Astro has partnered with Naga DDB Tribal to conceptualise and bring to life Astro’s Ramadan–Raya 2026 (RaRa 2026) campaign, “Bila Bersama, Lagi Jadi.” In a year where Ramadan and Chinese New Year coincide —resulting in an exceptionally crowded festive season — the joint effort centred on creating a culturally immersive platform that extends beyond communication to influence how Malaysians experience Raya.
Amid a surge of festive advertising, social trends, curated OOTDs, and promotional noise, Raya increasingly risks becoming a pursuit of perfection rather than a communal journey. “Bila Bersama, Lagi Jadi” responds to this cultural shift by reframing celebration as participation over performance — reminding Malaysians that the spirit of Raya shines brightest when shared.
Reclaiming the Essence of Raya
The campaign is rooted in a powerful human truth: modern celebrations have grown increasingly individualistic, driven by comparison and the pressure to curate the “perfect Raya.” Astro’s brand belief counters this by elevating collective experience — creating spaces for Malaysians to come together and rediscover what celebration truly feels like when shared.
“Raya is a season that celebrates connection and joy, and this year brings a renewed sense of meaning,” said Benjamin Woo, Head of Group Marketing, Astro. “Through our festive content, music, and community initiatives, we hope to remind Malaysians of the meaningful moments that make Raya truly special. At the heart of this is our film, which captures the shared rituals and heartfelt interactions that define the celebration. With ‘Bila Bersama, Lagi Jadi,’ we hope it inspires people to reconnect and embrace the spirit of togetherness.”
A Cultural Symbol of Unity: The Pelita Panjut
At the heart of the campaign is the pelita panjut — the traditional oil lamp synonymous with Raya.
This metaphor became the foundation for a multi-layered festive platform spanning film, visual identity, installation, and retail presence.
Rather than treating the pelita as a decorative visual, the team reimagined it as a living cultural centrepiece — a contemporary sculptural installation crafted from batik and songket textiles, inviting audiences to physically encounter and engage with the story of togetherness it represents.
To realise this vision, Astro collaborated with Malaysian motifs artist Farah Mohan of Batik Novak, whose intricately illustrated batik practice blends heritage craftsmanship with contemporary storytelling.
“Batik is a storytelling medium,” said Farah Mohan. “Through the pelita motif, we illustrated how individual elements — like individual people — become more meaningful when brought together. The structure represents unity not just visually, but emotionally.”
As the experience makers, the belief is that festive campaigns should not simply tell a story — they should create spaces for people to feel and participate in that story. The pelita installation became a physical embodiment of the campaign’s belief: alone we glow, but together we shine brighter.
Hero Film Captures the Spirit of Unity
The platform is anchored by a 15-minute Raya short film directed by Hyrul Anuar from Director’s Think Tank, bringing together an ensemble of beloved Malaysian personalities and talents in a single narrative — a creative reflection of the campaign’s central message: Bila Bersama, Lagi Jadi.
The story follows two individuals competing to outshine each other through elaborate pelita panjut displays, inadvertently dividing their community in the process. Through reflection and reconciliation, they rediscover that the true spirit of Raya shines brightest when shared.
“We wanted the story to feel relatable — reflecting the ‘tak nak kalah’ (determined not to lose) attitude many of us recognise — before gently guiding it back to unity,” said Hyrul Anuar. “When the pelita panjuts finally come together, the light becomes overwhelming in the best way. It’s a simple visual metaphor, but emotionally powerful.”
Blending drama, comedy, and warmth, the film embeds cultural observations within its narrative — allowing the moral, Bila Bersama, Lagi Jadi, to unfold organically rather than declaratively. The ensemble cast further reinforces the theme of togetherness, bringing multiple personalities and talents into one shared story — mirroring the way Raya itself gathers families, friends, and communities around a single celebration.
The spirit of ‘Bila Bersama, Lagi Jadi’ extends beyond the story itself. It is reflected in Astro’s festive content lineup, where an array of dramas, comedies, movies, and specials come together for audiences to enjoy as a household. Through Astro Malaysia’s streaming ecosystem — including Astro One for multi-device viewing and Sooka for mobile audiences — the celebration can be experienced anytime, anywhere, and together across the home.
Reflecting Astro’s focus on shaping meaningful festive experiences, the film stands as the emotional heart of the campaign’s ecosystem. Supported by Naga’s creative involvement, it invites Malaysians to move past passive viewing and truly embrace the sense of togetherness at its core.
From Ramadan Reflection to Raya Celebration: A Continuous Thread of Togetherness
The platform carries consistently from Ramadan into Hari Raya.
During Ramadan, communal terawih prayers feel lighter. Finishing the Quran feels more motivating. Acts of worship gain strength when shared.
That same collective spirit continues into Hari Raya — where forgiveness, celebration, and joy resonate deeper when experienced together.
Spanning hero film, installation, key visuals, and retail activation, the campaign was developed as a seamless festive ecosystem. As the agency behind Astro’s campaign, Naga DDB Tribal applied its philosophy of designing experiences rather than isolated communications — enabling Malaysians to truly feel and take part in the spirit of “Bila Bersama, Lagi Jadi” across multiple touchpoints.
Cutting Through Clutter with Cultural Resonance
In a year defined by overlapping festive peaks and media saturation, “Bila Bersama, Lagi Jadi” demonstrates how brands can transcend noise. Guided by the belief that brands must be experienced, not just seen, Naga DDB Tribal builds immersive cultural platforms that invite participation — transforming communication into lived celebration.
“When brands move beyond messaging and create experiences that people can step into, they become part of the celebration itself,” said Alvin Teoh, Chief Creative Officer, Naga DDB Tribal. “This Raya, we set out to design something Malaysians could gather around — a shared reminder that when we come together, everything shines brighter.”
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