Moving beyond the era of traditional 20-second spots, BRAND’S InnerShine has officially owned the 2026 festive narrative by launching a massive content ecosystem that merges a viral music video with a 20-episode micro-drama series. This strategic “advertainment” pivot is the result of a powerhouse partnership between independent agency Fishermen Group and streaming giant Viu Malaysia.
The campaign has already shattered engagement benchmarks, surpassing 4 million digital views across Viu and TikTok within 2 weeks of launch, proving that the vertical-video generation is hungry for brand stories, provided they are told through high-quality entertainment. The microdrama is hosted on Viu’s platform and Viu’s official TikTok account for maximum reach.
Watch the micro-drama here:
The Vision: Music, Social Storytelling, and “The Glow”
The ambition started with a clear goal from the brand: to turn the pre-festive buzz into a cultural moment.
“The excitement leading up to Raya is something every Malaysian can relate to, and we want to bring it up a notch through the combination of music and social storytelling,” says Amanda Lee, Senior Brand Manager at BRAND’S InnerShine. “Our goal was to create a fun way for Malaysians to experience the festive excitement – from a vibrant Nabila Razali’s ‘Tak Sabar Nak Raya’ music video to a playful ‘Di Sebalik Cahaya Raya’ TikTok mini-series, bringing the Raya spirit to life with a fresh, creative twist with BRAND’S InnerShine.”
The Strategic Bridge: Innovation Rooted in Trust
The campaign’s architecture was built on Fishermen’s reputation for finding innovative solutions through strong client relationships. As Viu is also a key client of Fishermen, the agency was in a unique position to work closely with both parties to develop the strategic angles that would bring the BRAND’S InnerShine narrative to life.
“Innovation in this industry isn’t just about a good idea; it’s about the trust between an agency and its client base,” says Mark Darren Lee, Managing Director of Fishermen. “Viu is a total solutions provider with an incredible team that did the heavy lifting on the microdrama production. Because Viu is also our client, we were able to collaborate deeply on the creative angles from the start. Our role was to architect a solution that balanced BRAND’S InnerShine’s commercial goals with Viu’s entertainment expertise. This partnership allowed us to move into this ambitious space with total confidence.”
Winning the Social Loop
While Viu served as the lead production engine, Fishermen Group focused on the 360 degree digital integration. Fishermen Integrated and Mediacliq ensured a seamless social loop throughout the Ramadan period, ensuring the product USP remained central to the narrative.
Chong Wei Ling, Head of Social Media at Fishermen Group, explained the tactical success: “We didn’t just want to post a series; we wanted to create a binge watching habit. By working closely with Viu’s production insights, we ensured that the 20 episode series ‘Di Sebalik Cahaya Raya’ was optimized for the way Malaysians actually consume content on TikTok. Our focus was on building that tight digital loop – ensuring the InnerShine brand story was visually stunning and authentically baked into the drama’s storyline, which is why we’ve seen such massive organic traction.”
From Digital Viral to Real World Impact
The content ecosystem, ranging from the musical spark of Nabila Razali’s ‘Tak Sabar Nak Raya’ to the narrative depth of the series ‘Di Sebalik Cahaya Raya’, successfully turned a brand message into a binge worthy narrative. The hype didn’t stay behind a screen; the campaign culminated in a Together Gather event at KL Sentral LRT, allowing fans to engage with the stars and the brand in person.
“Innovation is only possible when you have a brave client like BRAND’S InnerShine and a partner like Viu who has the assets and team to execute it perfectly,” Lee concluded.
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