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Journey through these works like it's your balik kampung drive, especially if you don't plan to balik kampung this 2025, for whatever reason. Beautifully-crafted messages are part of these creative pieces of publicity - whether they're touching, hilarious or reflective. 

• Inspired by the fact that Family Mart is a famous Japanese brand with presence in other countries including Malaysia (thanks to franchise agreements), it’s no surprise that Family Mart Malaysia came up with a creative piece that showcases both Japanese and Malaysian-Muslim culture. With the pervasiveness of smartphones and applications like WhatsApp and the like, those near and far are quite easily a voice/video call away. So, if your Internet connection is good, it is possible to do so. The three components are related to preparing for the daughter coming home, having married to a Japanese spouse and in the same way, for the Japanese spouse to learn as much about the norms and traditions during Hari Raya Aidilfitri. Hilarity ensues when after having prepared, there are cute hiccups, which I won’t be giving away. Audio is mainly in Malay, with some Japanese, and English. 

 

 

• For 2025, Lalamove came up with quite an inspiring story, reminding viewers of what really matters. As a child to a hearing-impaired adult, life can be tricky, as the parent can only communicate to the hearing person via sign language. In this particular ad, there is added tension as Raya happens to fall on the same day as the daughter’s birthday. Resigning to the fact that life will not be normal (no singing the Happy Birthday song via voice/no prep of something special), the daughter gets annoyed and disappointed with her father, the only surviving parent, as shown in the ad. But of course, the father eventually does something that may seem like nothing to the typical Raya celebrant, but it is actually a touching gesture that’s also meaningful and that nothing is more important than remembering your loved ones – as long as you’re capable of doing so.

 

 

• Iklan Raya Kaypoh has a very enthralling introduction in that it starts off in a café. Perhaps it’s to cater to the younger generation of café-goers. While the characters’ families are mentioned in passing, the emphasis is on their friendship and ‘brotherly’ love – that despite disagreements, one will always find a way to patch things up.

• Enchanteur and Scentify collaborated this 2025 for a cute furry ad, with a cat narrating what it feels like this year, compared to the previous years, celebrating Raya. With everyone busy reuniting with family members and loved ones, the cat is left wondering if it is remembered that it is also a living thing with emotions. Towards the end, we find out what happens to the cat and of course what smells different this year… or maybe the scent has always been the same?

• Todak is a gaming company, and as someone who is no gamer, I’m surprised I actually quite liked the ad. A fictional grandma is introduced and from the way she is depicted, she seems quite tech-savvy because she is able to use a smartphone to actually call her grandson to nag him and the other grandsons to come home for Raya. Otherwise, there’d be no Duit Raya. Quite obviously, everyone who received the message from the sender reacted with a HUH? NO WAY! They all gather at the grandma’s house eventually, with one more expected arriving later and attending to the grandma’s needs – all to do with Raya preparation. There is another shock element of course, once the grandma realises that her desired Lampu Raya is not up to expectation and not what is usually done, while the other grandchildren are busy joget-ing instead of helping out. What’s next? I’ll leave for you to find out.

 

 

 

 

• Benang Kasih or Thread of Love is done to promote a public university in Malaysia – you can easily tell that this ad has to do with sewing and one’s baju Raya. As always, there is a misunderstanding between the child and parent. There is a certain twist, however. In the flashback scenes, the father is also seen sewing, other than the obvious - mother. The story escalates, with the daughter wanting nothing else except to run from all the stress. With some coaxing, the mother eventually finishes her orders – as well as one special baju Raya for her precious.

 

 

 

• Kopi Saigon’s structure is quite similar to Todak’s – except that this focuses more on the stepfather rather than one’s grandmother. But ultimately, it is still quite touching and a tearjerker.

 

 

 

• Pru-BSN takes quite the autobiographical approach, similar to how our Bahasa Melayu teachers used to instruct us as students to write a Saya Sebuah Kereta as a karangan/an essay. However, of course, in the shades of Raya, the focus is on the Kuali and the Kawah used for mass cooking Rendang, usually during kampung get-togethers. The uplifting nature of the story and the ad is a reminder that we should appreciate our positive kuali-teas and that there is no Raya without the most important appliance, the Kuali. For those who enjoy play of words and puns, this will definitely be an entertaining watch.

 

 

 

• CelcomDigi’s Syukur puts the spotlight on ordinary musicians/performers, with a special appearance by Yunalis Zarai or Yuna, her stage name. This advertisement also smartly inserts a dialogue in Mandarin to acknowledge the diversity that Malaysia is more than fortunate to have.

 

 

 

• RHB Malaysia is well-known for crafting advertisements related to major festivals in Malaysia in a way that spotlights the older generation but with this in mind, also caters well to the younger generation. This time, the bank has teamed up with Masjid Wilayah Persekutuan to be featured as the place where the donations of Raya clothes which are no longer needed.

 

 

 

• Farm Fresh Malaysia’s Raya ad starts off by giving you that strange feeling of "Why does this remind me of that nosy relative/family member?", which can be quite the turnoff… but thank goodness for that ending. Now, I’m tempted to get the chocolate malt drink manufactured by the company.

 

 

 

• PKNS who previously brought you the tearjerking ad ‘Conteng’ in 2024 is back with yet another advertisement ‘Kenal’ in 2025 to remind us of the things we take for granted. Kamal is depicted as a widow, after having lost his wife. As a result of his loss, he views his neighbours Suresh and Mei (as a mixed-marriage couple) with envy, having nobody to share the joys of Ramadan and Syawal with. Wanting to berbuka with gulai ikan aye (which to my understanding is also gulai ikan tongkol), Kamal heads to the nearest Bazar Ramadan, only to find out that it is no longer available/finished for the day. However, the very same seller also takes the opportunity to ask him about his neighbours, their business premises and what it means to live in a multicultural Malaysia. Unease and frustration fill Kamal’s face, although he eventually leaves the bazaar. Later at night, Pak Kamal is seen fixing Raya lights in the compound of his house. However, an unfortunate incident happens, which leads to his two neighbours proceeding to help him, even though you can see Kamal’s reluctance. Kamal is brought to his neighbours’ house to rest, while the couple work to prepare something special for Kamal’s sahur meal. When Kamal realises what it really is, he begins to warm up and as it turns out, the two are Kelantanese – making it easier for Kamal to relate to. As the ad ends, it is shown that the two are guests at Pak Kamal’s house for Raya. A message on how we should not be too judgmental just because there are differences flash on screen. Sometimes, in difference, we find that we have a lot more in common.

 

 

 

• This ad by Etika and Mirinda is based on current affairs – specifically the news item where a father of an entirely different background and faith adopts three kids who are orphans of a different faith. In a bid to give the kids a proper Raya, Mike sends them away to their Mak Long’s house, only to have them elope because the kids feel uneasy and something is incomplete – even with all the Raya decorations and elements. Abah Saya Abang Mike is one that will remind us that despite our differences, kasih sayang remains, although it can be expressed differently by different people. This ad also serves as promotional material for an upcoming film this August 2025.  

 

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• As a child who’s restless and demanding, you’d tend to make requests that can be challenging to immediately fulfill, especially if you’re born into a family who’s not as financially stable. Now, imagine if the tables turn and it’s the parents requesting the children to fulfill their wish. The twist? Your parents are elderly and one of them is a former member of the army. In this, the pressing health issue of dementia affecting elderly folks is well-highlighted. So, it’s not only about Raya joy as the main part, but also a health issue that’s central to what the company is trying to convey, through the ad. BHPetrol’s Hingga Hujung will definitely make you ponder over the true meaning of Raya, especially when you have someone who has memory problems.