Bernas and O&M bring Malaysian families together for dinner this Chinese New Year

Padiberas Nasional Bhd (Bernas), has launched a Chinese New Year television commercial and print campaign concurrently as part of its corporate social responsibility programme to drive home the importance of rice in Malaysian’s daily life.

The “Reunion Sek Fan” commercial, created by Ogilvy & Mather Malaysia, was beamed over TV3, Astro and major channels and appeared in major Chinese and English dailies beginning Monday this week. It will be appearing until the end of this month in between programmes in all major Chinese and other language television stations.

Ogilvy ECD Gavin Simpson explains: “Rice is more than just a staple diet of Malaysians. It is an important element in Malaysian culture that brings people together, more so during celebrations. 
Because festivals are important for Malaysians, it’s also important that Bernas makes it’s presence felt during festive occasions.
In line with Bernas’ brand essence of Nourishing the Nation, it’s only appropriate for us to nourish our fellow Malaysians with messages that are relevant and inspire Malaysians during these festivals.”


“For the Chinese, rice plays a significant role during reunion dinners. The Chinese New Year family dinner is an important event and a highlight of the festivity.”


The story depicts the divided relationship that a son has with his parents and it is centered during meal times. Despite the odds, there’s always a way to overcome their differences and reunite. It’s a story that resolves at the end with an important point to be made – family is forever. Regardless of what comes between us. 
 The spot is released as a 90-second, 60-second spot and 3-minute version.

VIEW THE 3 MINUTE FILM