Reprise Digital Malaysia’s new film for Redoxon shows off the Ramadan hustle
Reprise Digital Malaysia, the full-service integrated communications agency within the IPG Mediabrands network, has released a digitally-led campaign with Bayer Malaysia’s Redoxon to set the scene for a healthy Ramadan.
The thematic film titled ‘Kuatkan imuniti, rezeki Ramadan dinikmati’ (translated: A strengthened immunity allows the blessings of Ramadan to be enjoyed) highlights the importance of keeping the body’s immune system strong during the fasting month. The campaign aims to create a healthier and more meaningful Ramadan and features Redoxon’s newly appointed Brand Ambassador, Lisa Surihani, a well-known celebrity.
Amir Faiz, Group Creative Director, Reprise, said: “The film was inspired by Malaysian Muslims who work their hardest to achieve the ideal Raya celebrations with family. This can be seen in the intense moonlighting during Ramadan to earn a side income. As expectations run high to have the best decorations, outfits, and homes, it is a time of long hours and intense pressure to fulfill familial obligations. We chose to spread this message of health and boosting immunity in a light-hearted way through Seloka, embracing both the fun and pressures of the month.”
Seloka is a Malay musical genre, commonly used in a witty way for the storytelling of folklore and traditions.
Junie H’ng, ASEAN Brand Lead of Redoxon, said: “Ramadan is all about observing faith and practising moderation in eating and personal habits. We want Muslims to know that Redoxon is here to help them stay healthy as they keep hustling to seek their ‘rezeki’ (good fortune). The Reprise team have successfully portrayed those messages by encouraging thought towards self-care this Ramadan. By taking Redoxon Triple Action daily which contains Vitamin C, Zinc, and now added with Vitamin D, one can maintain immunity and overall well-being to be empowered to find your blessings.”
Faiz adds: “After a long hiatus of celebrations with the pandemic, there is an urge to make this year’s celebrations a huge affair. The campaign aims to show immunity as the currency to keep you going and extends its legs through social engagements with Redoxon brand ambassador.”
Alongside the film, the audience can engage with ‘Redoxon Petua Busters’ (Redoxon myth busters), highlighting common tips and solutions to strengthen immunity, without having to resort to typical traditional beliefs. To give back to the community and show appreciation to those hustling, the “Hustle Demi Idealfitri” activation allows Air Asia app users to exchange rewards points to sponsor a Redoxon Ramadan Care Pack for Air Asia’s riders.
The film was directed by Esham Shahlin and produced by Artisia Productions. It released on 5 April on digital channels.
Credits
Client: Bayer Co. (Malaysia) Sdn Bhd
Creative Agency: Reprise Digital Malaysia
Managing Director: Stanley Clement
Creative Director: Eddy Nazarullah, Amir Faiz
Art Director: Faridzul Nasir
Copywriter: Khairul Raimi
Designer: Maman Rosnan
Client Services Director: Jean Tang
Account Manager: Mandy Teoh
Agency Producer: Denis Gonsalvez, Gerard Jeganathan
Production House: Artisia Productions
Artisia Productions
Director: Esham Shahlin
DOP: Aidil Razali
Producer: Alyssa Lai
Art Dept: Tam Khalid
Editor: Esham Shahlin
Grader: Hakkim Aziz
Online Editor: Muhammad Azfar
2 Comments
What utter rubbish!
When you got no better idea, sing about it
@Karaoke
C’mon now. It’s uncalled for to slam people’s work as “utter rubbish.” At least it’s real work for real, paying clients. It may not be totally fresh on a conceptual level, but I think it works for Joe Public. And no, I am not employed by this agency, nor am I buddies with anyone there at present. I am however, from another agency, and I think it’s better if we are all a little more supportive of the work our colleagues in this industry do, as long as it’s honest work.