FWD Malaysia joins the Raya campaign season, with a new CMO at the helm

This Raya marked a significant milestone for FWD Malaysia, as it unveiled its first-ever festive brand film, “Bintang Mama” (‘Mama’s star’), which at the time of writing has garnered over six million views on YouTube.

According to Siti Hajar Rizlan (pictured), newly appointed chief marketing officer (CMO) of FWD Malaysia, the film has delivered record-breaking performance for the brand. “FWD Malaysia is still considered a new brand in the local market. There is a need to build awareness, and festive seasons are the best time to do so,” she said in an exclusive conversation with A+M.

“Traditionally, festive seasons are when notable Malaysian brands release films that are not hard-sell, but instead focus on sharing values and celebrating with audiences,” she added. “We wanted to take this opportunity to be part of the local festive culture and start engaging with Malaysians.”

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So, what made “Bintang Mama” resonate?

Based on audience reactions online, the story strikes a deeply emotional chord. It follows a mother and son on Raya morning. The mother appears uneasy as she prepares Raya cookies, while her son, Mika, sits quietly in the background, visibly upset. She approaches him and apologises, but he refuses and walks away.

A flashback then reveals the root of their conflict. During a car ride, the mother scolds Mika for dirtying his school uniform. Feeling misunderstood, the boy retreats emotionally. The next day, the mother visits his school and learns from the grounds caretaker that Mika had been helping with gardening, getting dirty in the process. She realises she had scolded him for an act of kindness.

After some coaxing, Mika makes amends by drawing a card for his mother, reflecting on the ways she has supported him and others around her, portraying her as his “bintang” (star). The two reconcile and celebrate Raya together, ending with the message: “Wariskan kasih sayang. Raikan kehidupan” (‘A legacy of love. Celebrate living’).

Explaining the inspiration behind the film, Siti said: “At FWD, we celebrate living. We believe in finding the best in every situation. A story about a single working mother juggling her career and raising her son reflects the struggles many parents face today.” She added: “Through the message ‘Celebrate Living’, we’re reminding audiences to see the positives in life through the eyes of a child. It’s a reminder not to take loved ones for granted.”

FWD Malaysia collaborated with Mastermind Worldwide to bring the film to life, from ideation and casting to production and the creation of an original soundtrack. The campaign also extends beyond the film. “Bintang Mama” is supported by Raya packets and hampers designed in collaboration with a local artist, alongside online contests and social content under the “Celebrate Living” banner.

The release of "Bintang Mama" and the "Celebrate Living" campaign, follows closely on the appointment of Siti as FWD Malaysia’s new country CMO, effective January 2026. Prior to this, she led marketing at FWD Takaful for six months.

Before joining FWD, Siti was CMO of Syarikat Takaful Malaysia for over three years, and previously held roles at Etiqa Insurance and Takaful, Prudential BSN Takaful and Maybank. She also had stints at Bank Muamalat, Kuwait Finance House and HSBC.

In conversation with A+M, Siti shared that her passion for the insurance and takaful space stems from its purpose. “It’s about helping people prepare for future uncertainties and being there when they need support,” she said. “There’s still a gap in awareness between insurance and banking, and I want to help close that.”

On her transition from FWD Takaful to FWD Malaysia, she explained that she initially joined during the finalisation of the business’ target operating model. “I came in to spearhead FWD Takaful first. The role goes beyond brand and marketing, covering product, pricing, digital commerce and ESG,” she said.

Looking ahead, Siti added: “FWD Malaysia aspires to be one of the top takaful and insurance brands in Malaysia. We’ve put strong brand and business strategies in place to achieve that.”

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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