Grab Malaysia celebrates Gawai and Kaamatan through the meaningful moments of family

Grab Malaysia is taking a more human and grounded approach to this year’s Gawai and Kaamatan celebrations, shifting the focus away from familiar cultural visuals and towards the imperfect, emotional moments that define what family gatherings truly feel like.

At the centre of its festive campaign is a brand film titled “Nok Dimaok VS Nok Didapat” (Expectations vs reality), which follows a Bornean family attempting to take a group photo during the celebrations.

What begins as a simple, lighthearted moment soon turns into a reflection of real family dynamics, as the picture-perfect setup is repeatedly disrupted in unexpected but familiar ways.

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The interruptions come one after another, from a Sugar Bun fried chicken delivery and two special edition Pepsi cans, to an ayam penyet order from Cafe Rumah Hijau, followed by groceries from Everrise and sambal from Village Park. An aunt who takes her time getting into position adds to the gentle chaos, further stretching out what should have been a straightforward photo moment.

Rather than disrupting the scene in a negative way, these moments of interruption become part of the story itself. The unfolding chaos ultimately reflects the warmth and openness of the family, who welcome not only the deliveries but also a new addition to the frame, Trisha, brought home by her boyfriend Jerry.

In the end, both Trisha and even the Grab delivery rider Akid, find themselves included in the final family photo, underscoring a sense of acceptance and togetherness that sits at the heart of the film.

According to Grab Malaysia and its creative agency Fishermen Integrated, the creative direction was rooted in a shift away from surface-level depictions of Gawai and Kaamatan. While paddy fields, traditional attire and cultural pageantry remain important symbols, the brand wanted to explore what sits beneath those familiar markers.

The insight driving the campaign was that the true heart of these festivals lies in togetherness, belonging and the unscripted moments that happen when families gather. This becomes especially meaningful for individuals experiencing the celebration for the first time, where the desire to fit in and find acceptance can quietly shape their experience.

That perspective, informed characters such as Trisha and Akid, who enter the celebrations as outsiders in their own ways. Their presence allows the film to explore the subtle pressures of navigating family spaces, from saying the right thing to finding where they belong in a shared moment.

The “disruption” of the family photo and the inclusion of delivery moments serve as metaphors for how belonging often emerges in imperfect, unplanned ways rather than staged perfection.

The campaign also reflects a more restrained and intentional storytelling approach. Rather than leaning into a highly stylised or spectacle-driven portrayal of culture, Grab chose to tell the story through a more minimal lens, allowing everyday interactions, humour, food, language and family dynamics to naturally carry the cultural weight of the film.

To ensure authenticity, the brand worked with Layar Lucida, alongside local co-directors, cultural consultants and cast members who helped ground the narrative in lived experience. This collaboration ensured the film remained respectful and true to the nuances of East Malaysian celebrations.

By stepping back from over-explanation and letting the moments speak for themselves, Grab’s Gawai and Kaamatan campaign positions cultural celebration not as something to be performed, but something to be felt, especially in the messy, warm and quietly meaningful ways families come together.

Separately, CelcomDigi shined a light on the “unseen makers” of East Malaysia, through its festive film "Tuai tradisi" (Harvest tradition), paying tribute to these individuals whose stories and craftsmanship preserve the living heritage of Sabah and Sarawak, ensuring traditions are carried forward for generations to come.

Meanwhile, Carlsberg Malaysia brought to the fore East Malaysian voices in its latest Harvest Festival campaign. Rather than opening with a familiar festive montage, the campaign begins with something more reflective: three films that ask audiences to listen, feel and recognise East Malaysia through its own voices.


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