Textile provider JAKEL banks on Hari Raya to drive top of mind awareness

Textile provider JAKEL has released a film for its Raya campaign “Ragam Isteri Beraya”. Created by Leo Burnett Malaysia, the film aims to build brand love and affinity in the JAKEL brand amongst its target audience, influence and create top-of-mind awareness and desire to buy JAKEL’s product range this festive season.Ragam Isteri Beraya, which means “the curious behaviour of the virtuous wife”, follows the innocent tactics of Suraya as she convinces her husband to shop and prepare for the upcoming Raya celebrations. Although her antics may be over-the-top, she manages to bring her family together for the joyous occasion thanks to the variety of affordable, quality baju rayas and home furnishings at JAKEL.The five-minute film will be posted on JAKEL’s social media platforms on Facebook, Instagram, and YouTube. Thirty-second videos, 10-second bumpers ads, and 10-second teasers ads will also be released on social media.Hyrul Anuar, Leo Burnett’s content creative director who wrote the script and directed the film, said he tapped into his own observations about how his family and friends behave when writing the script. He also sees it as his role to bring beauty and humour to life in a surprising and unique way.“The film has resonated extremely well with people as most married couples can see themselves in these situations,” said Iska Hashim, executive director, Leo Burnett. The film has gotten over 539,569 views on Facebook since its release three weeks ago.Check it out here:https://www.facebook.com/jakeltextile/videos/520758485418667/?v=520758485418667Campaign credits:Agency:  Leo Burnett MalaysiaExecutive Creative Director: Iska HashimArt Director & Copywriter: Hyrul AnuarCopywriter: Amirul AlifClient Servicing: Megat Camin Rizvi / Ashikin YusofProducer: Roseni Abdullah / Yoga TimothyRead also:Creative veteran Mark Tutssel retires after 34 years with Leo BurnettLeo Burnett HK Sevens campaign mocked by former BBDO creative directorXiamen University aims to boost learning experience with Leo Burnett tie-upAfter 11 years, McDonald’s rekindles partnership with Leo Burnett SG