A Story of Love and Separationthat Touches Hearts, Bridges Divide, and Inspires Change
As the festive season of Aidilfitri approaches, brands across Malaysia are rolling out campaigns that resonate with themes of togetherness, love, and self-reflection.
This year, CARiNG Pharmacy has taken an emotionally charged approach with its Raya short film, Syawal di hati, kenangan abadi (‘Syawal at heart, unchanging memories’), a moving narrative that explores the impact of broken families on children and the power of reconciliation.
At the heart of the film is the emotional journey of two siblings, Angah and Along, who are tragically separated after their father leaves home following a heated argument.
As their family fractures, the children desperately cling to a cherished painting—symbolising their bond—only for it to be torn apart, mirroring the rupture within their home.
The film takes a poignant turn when Along, now living with her mother, spends Aidilfitri at her grandmother’s home.
Through the simple yet profound act of weaving ketupat, the grandmother imparts wisdom—just as ketupat must be carefully bound together to hold its form, so too must relationships be nurtured with care.
This heartfelt metaphor encourages Along’s mother to reflect on the toll of family conflicts on children, ultimately leading to a heartfelt phone call to her estranged husband, opening the door to co-parenting and reconciliation.
As a result, Angah and Along reunite on Syawal, working together to restore their once-fractured painting—a powerful visual metaphor for healing and second chances.
The Power of Purpose-Driven Marketing
Adding an extra layer of meaning to the film is the involvement of Wan Jamila Wan Shaiful Bahri, better known as ARTJAMILA, a gifted Malaysian savant autistic artist.
CARiNG Pharmacy collaborated with ARTJAMILA to design limited-edition Raya packets as part of the Syawal di hati, kenangan abadi campaign, underscoring the brand’s commitment to inclusivity and raising awareness about autism.
Her artwork serves as a testament to resilience and the boundless strength of the human spirit—values deeply embedded in the film’s narrative.
Customers can obtain these exclusive Raya packets for free with a minimum spend of RM30 at CARiNG outlets until 7 April.
CARiNG Pharmacy’s approach to festive advertising goes beyond traditional commercial storytelling, diving deep into the emotional realities that many families face.
By addressing the sensitive topic of family separation and reconciliation, the brand taps into a universal truth—Aidilfitri is not just about celebrations, but also about healing wounds and strengthening relationships.
CARiNG Pharmacy’s film stands out for its emotional depth and socially conscious messaging.
It not only highlights the consequences of fractured families but also offers a hopeful perspective—one where reconciliation, understanding, and love can mend even the deepest wounds.
By crafting a narrative that resonates on a deeply personal level, the brand strengthens its emotional connection with consumers, making it more than just a healthcare provider—it becomes a brand that truly cares.
As brands continue to explore meaningful storytelling in their festive campaigns, CARiNG Pharmacy’s Syawal di hati, kenangan abadi serves as a reminder that the most impactful stories are the ones that touch hearts, bridge divides, and inspire change.
