How GWM Malaysia’s Raya film drives home the true meaning of balik kampung

As Malaysians gear up for Hari Raya Aidilfitri, GWM Malaysia is shining a spotlight on the journeys that bring families together. Its 2026 campaign, “Raikan perjalanan menuju keredaan” ('Celebrate the journey to contentment'), aims to honour the sacrifices, personal choices, and family moments that define the festive season.

At the heart of the campaign is the brand film “Lebaran keredaan” ('The Eid of acceptance'), following Faiz and Rizal as they navigate responsibility, expectations, and the pull of family during the lead-up to Raya. The film positions the HAVAL H6 HEV as a trusted companion on these journeys, symbolising reassurance, comfort and peace of mind for families travelling home.

The nearly 18-minute film opens with Faiz (played by Fadhli Masoot) working late at his desk when his boss, Rizal (played by Hasnul Rahmat), walks in and asks why he is still at the office as it is almost time to break fast. Faiz explains he has been checking transport options home, but every bus is full and he has no way of returning for Raya. Rizal then reveals he is heading back to the same town and offers him a ride.

Don't miss: PLUS swaps traffic talk for tenderness this Ramadan

The two begin their journey from Kuala Lumpur to their hometown. Along the way, the pair's conversation unveils the reason behind Faiz's reluctance to return home for Raya, to which his boss encourages him not to let those tensions keep him away, reminding him that it is after all, Hari Raya.

During the drive, Rizal reflects on his childhood and how he did not grow up with much. He speaks about missing his family and the sacrifices his father made to provide for them. He advises Faiz that while parents often give everything for their children, it is important for children to give back and cherish the time they have together. The story then flashes back to an earlier moment where Rizal visits his father (played by Ahmad Tamimi Siregar) with a new HAVAL H6 HEV. In an emotional exchange, he shows his father the features of the car before gifting it to him as a token of gratitude for years of sacrifice.

The film then returns to the present journey. As Faiz asks to be dropped off, he again offers to pay for the trip, but Rizal refuses. Instead, he gives Faiz some money and wishes him a happy Hari Raya. Rizal then reveals that his father passed away three months earlier, and that the car they are travelling in is the same one he had gifted him. He urges Faiz to treasure the time he still has with his parents.

Moved by the conversation, Faiz reunites with his parents and apologises for not visiting more often, breaking down in their arms. The film closes with Rizal and his family visiting his father’s grave, ending on a poignant reminder about the importance of family and gratitude.

The timing is fitting: this Raya season, GWM Malaysia marks the nationwide delivery of 6,000 HAVAL H6 HEV units, making it the country’s second best-selling hybrid model. According to the brand, since its October 2024 launch, the self-charging hybrid SUV has become a practical choice for Malaysian families, offering up to 1,000 km on a single tank, a 10-year engine and battery warranty, and a globally proven platform with over four million HAVAL H6 owners worldwide.

The achievement goes beyond numbers, reflecting growing confidence among Malaysians in proven technology, comfort, and worry-free ownership. As the festive period drives balik kampung ('returning home') journeys, GWM Malaysia is reinforcing its commitment to trust, reassurance, and purpose, values that sit at the core of its “Raikan perjalanan menuju keredaan” message.

To extend the celebration, GWM Malaysia is hosting Raya open houses on 28 to 29 March and 11 to 12 April across 35 showrooms nationwide, giving families a chance to test drive the HAVAL H6 HEV. The 2026 Raya "Book and Win" campaign, running from 9 March to 30 April, offers participants a chance to win prizes including a 3D2N stay at Desaru Coast, a Samsung 65” Crystal UHD 4K TV, an 11-inch iPad Air, and a Dyson Airwrap, ensuring the season of giving extends to both journeys and rewards.

“Hari Raya is a time when every journey carries deeper meaning. As we move to deliver 6,000 HAVAL H6 HEV units nationwide, we are grateful for the trust Malaysians have placed in GWM. ‘Raikan perjalanan menuju keredaan’ reflects our belief that every journey should be safe, reassuring and filled with peace of mind, especially during moments that matter most.” said Roslan Abdullah, chief operating officer of GWM Malaysia.

GWM Malaysia’s campaign is part of a broader trend this festive season, as brands lean on emotional storytelling to connect with families. For instance, home improvement retailer MR D.I.Y. Malaysia is engaging audiences with its cross-border “Raya sama-sama” ('Spending Raya together') campaign, which pairs a five-minute web film with a music video.

The story follows a Malaysian professional stranded in Indonesia, highlighting hospitality, reconciliation, and shared festive moments. Complementary activations include a dance challenge and music video, further emphasising togetherness and cultural connection during Hari Raya.

Meanwhile, PLUS Malaysia is putting emotion before infrastructure in its latest Ramadan brand film, "Keindahan Ramadan", ('The beauty of Ramadan') choosing to spotlight the spiritual journey behind going back to one's hometown, rather than the traffic that comes with it. The film, developed in collaboration with PLUS' branding team and Reservoir Productions, takes a restrained, character-led approach to festive storytelling and follows a character named Ah Seng.

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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