How Watsons turned a debate about mismatched Raya outfits into a festive musical

Watsons Malaysia has unveiled its annual Hari Raya campaign, "Pentas Raya glam", once again delivering the vibrant musical storytelling that Malaysians have come to anticipate each festive season.

Running from 3 to 30 March 2026, the campaign is anchored by the retailer’s latest Raya brand film, which blends colourful visuals, lively choreography and an upbeat soundtrack to capture the excitement of the festive period.

The story follows Kak Long (the eldest sister) and her family, who are known for their long-standing tradition of wearing matching outfits every Aidilfitri (Eid). However, on the first morning of Syawal (the first day of Raya), Kak Long is caught off guard when each family member arrives dressed in completely different colours and glamorous styles.

Each character is introduced with a recurring jingle, “Glam, glam, glam, glam Raya!”. As they share their thoughts on Kak Long’s request for matching outfits, they break into song, complete with a dance crew and disco lights. And of course, as with every festive Raya film from Watsons Malaysia, Unik the grey cat and Abang Watsons the delivery guy make an appearance.

Don't miss: Watsons MY’s star-studded CNY film puts a fun twist on family reunions 

As Kak Long continues confronting each family member, she eventually comes to the realisation that everyone has their own way of expressing their individuality, and that Raya goes beyond just matching themes, as the beauty of the festivity lies not in uniformity, but in embracing differences while celebrating love, acceptance and togetherness.

The film features a line-up of Malaysian personalities, led by Watsons ambassador Ayda Jebat alongside Sarimah Ibrahim, Fahrin Ahmad, Wani Kayrie, Sharifah Rose, Akhmal Nazri and Lyssa Jean.

According to Caryn Loh, managing director of Watsons Malaysia and COO of health and beauty Asia at AS Watson Group, the campaign continues the brand’s tradition of telling festive stories that resonate with Malaysian audiences. “Every Raya, we strive to create meaningful stories that truly resonate with Malaysians,” she said. “Through this year’s film and campaign, we hope to inspire everyone to embrace our differences, cherish family bonds and share our blessings with those around us.”

Alongside the brand film, the campaign also includes a series of festive promotions and loyalty rewards. The campaign also continues Watsons Malaysia’s "Sapot lokal" (support local) initiative, which spotlights Malaysian beauty and wellness brands across categories such as skincare, haircare and healthcare. Additionally, the retailer has introduced festive collaborations including the Naturals by Watsons x Bunga dan Bintang Raya gift sets, as well as the Machino x Watsons limited-edition Hana Box bag collection designed to complement festive outfits.

Beyond retail promotions, Watsons Malaysia is also continuing its annual corporate social responsibility initiatives during the campaign. Working with 535 volunteers through the Baju Raya Project, the company collected more than 17,000 new and pre-loved baju raya which were distributed to 32 welfare homes nationwide, together with personal care products and essential supplies.

Watsons Malaysia also spent time with residents of Rumah Titian Kasih in Kuala Lumpur, contributing daily necessities, conducting health screenings and workshops, and hosting a special buka puasa (breaking fast) session. In addition, Watsons Club members can now donate their loyalty points through the Watsons app to support Rumah Titian Kasih, allowing customers to convert rewards into contributions for those in need.

Last month, Watsons Malaysia kicked off the 2026 Chinese New Year season with its #HappyBeautifulYear campaign, centered on reunion, togetherness, and abundance. The campaign theme, "Watsons大团圆，过靓年" ('A grand reunion, a wonderful year'), aims to capture the joy of family gatherings and festive celebrations.

The campaign launches with a vibrant six-minute festive film directed by Sabrina Wong of Reservoir Production, which blends heartfelt moments with humour and lively chaos to reflect the true spirit of reunion.

Watsons Ambassador and social media influencer Phei Yong leads the cast, joined by Hong Kong actress Maria Cordero and local celebrity friends including Jinnyboy, celebrity model Amber Chia, Han Xiiao Aii, the Kuan siblings (Mskuan, Jestinna Kuan, Perry Kuan), Jobroseph, and Sai of Wabikong TV.

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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