U Mobile catches consumers' attention with unconventional Raya song

U Mobile has taken a different approach to Hari Raya with its new "Raya Bestsama" spot, releasing an unconventional Raya song on Facebook and YouTube, featuring local rapper Aman RA.

"Raya Bestsama" is a play on the word "Bersama" which means "together" - but even better - hence "Bestsama". The music video revolves around the good old boy-meets-girl storyline and garnered more than 7.8k reactions, 353k views, 1.8k shares and 367 comments, as well as 561,821 YouTube views at the time of writing.

Casey Loh, creative chief of The Clan, said in a statement to A+M that when the team sought insights on a potential compelling story for the music video, it discussed about the themes of forgiveness and improving oneself, as well as how men cannot do without the presence of their better half or mothers in preparation of Raya.

However, the team stumbled upon the insight that Raya is not only just a time to celebrate with friends and families, but also a time for singles to potentially meet their other halves. As such, The Clan decided to build its case around this insight, creating "Raya Bestsama", which also echoes the client's product offering - a second postpaid plan for 50% off the value of the original subscriber.

"What better way to show sincerity to a girl you're trying to court than to be truly 'connected' to her?" Loh said. He added that in a way, Raya is like the ancient parent-approved version of Tinder.

"There's even a ritual involved, where the single daughters of the host are given 'drinks duties', which will see them going around the house handing out drinks to guests. When the mother spots an eligible bachelor in the entourage of guests, she will either introduce the daughter or encourage her to suss out the young man," he said.

Check out the video below:

Campaign credits:

Clients: Jenny Chin, Tan Chieu Mei, Natasya Hamidon, Siti Subaidah and Hafizuddin Halim
Agency: The Clan
Account management: Syed Nasir, Sandra Heung, Mandy Teoh and Katherine Tan
Creatives: Casey Loh, Edwin Lee, Rudy La Faber, Mya Nabila, Nini Nadzli and Nikke Ho
Strategic planner: Nazirah Ashari and Chan Ming-Ti
Production house: Big Film Malaysia
Executive producer: Danish Mumtaz
Director: Stephen Yeow