Is this PruBSN Raya film the most self-aware festive ad yet?

PruBSN (Prudential BSN Takaful) is taking a different creative route this festive season, moving away from the usual emotionally charged Raya narratives with its latest campaign film, “Sebuah Kisah Raya” (A Raya story).

Created in partnership with Fishermen Integrated, the campaign sits under the broader platform “Cipta Raya bermakna” ('Create a meaningful Raya') and reflects a growing shift in audience preferences towards more authentic and relatable storytelling.

Rather than leaning into familiar tropes of estranged families and tearful reunions, the film turns its focus to everyday individuals whose small, often overlooked actions keep families and communities going during the festive season.

The film is fronted by local celebrity Meerqeen, who first appears on screen, riding a bicycle with a forlorn expression and tears in his eyes. Audiences would be expecting to see another tearjerker with an emotional storyline, but he then says: "Asal Raya je nangis, asal nangis je Raya. Setiap tahun, confirm jadi hero Raya" ('When its Raya we'd cry, we'd cry when its Raya. Every year, I'm definitely the hero character'). 

Later, Meerqeen guides the narrative while breaking the fourth wall to highlight the real heroes within the household. "Dalam iklan ni, aku nak rehat je jadi hero. Nak bagi kredit dekat hero-hero lain" ('In this ad, I'll be taking a break as the film's hero. I'd like to give credit to other heros'). From mothers who keep routines running, to grandparents who anchor family traditions, a montage of every family member being a "hero" ensues with dramatic music in the background.

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At the heart of the campaign is a simple but deliberate insight, that younger, more media-savvy audiences are increasingly disengaged from formulaic festive ads and are instead drawn to stories that feel closer to real life.

“For 20 years, PruBSN has seen firsthand how Malaysians show extraordinary strength for the people they love,” said Joehan Martinus, chief customer and marketing officer at PruBSN. “This campaign is about recognising those everyday heroes, the ones who quietly take responsibility and make decisions that protect their families’ future.”

He added that the brand aims to stand alongside these individuals by providing protection and support, enabling them to continue caring for their loved ones through life’s challenges.

To bring this idea to life, Fishermen Integrated adopted a lighter, more humorous tone, intentionally steering away from the heavily emotional storytelling that dominates the Raya advertising landscape. 

“Malaysian Raya ads have trained audiences to expect tearjerkers. We wanted to completely subvert that,” said Andrew Tan, executive creative director at Fishermen Integrated. “We wanted to completely subvert that. By bringing in local celebrity Meerqeen to guide the campaign, we gave audiences a film that feels like a breath of fresh air. We did not need to make the audience cry to make them care," he added. 

According to Joyce Gan, partner and group brand head at Fishermen Integrated, the campaign reflects a broader shift in how audiences engage with branded content. “Consumers today are incredibly smart. When brands try to force a tearjerker, audiences immediately tune out,” she said. “By focusing on everyday acts of love and sacrifice, we built a campaign that respects the audience and drives genuine brand trust.”

By taking a more grounded and self-aware approach, PruBSN’s “Sebuah kisah Raya” positions heroism not as grand gestures, but as the quiet, consistent acts of care that define the spirit of Ramadan and Raya.

Another Malaysian brand looking to break the festive ad mould, is CelcomDigi, as it turns the spotlight on Malaysia’s cultural artisans this festive season with the launch of its Raya short film, “Penyeri tradisi Raya" (The shining lights of Raya traditions). The film takes audiences behind the curtain to highlight the individuals whose crafts shape the sights, sounds and flavours of Hari Raya celebrations across the country.

From the intricate weaving of songket (woven fabric) and the careful crafting of songkok (brimless hat) to the warm glow of pelita (oil lamp) and the fragrant aroma of lemang (bamboo rice), the film pays tribute to the makers who keep these traditions alive.

Meanwhile, Spritzer is bringing a playful twist to festive cooking this Hari Raya with its 2026 campaign, "Serikan Raya sparkling-kan suasana" (brighten your Raya), anchored by a brand film titled "SAMTING SAMTING".

The campaign centres on a humorous yet relatable festive scenario faced by many newlyweds during Hari Raya, but through a Broadway-inspired musical narrative, complete with classic Malay pantun (poems) and comedic moments.

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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