TNB & Entropia bring back beloved festive character Aida for Raya 2021 | MARKETING Magazine Asia

TNB & Entropia bring back beloved festive character Aida for Raya 2021


Due to popular demand, Tenaga Nasional Berhad (TNB) and Entropia have brought back Aida, in TNB’s latest Raya Film. Aida is the well-known and loved character from previous TNB Raya films such as after Dugaan Raya Aida which was released in 2017. 

The 2021 Raya film was produced by award-winning director, Quek Shio Chuan, with comedic elements peppered throughout the main character’s emotional journey. Titled ‘Hikmah Raya Aida’, the tale emphasises the importance of spending time with family through any circumstances that may come our way.

“At TNB, we are guided by our purpose of working together for a better world and brighter lives,” said TNB’s Head of Corporate Communications, Shukreen Ma. “This short, but meaningful film brings this purpose into our own homes and families, emphasising the importance of spending quality time with family through good and challenging periods.”

The film follows the journey of Aida, an entrepreneur who started her small business selling Raya cookies in 2017 and has now found business success. In her focus on building her Raya cookies empire, however, she starts to take her family for granted and neglects spending quality time with them. Her family tries countless ways to get Aida’s attention, but to no avail. When she is devastated by the pandemic’s effect on her business, her mother encourages her to keep herself busy with Raya preparations. In doing this, Aida forgets her despair and comes to the realisation that family is, after all, the most important treasure of all.

“Compared to 2020, this Raya will be more even challenging but in these trying times, we realised there are ‘hikmah’, or lessons, we can learn and grow from,” said Creative Director at Entropia, Zaheer Kaisar said. “It forces us to focus on the people that truly matter, using this precious time to forge stronger bonds and create meaningful memories together. So, with hopelessness and despair looming, we set out to bring home a message of hope, joy and togetherness.”

Another notable feature of the film is how Jero, a beloved recurring character in TNB festive films, makes no appearance in the film this time around (except a mention at the end) to encourage viewers to follow his own Raya family story on TNB’s social media instead.

Watch the film here: