Purpose-led Raya ads strike a chord with audiences, says YouTube

Festive ads are a mainstay every Raya and this year is no different. A slew of ads were released this year, allowing for brands to leverage this festive period to connect with their customers and this year, YouTube released a list of 2023’s top 10 Ramadan-Raya ads that caught viewers’ attention.

According to YouTube, brands can further grow their campaigns by developing purpose-led ads that celebrate Malaysian values. Brands such as Petronas and Saji centred their ads around cultural aspects of Malaysia with a contemporary twist, which developed a connect with younger generations.

Next, highlighting the importance of spending time with loved ones when celebrating Raya tugs at viewers’ heartstrings, galvanising greater appreciation for the brand. For instance, this year, Etiqa highlights the importance of not taking celebrating Raya with your loved ones for granted, as not everyone can do so. Similarly, Julie’s Biscuits’ ad espoused the idea that Raya should be celebrated with your family, even if your family may be unconventional to others.

Humour is also a tool that brands can use to tickle audiences’ funny bones and create a memorable viewing experience with loved ones. Puteri is one such brand. It focused on the story of typical sibling rivalry to not only have audiences relate to the ad but also get some laughs while at it.

Don't miss: Ramadan-Raya roundup: Brand campaigns we loved this season

Here is the list of 10 Ramadan-Raya campaigns that YouTube demonstrated meaningful and entertaining storytelling that made them more than just ads.

1. BHPetrol 

2. BSN Malaysia 

3. Bulan Bintang HQ 

4. Era Foods MY 

5. Etiqa 

6. HRD Corp 

7. Julie's Biscuits 

8. PETRONAS 

9. Puteri Malaysia 

10. Saji Malaysia Official 

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