Hari Raya has become one of the biggest marketing moments across Southeast Asia.
In the weeks leading up to the celebration, brands release festive films, launch special collections, roll out promotions, and collaborate with influencers. It is a crowded space, and every year the number of campaigns seems to grow.
Some campaigns disappear quickly after the season passes. Others stay in people’s minds long after the celebrations end.
The difference usually comes down to how well the campaign understands the occasion itself. Hari Raya is built around traditions and experiences people return to every year. Visiting relatives, preparing outfits, cooking for gatherings, and taking a moment to reflect on the meaning of the season.
Here are four campaigns that recognise those moments and feel familiar rather than manufactured.
PETRONAS: “Anak Siapa Ni?”
In Malaysia, the release of the PETRONAS Raya film has become part of the festive season itself.
Each year the brand tells a story centred on family relationships and the meaning of Hari Raya. The 2025 film, Anak Siapa Ni?, follows a young man returning home to visit relatives he barely remembers. What begins as an awkward reunion gradually becomes a reminder that family ties remain even after years of distance.
The brand appears only lightly in the story. The focus stays on the emotional experience of returning home during the festive period.
Over time, this approach has shaped audience expectations. Many viewers now actively look out for the PETRONAS Raya film every year.
What brands can take from this
Repeated storytelling during the same cultural moment builds familiarity. PETRONAS did not create just one successful Raya campaign. It built a tradition that audiences now expect each year.
Julie’s Biscuits: “Selamat Lari Raya”
Julie’s Biscuits has also developed its own tradition of Raya storytelling.
The 2025 film, Selamat Lari Raya, explores a more introspective theme. The story looks at unresolved guilt and the emotional barriers that can prevent families from reconnecting, positioning Hari Raya as a moment for healing and second chances.
Working again with creative agency GOVT Singapore, the campaign experimented with a wider emotional range than previous films, blending suspense, humour, and tension within the narrative.
Instead of focusing purely on celebration, the story invites viewers to reflect on forgiveness and reconciliation.
What brands can take from this
Festive campaigns often follow similar emotional formulas. Exploring deeper or less comfortable themes can stand out, as long as the story still connects to the meaning of the celebration.
ZALORA: ZALORAYA 2025
Hari Raya is also one of the biggest fashion moments in Southeast Asia.
Families often begin planning their outfits weeks before the celebration, coordinating colours and styles for visits and gatherings. ZALORA’s annual ZALORAYA campaign builds directly on that behaviour.
The 2025 campaign introduced a short film featuring a stylish family confidently stepping out in coordinated festive looks. The story carries a playful tone, with characters like a social media–savvy grandmother and a father wearing a biker-inspired Raya outfit.
The campaign extended beyond digital content with pop-up activations across Malaysia, Indonesia, and Singapore, including styling sessions and fashion showcases.
What brands can take from this
The campaign works because it aligns with a behaviour that already exists. People plan festive outfits every year. ZALORA simply positioned itself inside that moment.
McDonald’s: “Indahnya Kesyukuran”
McDonald’s approached its Ramadan campaign from a quieter perspective.
The film Indahnya Kesyukuran follows a young boy named Afnan who accompanies his mother to volunteer at a children’s home. Through the experience, he begins to understand the meaning of gratitude during the holy month.
Seeing the season through a child’s perspective gives the story a simple and warm tone. Instead of delivering a heavy message, the narrative unfolds through everyday moments.
The film quickly gained traction online, reaching more than 5.7 million views on YouTube within three weeks.
What brands can take from this
A story does not need to be complex to resonate. A familiar moment told from a relatable perspective often travels further than an overly dramatic narrative.
MR DIY: “Raya Penuh Makna”
MR DIY approached Raya from a lighter angle.
The 2025 film Raya Penuh Makna follows Diyanna, who is determined to fit into her favourite baju Raya by resisting festive treats. Her struggle turns playful when the foods appear as characters inside a colourful setting representing her digestive system.
The film introduces characters such as a mak cik representing kuih lapis and actor Syafiq Kyle as Mr Pisang, the irresistible banana fritter.
The humorous concept and theatrical set design give the campaign a visual identity that stands out across social platforms.
What brands can take from this
Not every Raya campaign needs to rely on emotion. A strong creative concept with humour and visual storytelling can be just as memorable.
What These Raya Campaigns Reveal About Festive Marketing
Looking across these campaigns, the strongest festive marketing tends to work with moments people already recognise.
The brand usually takes a supporting role while the story carries the campaign.
Today, many of these stories also extend through influencers who bring the celebration into everyday moments on social media, such as styling videos, family gatherings, or recipes shared during Ramadan.
At AtisfyReach, we help brands match with influencers based on performance data and audience insights, making it easier to bring festive campaigns to life with the right voices.
Book a demo to see how we can support your next festive campaign.
