MBCS & Mamee Chef brings ‘Sinaran’ on Raya flavours with Malaysia’s Queen of Jazz Sheila Majid

Mediabrands Content Studio (MBCS), the media-fuelled creative content practice within the IPG Mediabrands network, has released Mamee Chef’s Raya film this year, with brand ambassador Sheila Majid and guest starring Kugiran Masdo.

‘Sinaran Syawal’ by Mamee Chef, bestows blessings to Malaysians this Raya, as the self-titled song implies a bright Syawal celebration (Syawal being the 10th month of the Islamic calendar following the holy month of Ramadan).

The title of the song also plays on the popularity of Sheila Majid’s ‘Sinaran’, known as one of her signature songs since the 80’s.

The film focuses on Mamee Chef’s two special flavours for the year, dishes commonly associated with Raya celebrations – lontong and rendang, and how they will enhance the Raya experience.

Mandar Wairkar, Creative Director of MBCS said, “Sheila Majid is known to be one of Malaysia’s most legendary singers and is commonly referred to as ‘Malaysia’s Queen of Jazz’, so this collaboration of a legendary singer with legendary flavours through Mamee Chef would bring legendary vibes for Raya.

At the same time, we wanted to add a pleasant surprise to connect with the youth, and Kugiran Masdo was a natural choice to introduce Mamee Chef’s Lontong and Rendang Legenda as the go-to convenient meal for the festivities.”

The film also stars Kugiran Masdo, a groovy Malaysia indie-rock band with popular songs on social platforms including TikTok.

How Yuan Yi, Chief Marketing Officer of Mamee-Double Decker (M) Sdn. Bhd. said, “As a brand by Malaysians for Malaysians, we really wanted to bring Mamee Chef’s authentic flavours to our fellow rakyat in an exciting relevant way this Raya, and MBCS has come through on that promise in a culturally, and pop-culturally resonant way.

What better way to showcase easy-to-whip-up meals that resonates familiar festive flavours than through a star powered film with renowned local music talents.

A taste of authenticity, music and Raya celebrations, all in one sensory bundle.”

The film was directed by Fadzly Tajuddin and produced by Mastermind Group.

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