Hijab haircare expert Safi Shayla empowers women in Malaysia in new campaign via Ensemble Worldwide Malaysia
Ensemble Worldwide Malaysia has released it’s latest campaign with Safi Shayla, Hijab Haircare Expert under Wipro Unza Malaysia which helps spread a message of empowerment to young women in Malaysia.
The #SISREDAHJE campaign, for the launch of new Safi Shayla hair mist variants uplifts women wearing the hijab, motivating them to reach their fullest potential and achieve success. The inspirational 360 campaign seeks to break stereotypes and perceptions and highlights young women leading their lives with confidence. The campaign is led both on and off camera by a host of empowered young women in hijab.
Adora Kamalia Mohd Roslan, Copywriter, Ensemble Worldwide, said: “#SISREDAHJE was more than just a campaign idea. It’s a mantra, a battle cry for all hijabis out there. As a hijabi myself, I’ve experienced the expectations of being a quiet, obedient girl first-hand. I felt like I couldn’t be myself without people judging and talking about it. Apparently, a lot of other hijabis feel the same way. So, when the brief from Safi Shayla came in, we saw it as the perfect way to answer to these stereotypes and expectations.
“Of course, we had our doubts, but up to the moment before we walked into the pitch room to perform our anthem, we literally went ‘You know what, sis, redah je.’. Everybody in the room turned into cheerleaders when the music started, and it’s an awesome feeling to have a huge brand such as Safi Shayla, that caters to hijabis, on board in championing us to be who we really are.”
The campaign ropes in all-girl acapella group Bahiyya Haneesa as brand ambassadors. The campaign launched with a video featuring the group’s latest song ‘Percaya’ (meaning ‘Believe’), rewritten as a branded version for TVCs and digital. The video sees the Bahiyya Haneesa group of 8 women, Universiti Malaya students Afi, Bella, Bonn, Fatin, Nina, Syasya, Suha & Wafa live their dreams and embrace life as they explore the world around them through diverse interests across sports, dance, music and creativity.
Fatin Nabilah Harun, Jr. Art Director, Ensemble Worldwide, said: “This is a campaign made by hijabis for hijabis. Besides its uplifting message, we wanted to break the stereotypes held about hijabis and change the perceptions that people have on us. Having Safi Shayla, a brand that I personally grew up with, on our side and sharing the same values, is a huge win for us as hijabis. We were never the ‘perempuan melayu terakhir’ (loosely translated as traditional Malay woman) that society wants us to be. We’re bold, energetic, ambitious and adventurous, and we wanted this message to shine through.”
Saki Goh, General Manager Marketing, Wipro Unza, said: “We’re excited about this campaign on so many levels – primarily the delivery of an extremely empowering message in the spirit of feminism for young women. The Safi Shayla woman seeks to engage authentically to reflect their personality, so it is essential as a brand that we connect with our younger audience in a culturally relevant way. The Ensemble team comprehended the depth of this need, and we were hooked onto #SISREDAHJE from the moment we heard about it. To all young women out there, our message is be yourself, and go for it. Safi Shayla believes in you.”
The campaign runs till the end of October across TV, digital and on-ground activation. As part of this, a creative video challenge will be held from 1st September to 31st October to give Safi Shayla users a chance to win prizes worth up to RM20,000. Participants will be required to share a creative video featuring their Safi Shayla products and campaign song and upload it to TikTok with the #SISREDAHJE and @SAFIMALAYSIA tags.