Embrace your best self this Raya with Guardian’s ‘Serlahkan peRAYAanmu’ campaign via FCB SHOUT
With Hari Raya/Eid al-Fitri being a time of renewal, reflection, and celebration, guardian Malaysia and creative agency FCB SHOUT invite Malaysians to embrace their own journey of self-care and transformation, not just for the occasion but for their overall well-being via their latest campaign, Serlahkan peRAYAanmu dengan guardian (Own Your Raya Celebrations with guardian).
At the heart of the campaign is an inspiring brand film featuring singer and actress, Alyssa Dezek, which captures the efforts that Malaysians go through leading up to the festive season – from enhancing their beauty routines to prioritising well-being. It’s about confidence, self-care, and the dedication to becoming one’s best self for this Raya celebration.
Anna Ng, Marketing Director of guardian Malaysia, said: “Hari Raya is more than just a celebration—it’s a time for renewal, reflection, and self-care. At guardian, we understand that looking and feeling one’s best is an important part of the festive preparations. That’s why ‘Serlahkan peRAYAanmu dengan guardian’ is a natural extension of our ‘Own Your Beautiful’ brand campaign—encouraging Malaysians to embrace self-care not just for the occasion, but as a continuous journey towards confidence and well-being. With guardian Malaysia’s extensive range of beauty, skincare, and wellness products, everyone can prepare for Raya in their own ways that go beyond the surface—whether it’s achieving glowing skin, a refreshed look, or simply feeling their healthiest.”
Syahriza Badron, FCB SHOUT’s Managing Director, said: “For me, Hari Raya is about reconnecting—with family, friends, and myself. The journey to looking and feeling our best isn’t about appearances; it’s about self-care, confidence, and embracing who we are. That’s what makes celebrating Raya so special, and I love how this campaign highlights that personal journey.”
The campaign officially launched on March 6, 2025, at Pokok KL Lalaport in an event that featured brand partners and renowned fashion design duo – Fiziwoo. The event explored the many ways Malaysians prepare for Raya, from beauty and fashion to health and self-care. Alongside the brand film, the campaign includes limited-edition green packets, in-store and online promotions, mall activations, and digital content across multiple platforms.
The ‘Serlahkan PeRAYAanmu dengan guardian’ campaign is part of guardian’s new ‘Own Your Beautiful’ brand campaign, also created by FCB SHOUT which underscores that beauty and wellness go hand in hand with process and dedication. The brand campaign launched in Q4 2024.
Credits
Title: ‘Serlahkan PeRAYAanmu dengan guardian’
guardian Malaysia
Managing Director: Priscilla Wu
Marketing Director: Anna Ng
Senior Manager, Brand & Trade Marketing: Michelle Yeap
THE SHOUT GROUP/FCB SHOUT
Co-owners: Shaun Tay & Ong Shi Ping
Managing Director: Syahriza Badron
Executive Creative Director: Wang Ie Tjer
Creative Director: Boon Chuan Suah
Creative Group Head: Raphy Castellano
Senior Designer: Clovis
Copywriter: Lee Sin Nee
Vernacular Writers: Sal Abdul Malik
Senior Producer: Amin Taib
Brand Director: Kong Pooi Ling
Brand Manager: Richie Chan
Production House: Minerva Productions
Director: Soh Chia Lok
DOP: Cyang Tan
Producer: Hadi & Nicole
Post House: Cold Ramen Studios
Offline Artist: Kelvin Foo
Online Artist: Oliver
Colourist: Jing, Meccanica
Photography Studio: Sequence Shot
Producer: Emily Ho
Photographer: Kong Chi Siong
DI Artist: Lau BeeYee
Audio House: Platinum Studio
Engineer: Tripdisz & Wan Salleh
Producer: DJ Jocular
