequence ends with the catchy line “Begitulah flashbacknya” (That was the flashback), with the singer also breaking the fourth wall — a recurring comedic device throughout the film.

Back in the present, the village begins preparing decorations for the competition. When Samad hoards the bamboo and materials needed for the pelita displays, Razak gets creative, unveiling a showstopping LED light installation. His build-up plays out through another humorous rock montage — complete with a chorus repeating “Montaj!” as Razak works on his display.

Determined to reclaim the spotlight, Samad escalates things with an ambitious fireworks and drone show, which unfortunately backfires and burns down his home. Blaming Razak for stealing the spotlight, tensions flare before the two finally reconcile. In the end, Razak helps rebuild Samad’s home, reflecting the true spirit of Raya — forgiveness, unity and gratitude.

Starring Adlin Aman Ramlie and Faizal Hussein alongside names such as Bell Ngasri and Noryn Aziz, the story ultimately highlights unity, forgiveness and the spirit of community during Aidilfitri (Eid).

Astro hopes the story will encourage Malaysians to shift their perspective on what makes Raya meaningful. “Raya is a season that celebrates connection and joy, and this year brings a renewed sense of meaning,” said Benjamin Woo, head of group marketing at Astro. “Through our festive content, music, and community initiatives, we hope to remind Malaysians of the meaningful moments that make Raya truly special.”

“At the heart of this is our film, which captures the shared rituals and heartfelt interactions that define the celebration. With ‘Bila Bersama, Lagi Jadi,’ we hope it inspires people to reconnect and embrace the spirit of togetherness,” Woo added.

Meanwhile, Naga DDB Tribal believes the campaign demonstrates how brands can cut through festive advertising clutter by focusing on shared cultural experiences.

“When brands move beyond messaging and create experiences that people can step into, they become part of the celebration itself,” said Alvin Teoh, chief creative officer at Naga DDB Tribal. “This Raya, we set out to design something Malaysians could gather around. A shared reminder that when we come together, everything shines brighter.”

Through reflection and reconciliation, the characters eventually realise that the true spirit of Raya shines brightest when shared. “We wanted the story to feel relatable — reflecting the ‘tak nak kalah’ (refusal to lose) attitude many of us recognise — before gently guiding it back to unity,” said Hyrul Anuar. “When the pelita panjuts finally come together, the light becomes overwhelming in the best way. It’s a simple visual metaphor, but emotionally powerful.”

The pelita panjut, a traditional oil lamp synonymous with Hari Raya, serves as the central visual metaphor of the campaign. While a single pelita casts only a small circle of light, many pelitas together illuminate an entire space. Astro has extended this symbolism beyond the film through a large-scale sculptural installation created with Malaysian batik artist Farah Mohan of Batik Novak.

The installation, crafted using batik (hand-printed textiles) and songket (woven fabric) textiles, invites audiences to interact with the motif physically, reinforcing the campaign’s message that individual elements become more meaningful when brought together. “Batik is a storytelling medium,” said Farah Mohan. “Through the pelita motif, we illustrated how individual elements, such as individual people, become more meaningful when brought together. The structure represents unity not just visually, but emotionally.”

Beyond the hero film and installation, the “Bila bersama, lagi jadi” 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.

Across its channels such as Astro Ria and Astro Prima, the company rolled out a lineup of festive telemovies, concerts and variety specials, alongside digital-first programming on Astro Gempak. Complementing the entertainment slate are community initiatives including the Kami Care Bubur Lambuk (Spiced porridge care programme) initiative, where radio announcers distribute the traditional Ramadan porridge at bazaars and mosques.

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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