Sole distributor of Ford MY launches a music video this Raya with media agency Initiative

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Sime Darby Auto Connexion (SDAC), the sole distributor of Ford in Malaysia, has launched its a music video in commemoration of Raya in collaboration with Initiative, a media agency under IPG Mediabrands.

With the theme 'More than you expect', the music video was done in partnership with KOL Chubb-E, to send Raya wishes to consumers as they make their way back home for the festive season, highlighting the safety and product features of the car.

CEO of Initiative, Darren Yuen said that amidst the Raya videos that fall on comedy and the majority that pull on heartstrings, this one sets itself apart by being culturally relevant.

The lyrics of the music video speak to the younger generation and leverages on the popularity of Chubb-E who has a strong following with Malay grassroots, Yuen added. "The 23-year-old digital artist is well-known in the Malaysian media scene and as a digital influencer, singer, and composer," he explained.

Don't miss: Bulan Bintang releases star-studded Raya film with Mediabrands MY

Queenie Tham, head of marketing communications at SDAC-Ford said that the music video seeks to show the next-generation ranger in a new light this Raya, and how it can play a part in so many aspects of life.

"The Initiative team and Chubb-E have really done a wonderful job to translate our key messages into a catchy, trendy song that is more than just a jingle," she added.

In conjunction with the music video, a week-long radio campaign was launched on ERA FM and with Astro Lifebytes to promote Raya safety messages during the festive period and educate listeners on the next-generation ranger's features.

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