Can a Raya anthem sell flights? AirAsia taps Siti Nurhaliza for festive MV

AirAsia is leaning into music and star power for its latest festive campaign, unveiling a Raya music video featuring Malaysian songstress Siti Nurhaliza.

The collaboration brings together two prominent Malaysian brands. AirAsia, a recognisable low-cost carrier, and Siti Nurhaliza, one of the most recognisable voices in the region, with a strong fan base across Malaysia, Singapore, Indonesia and Brunei.

AirAsia shared with A+M, that the choice of Siti was a natural fit for the campaign given her long association with festive music. Widely regarded as the “Queen of Raya songs”, her presence aims to amplify the emotional resonance of the airline’s message around reunion and celebration.

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The song, titled "Beraya dengan saya" (Spend Raya with me), opens with Siti taking over the flight announcement system as an air stewardess, welcoming passengers onboard an AirAsia flight, and letting them know they’ll soon be arriving at their kampung halaman (hometowns). As she begins to sing, she playfully asks listeners how they’ll be travelling home for the festive season, while reassuring them that AirAsia is always ready to get them there. The chorus serves as a joyful reminder that, no matter where they are, Hari Raya will be a celebration filled with happiness and togetherness.

The campaign also reflects AirAsia’s long-standing connection with the music industry, the brand shared. Both of the airline’s founders, Tony Fernandes and Kamarudin Meranun, have backgrounds in music, creating what the airline describes as a natural synergy between the brand and the entertainment space.

By collaborating with well-known artists during festive seasons, the airline hopes to deepen emotional connections with travellers while celebrating Malaysian culture. Music plays a central role in Raya celebrations across the region, and AirAsia believes pairing a festive anthem with a high-energy music video helps capture the spirit of togetherness associated with the season.

The campaign has already been rolled out across multiple brand touchpoints, including digital platforms, internal channels and out-of-home screens nationwide. The initiative was brought to life by AirAsia’s internal marketing and brand team working alongside its creative team, with choreography developed in collaboration with cabin crew members from the airline’s AirAsia Fun Team.

At its core, the campaign focuses on the airline’s role in reconnecting people with loved ones during the festive season. AirAsia said the music video is intended to remind travellers that behind every journey are pilots, cabin crew and ground staff working to ensure guests travel safely and comfortably home for Raya celebrations.

More initiatives involving Siti Nurhaliza are expected to follow as the campaign unfolds, the brand teased. To date, "Beraya dengan saya" has garnered over 1.5 million views on YouTube, 636K views and 21K likes on Instagram, and 68K views on TikTok. 

This Raya music video follows in step with AirAsia's previous Raya campaign featuring Malaysian singer Mimifly performing her high-energy hit Raya track "Serumpun" (Kindred). Many praised the airline for dressing the artist in corak pua kumbu (a Sarawakian textile print). 

Last year, AirAsia updated its cabin crew uniform policy to allow female crew members to wear the hijab while on duty, marking a significant move for both employee inclusivity and the airline’s brand identity. Though Siti Nurhaliza is seen donning a hijab with a fancier suit from the regular AirAsia cabin crew uniform, the dancers beside her can be seen wearing the airline's new modest attire.

The airline’s group head of cabin crew said at the time, that the decision celebrated the diversity of the Allstars and reinforces their shared commitment to delivering world-class service. She noted that the team will continue gathering feedback ahead of a detailed rollout, which is expected to begin during Ramadan in 2026.

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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