MEASAT shows how distance won't come between loved ones in new Raya ad

Satellite communication services supplier MEASAT's Hari Raya Campaign “Nenek Di Mana-Mana" tells the story of Ida, and her close relationship with her grandmother. The film serves to highlights MEASAT’s CONNECTme service, and the message that no matter the distance, our loved ones can always be right next to us.

This integrated campaign was jointly developed by Trapper and YourMaker, whose primary role included disseminating MEASAT’s key Raya messages of being able to stay connected, to not only the usual urban connectors but also to those living in unconnected areas. 

The campaign is now live on national TV, radio, and on digital platforms such as YouTube and Facebook. This is in conjunction with the final week of Ramadan, when Muslims around Malaysia will be making logistical preparations to visit their hometown for the upcoming celebration, confirmed a press statement. 

This follows MEASAT's appointment of Trapper last September, to handle integrated marketing duties for CONNECTme NOW, Malaysia’s prepaid WiFi satellite broadband service, which connects all corners of the nation as part of MEASAT’s national commitment to support end-to-end digital growth.  

MEASAT chose this theme for the festive season, so as to inform Malaysians that closeness with one’s loved ones does not end after the celebrations when most people leave their hometown to return to their new homes. However, due to not everybody having telco coverage in the country, MEASAT hopes to connect various Malaysians together, regardless of location, through its CONNECTme service, which offers 100Mbps high-speed broadband with the upcoming new MEASAT-3d satellite.

“The Nenek Di Mana-Mana short film created together with Trapper and YourMaker delivers impactful imagery and a progressive outlook that continues to propel MEASAT forward as a brand committed to connecting the unconnected” said Yau Chyong Lim, COO MEASAT. Yau also said that MEASAT is currently connecting over 300,000 people in rural communities, and with the soon-to-be launched MEASAT-3d in June.

Lee Tak Shune, co-founder of YourMaker said that through the story of Ida and her grandmother, the team was trying to tell two different stories in the same frame, and that the challenge of highlighting Ida’s bond with her grandmother was a way to show that families are able to stay connected even after Hari Raya ends.

“For us, authenticity is utmost important to ensure the film also resonates well with our East Malaysian audience. The film was shot in Sabah with all local talents, right down to the chickens! We’re mindful that CONNECTme has a strong consumer heartland in East Malaysia”, Lee said.

According to MEASAT, CONNECTme is the nation’s only prepaid telecommunication option for those who have no access to the internet, and approximately 2% to 5% of the Malaysian population have no access to the internet. MEASAT added that as a company, its imperative is to ensure that no one is left behind in the national digital agenda.

On what makes the film especially potent at this time, Sue-Anne Lim, CEO of Trapper, said that she sees CONNECTme playing an important role this Raya, with Malaysia moving into endemic phase after two years of muted celebrations. “As the only prepaid solution for Malaysians to continuously be connected to one another regardless of where they are, it is important to ensure we send this message to all the right people at the right places, at the right time. MEASAT does not only have a commercial value here, but a very strong social mission”, added Lim.

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