Watsons Malaysia debuts six-minute film in lead up to Raya

Watsons Malaysia has launched a six-minute film as part of its#MisiIkhlasAidilfitri campaign, which aims to spread positivity and shine a light on the kind and sincere acts performed by Malaysians every day.Done in collaboration with Naga DDB, the film features the protagonist Munira, a renowned TV presenter, who is haughty and mean to those around her. However, she slowly discovers that beauty is not only reflected via one's looks, but also from the goodness of one's heart.Throughout the video, Munira learns about the importance of being patient and treating everyone well, not being catty and selfish, as well as adopting an earnest attitude to change her behaviour and asking her parents for forgiveness. The video ends with the phrase "Sincerity in your efforts makes life more meaningful".It garnered over 11k reactions, 615k views, 3.2k shares and 360 comments on Facebook, as well as 144,833 views on YouTube at the time of writing. Prior to the launch of the film, Watsons also unveiled a series of bite-sized web content highlighting acts of kindness by Malaysians to generate awareness that can bring on social change.Watsons also partnered with the Darul Insyirah Centre for Senior Citizens for its #MisiIkhlasAidilfitri CSR campaign, which encourages consumers to share their mission on Facebook on Instagram. Consumers are also encouraged to use the hashtags #MisiIkhlasAidilfitri and #WatsonsMalaysia, and 200 points will be donated to Darul Insyirah Centre for Senior Citizens for every hashtag.Following the conclusion of the campaign on 2 July 2018, the centre will be able to use the accumulated points to redeem cash and purchase products at Watsons Malaysia.Caryn Loh, MD, Watsons Malaysia, said the company is taking the lead to initiate and promote random acts of kindness to those who are less privileged or require help from society. By the year 2030, Malaysia will join a large number of Asian nations as an "aging" nation. As such, Loh said it is important to promote a caring society among Malaysians to help the elderly survive their golden years with dignity and independence."At Watsons we advocate our customers to 'Look Good, Feel Great' and feeling great does not refer to the material things that we possess but rather an emotionally fulfilling experience for you and your loved ones. For this Hari Raya festivities, our mission is to remind Malaysians to feel great first, hence, the ideation of the #MisiIkhlasAidilfitri campaign, by encouraging actions of good deeds with pure and honest intentions,” she said.“Rather than just talking about feeling good, we wanted to give people the opportunity to really feel that way. So this was the perfect time for Watsons and Naga DDB Tribal’s first CSR collaboration”, Paul Lim, deputy ECD, said.[gallery link="file" ids="223657,223658,223660,223662,223663,223665,223666"]Read also:Stop telling, start doing: How to cut through the Ramadan ad clutterMAC Cosmetics mocked for Ramadan-themed suhoor makeup video