Redoxon and Lisa Surihani put musical twist to Ramadan film

Redoxon, a brand under Bayer Malaysia, has released a Ramadan campaign featuring its new brand ambassador Lisa Surihani, with the aim of creating a healthier and more meaningful Ramadan. Titled "Kuatkan imuniti, rezeki Ramadan dinikmati" (A strengthened immunity allows the blessings of Ramadan to be enjoyed), the film highlights the importance of keeping the body’s immune system strong during the fasting month. 

The brand also chose to spread the message of health and immunity through Seloka, a Malay genre of music, that is commonly used in a witty way for telling folklore and traditional stories.

Done in collaboration with Reprise Digital, the film was directed by Esham Shahlin, produced by Artisia Productions, and released on 5 April on digital channels. Alongside the film, audiences can engage with "Redoxon Petua Busters" (Redoxon myth busters), learning common tips and solutions to strengthen immunity without having to resort to typical traditional beliefs.

Additionally, consumers can give back to the community and show appreciation to busy “hustling” workers through the “Hustle Demi Idealfitri” activation on the airasia app, which will allow users to exchange rewards points to sponsor a Redoxon Ramadan Care Pack for Air Asia’s riders.A+M has reached out to Reprise Digital for additional information.

“Ramadan is all about observing faith and practising moderation in eating and personal habits. We want Muslims to know that Redoxon is here to help, as they keep hustling to seek their rezeki (good fortune)," Junie H'ng, brand lead at Redoxon, said. According to her, the Reprise team has successfully portrayed those messages by encouraging thought toward self-care this Ramadan. 

Reprise creative director, Amir Faiz, explained that the film was inspired by Malaysian Muslims who work their hardest to achieve the ideal Raya celebrations with family. This can be seen in the intense moonlighting during Ramadan to earn a side income.

"As expectations run high to have the best decorations, outfits, and homes, it is a time of long hours and intense pressure to fulfil familial obligations. We chose to spread this message of health and boosting immunity in a light-hearted way through Seloka, embracing both the fun and pressures of the month," he said.

Faiz added that after almost two years of celebrations being put on hold due to the pandemic, there is an urge to make this year’s celebrations a huge affair. The campaign thus aims to show immunity as the currency to keep one going this Ramadan, and extends its legs through social engagements with Lisa.

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