Lalamove bridges CNY and Ramadan with two films driven by a shared melody

Lalamove Malaysia has rolled out two separate festive music video campaigns to mark the rare convergence of Chinese New Year and Ramadan in 2026, tapping into a shared creative concept that reflects the country’s multicultural fabric.

While connected by the same musical backbone, the campaigns are distinct in execution and rollout. The Chinese New Year music video launched on 7 January across Lalamove Malaysia’s social media platforms, while the Ramadan-themed video is set to be released on the first day of Ramadan.

Both films were produced by a collective of local music talents, including Jyin Poh, Sara Heng, Kopi Lim and Eric Ooi. Each video features its own 60-second jingle, built on the same melody and rhythm, but reinterpreted to suit the tone, tempo and emotional cues of each festival. The approach allows the music to shift seamlessly from upbeat, celebratory Chinese New Year sounds to the more reflective and contemplative cadence associated with Ramadan.

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According to Jane Teh, managing director of Lalamove Malaysia, the creative idea mirrors the platform’s everyday role in connecting people and businesses across different communities.

“Just as Lalamove connects hearts and businesses across Malaysia day after day, this music video also connects two beautiful celebrations as they resonate with the same values: the warmth of home, the joy of giving and the hope of renewal,” Teh said.

Visually, the two campaigns tell different stories. The Chinese New Year video leans into familiar festive imagery such as reunion dinners, red lanterns and gift exchanges, while the Ramadan film focuses on moments around breaking fast and gathering with loved ones. Despite the contrasting settings, both films highlight overlapping cultural values such as gratitude, generosity, family and renewal.

“Malaysia’s beauty lies in the fact that our festivals don’t just coexist, they enrich each other,” Teh added. “This campaign celebrates Malaysia’s unique culture, finding harmony in diversity.”

A key differentiator for the Ramadan campaign is its casting choice. The Ramadan-themed music video features real Lalamove driver partners as the lead talent, bringing an authentic and light-hearted lens to everyday Ramadan experiences.

“I feel really honoured to be chosen from so many Lalamove drivers. This is an experience I’ll never forget,” said Talha Rusli, a Lalamove van driver partner who appeared in the video.

The decision underscores Lalamove’s positioning as more than a delivery platform, highlighting its role as a community of driver partners who play a critical part in Malaysia’s economic ecosystem, particularly during peak festive periods.

In line with the campaign, Lalamove is also offering first-time users discounts of up to 38% with the promo code “LAGONGXI” during the festive season, reinforcing its role in delivering festive essentials, from reunion meals to breaking-fast spreads, across communities nationwide.

During Merdeka last year, Lalamove’s Merdeka campaign, “Kita move bersama,” ("We move together") celebrated the everyday Malaysians who keep the country moving, from driver partners to local businesses. Central to the campaign is a vibrant illustration by local artist Yellobanana, depicting a shared rhythm of movement through city streets and small towns, rain or shine.

The artwork came to life across exclusive limited-edition merchandise such as tote bags and t-shirts, which users can win through delivery contests or redeem via Lalamove Rewards, the brand shared with A+M.

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