OCBC Malaysia's Raya film asks: What does true inheritance look like?

As Raya campaigns increasingly explore themes of family, heritage and reflection, OCBC Malaysia has unveiled a new festive film that redefines what it means to leave a legacy behind.

Created in partnership with Ensemble Malaysia, the film titled “Di samping ayah” ('Beside my father') centres on the idea that inheritance extends beyond financial wealth, living on through the values, wisdom and quiet lessons passed from one generation to the next.

The story plays on the dual meaning of the samping, a traditional Malay garment, using it as both a cultural symbol and a metaphor for a life lived alongside the guidance of a father. Through this narrative, the film highlights how a parent’s subtle teachings continue to shape a child’s path even as they grow older and forge their own journeys.

The film, produced by Passion Plus and directed by Rewan Ishak, opens with a young man reflecting on the inheritance he has received from his father. Unlike others who inherit land, savings or wealth, he says what was passed down to him is something far greater.

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As the story unfolds through moments from his childhood, he recalls inheriting his father’s “jelingan garang, senyuman yang mahal, kudrat untuk bangun lebih awal dari matahari” — a stern glance, a rarely given smile, and the strength to rise before the sun. The scenes paint a picture of a strict, serious father who often scolds his son, yet beneath the sternness lie quiet lessons and guiding words.

In one Raya moment, the father teaches his son how to properly tie his samping. Irritated, the son quips that even the way he dresses must be controlled. The father pauses, glances at him, and gently replies that fixing the samping is the only moment he has to hug his son.

In that instant, the young man begins to understand his father’s true affection, and realises that his greatest inheritance was never wealth, but the values, care and quiet love passed down to him.

According to Eddy Nazarullah, creative director at Ensemble, the film was inspired by the real-life experience of a team member and his late father. “Inspired by the true story of a team member and his late father, the film captures a familiar dynamic across Asia where love is often expressed through actions and masked by discipline,” he said.

“Much like the samping itself, which carries tradition and identity, these unspoken lessons are passed down from one generation to the next, shaping us. We wanted to invite audiences to reflect on the unseen inheritance that lives through generations.”

For OCBC Malaysia, the campaign also reflects the bank’s broader philosophy around legacy and long-term financial planning. “At OCBC, we believe that true inheritance goes beyond financial wealth,” said Ann Lim, head of brand and communications at OCBC Malaysia. “It lives in the values, lessons and quiet gestures that shape who we become.”

She added that the bank’s own history mirrors this idea of generational legacy, with roots in Malaysia spanning more than a century. “As a bank steeped in heritage, with roots in Malaysia spanning more than 100 years, we are ourselves a product of the legacy passed down through generations, anchored in values that continue to guide us,” she said.

Through the film, the bank hopes to encourage Malaysians to reflect on the people who have shaped them and to cherish the relationships that endure across generations. The campaign also reinforces OCBC Malaysia’s role in helping families plan for their financial futures, while recognising that the most meaningful legacies are often the values and connections that transcend wealth.

Another brand which posed an important Raya question, is Guardian Malaysia, which encouraged Malaysians to rethink the meaning of festive gifting this Hari Raya with a new campaign centred on sincerity, care and emotional connection. Its campaign titled “Seikhlas pemberian, seindah lebaran” (A sincere gift, as beautiful as Eid) reframes the tradition of duit Raya (Raya money) by highlighting that the most meaningful gifts are often those that nurture wellbeing rather than simply delight in the moment.

Meanwhile, GWM Malaysia shined a spotlight on the journeys that bring families together. At the heart of its 2026 campaign, “Raikan perjalanan menuju keredaan” ('Celebrate the journey to contentment'), is its brand film “Lebaran keredaan” ('The Eid of acceptance'), which follows Faiz and Rizal as they navigate responsibility, expectations, and the pull of family during the lead-up to Raya.

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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