Watsons and Naga DDB Tribal launched its “Ada hati Raya Menjadi-Jadi” video encouraging Malaysians to put their hearts and efforts together to enjoy a meaningful Raya celebration with friends and family.
In collaboration with Naga DDB Tribal, Watsons kicked off its 2019 Ramadan and Aidilfitri campaign with the theme of “Ada Hati, Raya Menjadi-jadi”, calling upon Malaysians to put their hearts into the celebrations in order to rediscover the magic of Raya.
“The holy month of Ramadan is the time of giving and giving has always brought out the best in people. We take the opportunity to not only give back to our loyal Watsons shoppers, but to the community as well,” said Caryn Loh, Managing Director of Watsons Malaysia.
“This Hari Raya, our mission is to give back to our society. Hence, through the ideation of the ‘Ada Hati Raya Menjadi-jadi’ campaign, we hope to spread Hari Raya cheer to our fellow shoppers and encourage all Watsons customers to appreciate the moment of family reunion during this festivity and find the beauty in it.
“We believe if you put your heart into this Raya, you’ll feel the true meaning of this festivity,’ Caryn Loh added.
“We are excited to launch this special Raya video featuring Watsons Ambassador Ayda Jebat titled ‘Ada Hati Raya Menjadi-jadi’. Balik kampung has become synonymous with the festive celebrations in Malaysia, and this video takes a magical twist on Ayda’s journey home for Raya.
“The important message of this Raya video from Watsons is that nothing is more important or beautiful than the moments of celebration with your family. And of course, Watsons has everything you need for Raya,” said Danny Hoh, Customer Director of Watsons Malaysia.
The story revolves around the journey of a city girl (starred by Ayda Jebat) as she travels back to her hometown. She obviously looks forward to reuniting with family and friends but throughout her journey, she meets many urbanites not returning home for Raya because they no longer feel the magic.
She, however, believes that this magic lies in the effort you put into celebrating it.
The story unfolds in surreal scenarios that include a beautiful palace, a majestic horse, and a private jet, all held together by a lighthearted Raya song performed by Ayda Jebat herself.
The message: Everything looks beautiful and magical when we put our hearts into the celebration.
“We used a little surrealism to stand out from the clutter, and make our film more entertaining,” said Paul Lim, Deputy ECD of Naga DDB Tribal. “But the heart of the message is a poignant one: How we see the celebration depends on how much we invest in it.”
In just 2 days, the short film has accumulated collectively 2.4 million views and almost 4K shares (please update numbers at time of publishing) on YouTube and Facebook.
Along with the film, this campaign includes TV commercials and product videos highlighting festive promos. In addition, Watsons has also collaborated with 30 underprivileged homes across Malaysia by donating RM100,000 worth of Watsons Brand goodies in total, with the hope of bringing pre-festivity cheer and joy.
In addition, there are also 2 contests running during the campaign period:
⦁ Win RM1000,000.00 worth of prizes
Watsons members stand a chance to win prizes worth up to RM1000,000.00 when they spend RM100 and above in a single receipt at Watsons stores or online.
⦁ Meet & Greet Session with Ayda Jebat
Members with purchases of RM50 and above on any Watsons brand products stand a chance to be among 60 lucky winners to attend a “Meet & Greet Session” with Ayda Jebat.