Muma X ProDiet presents Raja Kucing: A festive film that makes a difference

Towards the end of Ramadan, ProDiet released an original animated short film created by Muma Malaysia that gives voice to the voiceless – the stray and neglected animals – to ensure they are not forgotten during the major events of Ramadan and Hari Raya Aidilfitri which stretches over two months.

Entitled “Raja Kucing”, the 3-minutes film tells a familiar tail (no pun intended) of a kind and compassionate pakcik who regularly feeds a trio of stray cats and continued to do so even during the fasting month.

The heartwarming film is a reminder for people to be kind and do good deeds for one another while not forgetting the vulnerable animals in our community.

In Muslim-majority Malaysia, many eateries adjust their operating hours during Ramadan and are closed from morning till late afternoon as less people eat out during the day, unintentionally leaving many strays hungry as they usually rely on scraps shared by generous patrons or shop owners.

The short film supports ProDiet’s Raya CSR initiative which invites Malaysians to share their blessings and kindness with the furry felines at the PAWS animal shelter.

Through its “Anda Beli, ProDiet Menyumbang” #KongsiRezeki charity food drive, every 1.5kg or 8kg ProDiet Dry Cat Food purchased for PAWS will be matched by ProDiet, doubling it to 3 or 16kg of food being donated!

The donation drive runs from 18 April – 17 May 2023 via purchases made through the ProDiet official store on Shoppee where with a few easy clicks on, the food donations will be directly sent to PAWS along with ProDiet’s matching contribution.

Muma co-founder and creative partner, Choo Chee Wee said, “This collaborative partnership with ProDiet brings together story-telling and story-doing, where art translates into a positive action.

Advertising has the power to influence behavior and as creative communication experts we wanted to apply this power of persuasion for a greater cause.”

Led by Choo and creative director, Kevin Teh, and driven by the agency’s design team, ”Raja Kucing” is a showcase of Muma’s creative capability in story-telling and is its first in-house production for a client, from ideation to illustration and motion graphic.

Credit goes to like-minded industry partners Pitch Audio+Magic for music composition and sound design and Tank3 Asia and Directors Think Tank for post-production support for the film’s finishing touches.

“Many brands go all out to create big budget films for Raya but for pet-loving company ProDiet, the heart of this project was about doing good in the spirit of Ramadan and Raya through its tale of how caring for another can nourish one’s soul,” added Choo.

Choy Peng Yew, Chief Executive Officer of Pet World Nutritions said, “When Muma first shared this localised idea with us, we were excited as underlying the highly relatable story is the bond between humans and their furry companions which embodies the values of Pet World.

We believe in providing the best for pet companions, not just through uncompromising nutrition but also spending time with them creating meaningful moments and memories together.”

The welfare of neglected and abandoned animals has always been the company’s top priority, and they have to date sponsored over 1.6 million nutritious and delicious meals of pet food to rescued animals under its Foundation’s Food Bank programme.

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The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

This is the only event where Live Presentations meets Live Judging.

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