Electric utility company Tenaga Nasional has launched a Raya campaign titled “Sinar Baru” (loosely translated to “A New Ray”) to focus on the opportunities for new beginnings during the holy month of Ramadan.
The campaign, which promotes the hashtag “Sinar Baru” explores the theme of having a clean slate as a catalyst for new beginnings such as inspiring self-improvement and re-establishing good relations through forgiveness. The video spot invites the audience to ponder the possibility of carrying on their good deeds post-Ramadan and Syawal, the month of Hari Raya.
The campaign currently runs on Tenaga Nasional’s YouTube channel, Facebook and Twitter pages. Leo Burnett/Arc Worldwide handled the campaign’s creative and digital executions.
In addition, a digital campaign “Better. Brighter.” which piggybacks on the “Sinar Baru” campaign, is set to launch on 11 July. A microsite has been created for this initiative.
A+M has reached out to Leo Burnett / Arc Worldwide for more details of the campaign.