Can a storm bring Malaysians and Indonesians closer this Raya? MR D.I.Y. thinks so

Home improvement retailer MR D.I.Y. Malaysia is leveraging emotional storytelling to dominate this year’s festive season with its “Raya sama-sama” ('Spending Raya together') campaign. Its five-minute cross-border web film and accompanying music video have already struck a chord online, with the main film surpassing 20 million views across social media in just a week. The film on YouTube has so far garnered 6.5 million views at the time of writing. 

At the heart of the campaign, that appears to appeal to both the Malaysian and Indonesian markets, is the web film Raya Sama-Sama, a collaboration between Malaysian and Indonesian talent, starring Malaysian actor and singer Alif Satar alongside Indonesian stars Teuku Wisnu and Shireen Sungkar.

The story follows Izzat (played by Alif Satar), a Malaysian professional in Indonesia whose plans to return home for his first child’s birth are derailed by a severe storm. Stranded, he reluctantly stays with his grating coworker Rian (played by Teuku Wisnu) and Rian’s wife (Shireen Sungkar).

During Izzat's stay, Rian’s family welcomes him into their home, cooking for him and inviting him to join in Raya preparations. When Rian offers him a festive outfit, Izzat snaps in stress, anxious about his wife. Later, he learns that she has given birth safely, and the mood shifts as the family celebrates Raya together. A conversation with Rian’s son helps Izzat see his Indonesian colleague in a new light, as his apparent impatience masked the care he devotes to his own family.

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On Syawal (first day of Raya), Rian offers Izzat the same outfit again. This time, Izzat accepts the gift and apologises for his earlier harshness, and the two reconcile. When flights resume, Izzat returns home carrying goodies from Rian’s family in a MR D.I.Y. bag.

The narrative celebrates hospitality and reconciliation, culminating in a poignant moment where Izzat finds a new “family” in his Indonesian hosts. MR D.I.Y. said the story embodies the campaign message: Perbezaan diraikan, kebersamaan dikongsi (“Celebrating differences, sharing togetherness”).

Complementing the film, MR D.I.Y. released a two-minute music video for the campaign’s anthem, "Raya Sama-Sama 2026", performed by Alif Satar and The Locos. The brand is also pushing engagement with the "Raya Sama-Sama" dance challenge, which invites Malaysians to post dance or lip-sync videos on social media from 7 March to 7 April.

The challenge is backed by a prize pool of over RM80,000, including an exclusive invitation to a Raya open house with Alif Satar and The Locos. MR D.I.Y. said the move aims to drive organic reach and embed the brand into the festive soundtrack of Malaysian homes.

MR D.I.Y. is also translating digital buzz into store visits with its "Raya Sama-Sama Jimat" promotion. Running until 31 March, it features festive décor, kitchenware, gifts, and balik kampung car accessories starting from RM2.

Alex Goh, vice president of marketing at MR D.I.Y. Group, said the multi-channel approach “blends emotional storytelling with interactive digital challenges and value-for-money offerings, making Raya celebrations accessible, inclusive, and memorable for all”.

MR D.I.Y.’s festive storytelling streak extends beyond Raya. Earlier this year, the brand rang in Chinese New Year with "The Family Trial 2: Storm of Reunion", a 10-minute web film that swapped the traditional reunion dinner table for an ancient court inspired by Justice Pao. Starring Hong Kong TVB actor Kenneth Ma Kwok-ming, the sequel to 2025’s hit The Family Trial blended humour, emotion and cultural nostalgia to explore family, reconciliation and unspoken sacrifice.

Set in a quirky courtroom, the story follows two brothers locked in a dispute that slowly unravels to reveal years of quiet care and love, culminating in empathy, forgiveness and an emotional reunion, reinforcing the value of communication and understanding during the festive season.

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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