Watsons launches 2021 Raya campaign with release of 'Raya Unik Raya Ikonik' - MARKETING Magazine Asia


Watsons launches 2021 Raya campaign with release of ‘Raya Unik Raya Ikonik’

This Raya, Watsons Malaysia, a brand known for extravagant, star-studded festive music videos, is dialing up the celebrations. In collaboration with Naga DDB Tribal as agency partner, Watsons Malaysia launched this year’s Raya campaign with the theme ‘Raya Unik Raya Ikonik’ to highlight individuality.

“The development of the campaign idea revolved around using our data tools to understand what consumers are expressing within the social space and the key theme of family togetherness regardless of generational differences became the strategic inspiration behind this meaningful and entertaining campaign,” said Head of Brand Management at Naga DDB Tribal, Kevin Teh.

Following previous festive ads by Watsons, Naga DDB Tribal and Real Time refreshed the 2019 Watsons Raya theme song with a remix. While the track is an alchemy of traditional Malay instruments, it also includes popular music genres in Malaysia – Rock, K-Pop and Hip Hop.

The film, which was shot by Graph, features an exciting line-up of household names that play a family of unique and iconic characters such. Watsons’ Brand Ambassador, Ayda Jebat, stars in the film alongside rock legend Amy Search, together with Dolla and Loca B, who are rising stars in Malaysia’s K-Pop and Hip Hop scene, respectively. There’s also a special appearance by one of the top celebrity chefs in Malaysia, Chef Wan. 

In less than a week since the The “Raya Unik Raya Ikonik” campaign went live, the video has garnered about over 1 million views on Watsons’ YouTube channel, at the time of writing.

In other related news, MARKETING Magazine’s Experts’ Choice Awards returns once again this month for the upcoming Hari Raya Aidilfitri 2021 and the submission period officially starts today. The submission deadline is 12 may 2021 which means you you have three weeks to compile all the details regarding your Raya TVC and submit it here.

And then it’ll be off to the our expert readers to begin voting for their favourite TVC from 13 May to 13 June before the top 10 winners are announced on 14 June.

Over the years we have found that our coverage and polling of the Best Festive TVCs based on our experts’ choice, have had growing success and traction. Our respondents have grown from a few hundred to over a thousand in recent years.

This year, the top 10 winners will receive a certificate of recognition of MARKETING Magazine’s Experts’ Choice of Top Raya TVCs in Malaysia and the fame that comes with the commendation.

Brands, agencies and production houses are all welcome to submit their work for just RM 2,000 per entry.


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