Fishermen Integrated’s Raya campaign for Grab Malaysia delivers more than just orders

This Raya, Grab Malaysia is delivering something deeper than just meals or parcels — they’re delivering heart. In collaboration with creative agency Fishermen Integrated, Grab Malaysia’s festive campaign titled “Kebaikan Dalam Setiap Pesanan” (The Good in Every Order) puts the spotlight on the everyday unsung heroes behind the app — the Driver and Rider partners.

 

In a bold move, Grab invited five of their partners to step into the director’s seat — shaping and narrating their own stories through short films that reveal how every “pesanan” they deliver has helped them push forward in life. From juggling multiple jobs to chasing dreams, each narrative is raw, real, and rooted in personal experience.

Ko Li Ping, Marketing Head at Grab Malaysia, said: “Kindness has a way of creating a ripple effect, and with ‘Kebaikan Dalam Setiap Pesanan’, we want to shine a light on the kindness within our communities. Through this campaign, we celebrate our driver and delivery-partners by giving them a platform to share what they are most thankful for, showing that even the smallest orders are acts of kindness that can make a lasting impact. Beyond just their service, their stories reflect the true spirit of Ramadan and Raya – bringing people together, fostering connections, and strengthening the bonds that unite us as Malaysians.”

Joyce Gan, Partner and Group Brand Director at Fishermen Integrated, adds: “There’s something truly powerful about giving people the space to share their own stories. Rather than simply telling a fictional Raya story, we chose to co-create it with our partners. That shift brought an honesty and warmth to the campaign—one that truly reflects the people behind it. We’re grateful to have clients who wholeheartedly embrace this approach, valuing authenticity and human connection in storytelling.”

Andrew Perera, Creative Director at Fishermen Integrated, said: “As an agency, we believe that anyone has the ability to be creative, and this campaign is a good example of that. Five unique people, telling five unique stories – far more authentically than any professional scriptwriter – expertly brought to life with the help of our partners at Graph Studio.”

Festive campaigns are often high on emotion but can lack brand relevance. Grab Malaysia’s “Kebaikan Dalam Setiap Pesanan” stands out by doing both — it creates emotional connection while reinforcing the brand’s unique value proposition: real people powering real deliveries.

It also smartly addresses a deeper brand perception issue — that delivery riders are often overlooked, seen as functional or transactional. This campaign reframes that perception, bringing empathy, humanity and pride to the Grab ecosystem.

The campaign kicked off with a trailer teasing the emotions, struggles and aspirations of the five selected partners — then followed by full short films that each delve into their world.

A mother navigating being the breadwinner of her family, Kak Kinah shares how her role as a Grab Delivery-Partner gives her the flexibility to support her family and earn a living with dignity.

Balancing being a Grab Delivery-Partner and owning her own Roti John stall, Kak Ayu takes pride in what she does to fund her dream and support her family. Her story is one of rediscovery, resilience, and reclaiming self-worth through independence.

Shukri is the reason some people regard Grab Delivery-Partners, heroes of the road – A story that encapsulates resilience and dedication in honour of his late brother.

With a family to care for and bills piling up, Hapiz shares how being disabled does not stop him from living an honest life.

An IT consultant by day, a Grab Driver-Partner by night, Aiman’s tale focuses on the connections he gets to make being away from his family — showing that sometimes, the journey matters more than the destination.

Kebaikan Dalam Setiap Pesanan is more than a Raya campaign — it’s a reminder that brand storytelling can be real, relevant, and rooted in respect. By handing the spotlight over to those who live the Grab brand every day, the campaign not only deepens emotional connection with audiences, but also repositions its partners as the heart of the ecosystem.

Through this collaboration, Grab and Fishermen Integrated have crafted a campaign that’s not just feel-good — it’s meaningful, strategic, and truly Raya at heart.