From MRT to Runway: How Media Prima Turned a Train Ride into a Branded Raya Experience

In an era where audiences crave experiences rather than just advertisements, Media Prima continues to demonstrate how creativity, culture and commerce can intersect in powerful ways.

One of the most striking examples this festive season was Melodi Glam Raya Runway, an innovative experiential campaign that transformed a routine MRT journey into a moving celebration of fashion, music and Raya culture.

Designed as a multi-layered brand experience, the event blended entertainment, influencer engagement, live commerce and on-ground activation into a single immersive platform—showcasing Media Prima’s ability to create content ecosystems that resonate with modern audiences.

The activation began at MRT Bandar Utama, where the atmosphere immediately shifted from everyday commute to festive spectacle.

Crowds gathered as a high-energy flash mob performance kicked off the event, led by rising talents from One In A Million—Marygrace, Kai Deva, Jimi and Mariam—joined by Watsons celebrity ambassadors Sharifah Rose and Fahrin Ahmad.

The spontaneous performance set the tone for what would become a unique journey celebrating Raya style and entertainment.

From there, the excitement continued with the official flag-off of the specially curated Melodi Glam Raya Runway train, turning the MRT carriage itself into a traveling catwalk. Guests and invited personalities were treated to live performances during the journey, including the official Watsons Raya theme song performed by One In A Million finalists, followed by a captivating performance by Nabila Razali.

But the highlight of the experience was the runway segment—where fashion, beauty and lifestyle brands took centre stage. Models showcased a curated selection of skincare, beauty and wellness products from Watsons brand partners, alongside stylish Raya outfits and accessories from local fashion labels featured on TikTok Shop.

What made the activation particularly innovative was the integration of live social commerce. Every item showcased on the runway could be instantly purchased through TikTok Shop’s “yellow bag” feature during the livestream.

This seamless bridge between content and commerce allowed viewers to shop the looks in real time—transforming inspiration into immediate purchase.

The journey paused briefly at MRT Pasar Seni, where another runway presentation brought fresh energy to the experience before the train continued to its final destination: Tun Razak Exchange (TRX).

There, the celebration reached its peak with a full-scale stage show at the station’s concourse level. Starting off with a lively opening by Datuk Seri Aliff Syukri followed by Malaysian entertainment personalities and singers—including Aisha Retno, Amir Masdi, Nabila Razali and Ernie Zakri— who delivered electrifying performances that drew crowds and amplified the festive atmosphere.

The runway segment also featured appearances from well-known personalities and Watsons ambassadors such as Ayda Jebat, Che Puan Sarimah, Sharifah Rose, Fahrin Ahmad, Akmal Nazri, Lyssa Jean and Mekyun, who modelled selected products and styles on stage.

Their presence added star power while strengthening the connection between brands and audiences.

Anchoring the entire experience were Melodi hosts Ain Edruce and Fikry Ibrahim, whose lively interactions with guests and audiences ensured the event remained engaging throughout the journey.

Beyond the spectacle, Melodi Glam Raya Runway delivered a powerful brand message: festive style and beauty can be accessible, inspiring and inclusive.

By spotlighting local designers and brands alongside major partners such as Watsons Malaysia and TikTok Shop, Media Prima created a platform that celebrates creativity while enabling commercial impact.

For brands and agencies, the campaign illustrates Media Prima’s distinctive strength—its ability to turn content into culture and engagement into conversion.

By merging broadcast entertainment, influencer power, live events and social commerce into one cohesive experience, Media Prima continues to redefine how brands connect with audiences in Malaysia.

Melodi Glam Raya Runway was more than a promotional event. It was a proof point: when storytelling, technology and creativity come together, media becomes an experience—and brands become part of the celebration.

Contact us at solutions@mediaprima.com.my to find out more about collaborations and follow Omnia Media Prima on IG, LinkedIN, WhatsApp Channel and TiKTok for regular updates.