gov.sg’s Raya film turns phone obsession into a festive lesson

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The Ministry of Digital Development and Information (MDDI)’s gov.sg has launched a Hari Raya festive film titled "Kisah Musim Raya" (“A Raya tale”), spotlighting the importance of being present with loved ones during the celebrations.

Created in collaboration with creative agency DSTNCT, the video follows Aisyah, a young girl who becomes distracted by her smartphone and social media as her family prepares for Hari Raya, resulting in unintended chaos at home.

Directed by Juffrie Juma’at, the film stars Suria actress Nur Sabrina Nasir as Aisyah, alongside Pesta Perdana winners Siti Hajar and Izzat Yusoff, who play her parents. The film opens with the family visiting a relative’s home and preparing for Raya festivities as a band performs in the background. Throughout the clip, Aisyah is seen glued to her phone, taking photos and videos of her family as they cook, decorate and get ready for the celebrations.

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The accompanying song highlights her distraction, noting that her “Raya prep is a mess”. In one scene, while heading out to visit relatives, Aisyah becomes so engrossed in her phone that she accidentally walks into a Chinese family’s home instead.

The mistake prompts her to realise the moments she has been missing with her own family. She eventually puts her phone away and joins her loved ones, as the film closes with the on-screen caption: “Treasure joyful moments together as we pass down cherished traditions”.

Driving the narrative is an original soundtrack composed and performed by local 60s surf rock band The Pinholes, led by Famie Suliman. The track was created exclusively for the film and underscores themes of togetherness, family traditions and the small but meaningful moments often overlooked during the festive season.

According to the release, the film aims to remind audiences that Hari Raya goes beyond celebration, focusing instead on the genuine connections formed when families spend time together. "Kisah Musim Raya" premiered on gov.sg channels and across broadcast and digital platforms on 13 March 2026.

“Through the lyrics of the song and Aisyah’s experiences, we want this video to reflect the true meaning of being present during the festive period. The moments that matter aren’t just the ones we document online, but the ones we celebrate together through shared traditions," said Aaron Lye, director, campaigns and productions, MDDI.

In tandem, Chloe Lim, business director and partner at DSTNCT said, "The insight behind 'Kisah Musim Raya' is something we can all relate to: how easy it is to be in the room but not really there. Working with Juffrie, we wanted to tell that story with warmth rather than judgment."

"This is what national storytelling means to us at DSTNCT, finding the shared truths that connect all Singaporeans while celebrating what makes each community's traditions unique," she added.

The Hari Raya film follows another recent festive release by MDDI earlier this year. In February, the ministry unveiled its Chinese New Year (CNY) film "Burst of luck", created in collaboration with DSTNCT and We can save the world!!! director Cheng Chai Hong.

The film centres on the comedic chaos of a reunion dinner and stars comedy stalwarts Koh Chieng Mun, Xixi Lim, Jo Tan and Norbin Ngoh. Koh plays an exasperated matriarch who simply wants to spend time with her family, while the rest remain glued to their devices during the gathering.

According to the agency, the campaign kicked off gov.sg’s 2026 festive film series celebrating Chinese New Year, Hari Raya Puasa and Deepavali. Each film explores how families mark important traditions and moments during the festive seasons.

Be part of #Content360 Singapore, 22–23 April 2026, where creativity and culture collide. Explore how AI-driven storytelling is shaping the future of content, gain practical insights, discover new tactics, and learn how the best in Asia are creating campaigns that truly resonate.

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