As Malaysians everywhere celebrate Hari Raya together, Malaysian insurance company, Tune Protect has released a new heartwarming campaign to reflect the excitement of the season while also reminding those who will be travelling of the importance of having motor insurance.
In its campaign video, Tune Protect brings out its mascot, a pally, affectionate thumb named T.P, as it talks about how easy it is to access its digital Motor Easy insurance package. In the video, T.P. is driving and gets into an accident when a bull barges into him. He is then easily able to call for help with Tune Protect.
Throughout the video, T.P. adds his own local twist to the traditional greeting of Selamat Hari Raya to express Selamat Cover Raya - a nod to the Tudung Saji, a practical, yet central item used to cover and protect food in every Malay household.
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Tune Protect's group chief executive officer, Rohit Nambiar noted that the month-long festive campaign is part of the company's ongoing efforts to educate and create awareness about the importance of road safety and having the right insurance protection as travelers journey to their loved ones.
Nambiar added that the campaign ties back to what Tune Protect stands for as a brand and is in tune with the joyous Hari Raya celebration.
“As digital insurance becomes increasingly popular amongst the zillenials, Tune Protect’s Raya campaign affectionately captures the excitement and cheerful buzz in anticipation of family and friends coming together, positioning the brand as a favourite amongst this generation," shared Hui Tsin Yee, chief executive officer of TBWA\Malaysia.
Fazlee, deputy executive creative director, TBWA\Malaysia, added that food, which is a crucial connector especially during the Hari Raya festival, is always covered and protected by an everyday household item, the tudung saji. Fazlee said that in the context of the campaign, it playfully swapped the words and that in the video, T.P.’s intent is to reinforce the importance of insurance cover to protect everyone as they make their journey this Hari Raya/
“Leveraging this emotion, while balancing the significance of being protected by insurance, our messaging broke the conventional standard insurance message with local allegory and vibrant quirky visuals," Fazlee said.
A+M has reached out for more information.
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.
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