Time Internet turns Raya feedback into action with festive spot via Fishermen Integrated
This Raya, Time Internet teamed up with Fishermen Integrated Malaysia to prove that the best kind of celebration isn’t just one with food, family, and festivities, it’s one that’s open to feedback, even the brutally honest kind.
In its festive film titled Rumah Terbuka Kabel Besar, Time flips the traditional open house on its head by turning it into a platform for customers to air their honest thoughts. Fronted by the iconic Dato’ KB – the face of Syarikat Kabel Besar, the spot doesn’t shy away from the usual telco criticisms: slow installations, weak routers, poor coverage in landed homes. Instead, it tackles them head-on with a simple philosophy, being the best isn’t enough; we must be better.
“This isn’t just a Raya ad. It’s a real-time response to what Malaysians are telling us,” said Adeline Chong, Head of B2C Segment, Activations & Partnerships at Time. “We’ve always listened, but this year, we’re showing how we’re acting on it, from faster installations to stronger WiFi with WiFi 7. The big open house is symbolic, but our open heart is real. To everyone who’s ever left a comment, good or bad, Ti-me Kasih.”
Rather than brushing off complaints or hiding behind brand polish, the campaign makes those very critiques the centerpiece of its story. Guests at the Kabel Besar open house speak freely, airing their frustrations, and each comment is met with accountability and real promises of change.
Andrew Perera, Creative Director at Fishermen Integrated, said: “We knew we had to break the Raya ad mould. The telco industry catches a lot of heat, some fair, some not, but Time had the guts to turn all that into the heart of the campaign. It’s not easy to laugh at yourself during a festive season, but it’s even harder to own up and improve. Big thanks to Graph Studio and Two AM Music for believing in the idea and bringing it to life beautifully.”
The film mixes satire with sincerity, showcasing a bold commitment to raising industry standards while keeping it all authentically Malaysian. Behind the laughs and festive cheer, the brand’s message is crystal clear: Feedback fuels progress.
“In an industry where brands often hesitate to address customer comments openly for fear of inviting further criticism, Time stands out with a refreshingly bold approach,” said Dylan Cheong, Associate Account Director at Fishermen. “It’s genuinely inspiring—and humbling—to partner with a client willing to embrace feedback transparently, not just hearing consumers, but truly responding to them. This sets a meaningful new benchmark for how telcos can authentically connect with customers.”
As telcos brace for yet another round of festive scrutiny, Time’s bold move may have just set a new benchmark: one where feedback isn’t feared, but embraced.
