Goodday Milk is organising Malaysia’s biggest virtual moreh session in an attempt to create a record-breaking virtual event on 22 May 2020 at 10pm. The Dairy company is urging Malaysians to join their favourite celebrities in championing a safe Ramadan this year and to be featured in Malaysia Book of Records.
The campaign ‘Kekal Sejahtera, Kekal Selamat’ is promoting creative ways on how Malaysians can celebrate the month of Ramadan and Hari Raya Aidilfitri at home safely and as part of the key event in the campaign, Goodday Milk partnered with Era FM to virtually recreate moreh sessions online.
Leading up to possibly Malaysia’s largest virtual moreh session, there are also weekly virtual moreh sessions every Friday throughout Ramadan month, starting 1 May 2020, on Era IG Live.
Moreh is a light meal served after Terawih, a special prayer done in the month of Ramadan – after the night prayer, Isha. In usual circumstances, Moreh takes place at a mosque or surau but given the current situation where social distancing is being followed globally, Goodday Milk’s latest initiative will bring this custom to the homes of Malaysians, allowing them to virtually participate in moreh sessions and partake in communal activities while still being safe.
“Culturally, it is believed that moreh helps foster relationships among people,” said Senior Vice President of Marketing and Alternate Business at Etika Sdn Bhd, Santharuban T. Sundaram. “Through a series of virtual moreh sessions, we aim to spread goodness during this Ramadan and provide moral support to our beloved nation as we fight this battle together.”
The celebrity guests who will be part of the virtual moreh session are Nabil and Sherry Alhadad, as well as Ustaz Don Daniyal. The finale virtual moreh session will also feature radio announcers, such as Radin (Era FM), Rahin (SINAR FM), and Shah (GEGAR FM).
According to the Benedict Tan, Associate Creative Director of the agency behind the campaign (Naga DDB Tribal), high-end communications technology is currently more accessible than ever. Hence, it was a matter of finding solutions that allowed them to bring forth the spirit of the season and carry into their audience’s lives
“At its heart, it’s about trying to come as close as possible to that feeling of connection during Raya and creating that festive feeling, even if it’s from a safe distance.” said the agency’s Creative Group Head, Derek Yeo.
Deputy Executive Director of Naga DDB Tribal, Nik Radzi added that the current restrictions of the pandemic and MCO has put a strain on people’s daily lives but it is undeniable that people need to connect and the value of having strong, caring communities cannot be spared at all cost.
“The things that restrict and limit us, push and challenge our creativity at Naga DDB Tribal and the team have risen to the occasion well” he said.
Those who participate will stand a chance to win from a prize pool of RM10,000 worth of Shopee e-vouchers which can be use at the Etika Flagship Store – a new online retail channel that is made possible through Etika’s partnership with Shopeeto provide consumers a convenient way to shop for their favourite drinks from home.
To join the session, visit Era fm’s facebook page (@era.je) for more information.