Fernleaf reimagines P. Ramlee's 'Ibu' song in new full cream milk campaign

Fernleaf has tapped into a deep vein of Malaysian nostalgia with its latest Full Cream Milk campaign, reimagining the iconic “Ibu” (mother) song in a modern tribute to motherhood that spans generations. Developed in partnership with Havas Malaysia, the campaign revives a melody first introduced in Fernleaf’s 1989 commercial, itself inspired by the legendary P. Ramlee, and reframes it for today’s mothers without losing its emotional core.

Launched this month across TV and digital platforms, the campaign positions Fernleaf as more than a nutritional staple. Instead, it reinforces the brand as a constant presence in the everyday rituals of family life, carried from one generation to the next.

At the heart of the campaign is a musical film that blends contemporary arrangements with the familiar lyrics many Malaysians grew up with. Set against a stage-like backdrop with spotlights and gentle choreography, the story unfolds through the life of a young girl who sings about her mother’s unconditional love. As the song progresses, the visuals transition seamlessly through different life stages, from childhood to adolescence, and eventually into motherhood.

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The film opens with the girl twirling into a kitchen scene, where her mother appears with a glass of Fernleaf milk. As she sings “engkaulah ratu hatiku” (you are the queen of my heart), the moment is intimate and tender, a quiet exchange between mother and child. Subsequent scenes show the mother comforting her daughter after a fall, preparing meals after a long school day, and offering yet another glass of milk as a gesture of care and consistency.

In a closing transition, the girl becomes a mother herself, now offering Fernleaf to her own son, with her own mother still by her side. The visual creates a multigenerational tableau that mirrors Fernleaf’s long-standing presence in Malaysian households, reinforcing the idea that love, care, and nourishment are passed down together.

Speaking about the campaign, Siew Poh Lim, marketing director of Fonterra, said the refreshed rendition was rooted in the brand’s legacy. “As a trusted dairy brand since 1982, Fernleaf has been supporting families at every stage of life. With this campaign, we want to remind mothers that Fernleaf continues to be by their side, from the days when they were children themselves to now, as mothers nurturing the next generation,” she said.

From a creative perspective, the challenge was to honour the emotional weight of the original song while making it resonate with modern audiences. Donevan Chew, chief creative officer of Havas Malaysia, explained that the team leaned into storytelling rather than spectacle. “We took the iconic song and gave it a modern twist to evoke nostalgia while resonating with today’s mothers. Set against the backdrop of a stage play, the film tells the story of a little girl who sings of the unconditional love her mother showers her with. As she grows up to be a mother herself, she passes on the same love to her child,” he said.

The campaign also ties into Fonterra’s broader “Disayangi setiap generasi” (loved by every generation) platform, which highlights Fernleaf’s role in multigenerational families.

In similar vein, Nando's Malaysia had reimagined Innuendo's iconic 90s ballad "Belaian Jiwa", as an ode to its gold standard chicken. Back in May 2025, the fast-casual chain launched InnuNando’s, a sultry, tongue-in-cheek music video set to a reworked version of the iconic track, celebrating the passion and craft behind its flame-grilled PERi-PERi chicken. The spot is part of the brand’s new platform, "That’s a Nando’s thing", which shines a spotlight on what makes the brand tick.

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