Gula Prai debuts first Hari Raya TVC - Abah - MARKETING Magazine Asia


Gula Prai debuts first Hari Raya TVC – Abah

MSM Malaysia Holdings Berhad (MSM), the leading refined sugar producer in Malaysia, debuted its first Raya TVC titled ABAH, featuring legendary actor and tv personality Dato’ Rahim Razali, together with Nadia Aqilah and Shasha Abedul.

ABAH tells a story of a family gathering for Hari Raya celebration. It is customary among Malaysian that for Hari Raya celebration, a mother will monitor the preparation to ensure it was done perfectly and only approve according to her standard.

ABAH – is a significant figure in the family. He was firm, you can tell by his facial expressions and demeanour. Abah seems to disapprove with both sister’s comments about their mother’s level of quality when preparing Hari Raya celebration, from setting up the curtains to baking favourite raya cookies and cooking the signature household dish.

Abah deeply missed his other half, yet because of the male ego, grief over the loss of a loved one does not express easily in front of the children. It reminds us that, losing someone is painful and hurt, but the sweet memories stay forever.

MSM Head of Corporate Communications, Siti Noorbaya Mohd Yunus said MSM has been embarking on a brand awareness campaign since Merdeka celebration last year. The campaign started by promoting Janji Gula Peket Hijau, which symbolizes Gula Prai’s iconic label.

“MSM has been in the market since 1964, producing national beloved sugar brand Gula Prai. The #janjigulapekethijau campaign was well received and we started to grab brand awareness attention from the public. To further strengthen the brand awareness campaign, we produced generic TV advertisements to show how Malaysian enjoyed Gula Prai in their daily life, Buka Puasa greetings, and this led to Gula Prai’s first-ever Raya TVC,” said Siti Noorbaya.

“We hope Keluarga Malaysia enjoyed our first Raya TVC that captured family values, strong bonding, and undivided love. Always cherish the sweet memories with your loved one. On behalf of MSM, I would like to wish Keluarga Malaysia Selamat Hari Raya and stay safe,” he added.


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