MBCS brings ‘VASS’ fabulousness to Raya celebrations with Safi

Mediabrands Content Studio (MBCS), the media-fuelled creative content practice within the IPG Mediabrands network, has created a Vass-tacular (spectacular) brand film for Safi in conjunction with the upcoming Raya season.

From the leading Halal personal care brand that helps women embrace their beauty with confidence, the #SafiRayaSupaVass campaign is anchored on the viral “Vass” catchphrase that translates to looking and feeling spectacular, glamourous, and fabulous, which took the Malaysian female community by storm.

This Raya, Safi has transformed Vass into a call of empowerment for women to go all out to embrace their beauty, with the magical touch of Safi Shayla SUPA – that gives 11-in-1 multi-benefits and a fine fragrance of up to 72-Hours Parfum Bloom, all at an affordable cost.

Drama, music, beauty, romance – the Vass-ness comes to life in the form of an epic musical titled “Jodoh Syafideralla”, based on the well-known tale of Cinderella, featuring a stellar cast of celebrities such as ongoing Safi ambassador Aniq Suhair, local celebrity Kilafairy, and upcoming content creator Sofea Shaheera who is well known amongst Gen Z’s.

Lyndy Tan, Associate Creative Director of MBCS said, “It truly warms the heart to see our Muslim friends go all out this year in their Raya celebration preparations.

As the agency that builds product relevance and resonance with audiences, we wanted to make sure that Safi Shayla Supa would be able to rise on this wave of vass fabulousness, and we have succeeded in doing so with this Raya musical extravaganza.”

Saki Goh, Senior General Manager Marketing of Wipro Unza said, “The Raya festivities have been long-awaited, and we have always strived to make our Safi Raya film one of the most anticipated of the season.

As this year’s film is also a pre-launch for Shayla Supa, I feel that the MBCS team has captured this first introduction in a catchy, creative and truly vass manner, in order for the brand to emotionally connect with our female audience.

Letting all Malaysian Malay women know that Safi Raya Supa Vass is here to keep you feeling confident and looking your best.”

The film, directed by Esham Shahlin, in collaboration with Media Prima Production House, also features an original song written by music composer and producer, Syed Ahmad Faizal Al-Attas (Pacai), with audio post by Hyperbaby Studio.