Ogilvy Malaysia’s Raya campaign for Enchanteur and Scentify makes pet odors a thing of the past

Ogilvy Malaysia has launched the Enchanteur x Scentify Raya 2025 campaign, titled ‘Raya Ini, Kucing Bukan Bintang Utama’ (Your Cat Is Not the Star This Raya), aiming to drive cross-category sales by positioning both brands as essential for creating a complete and memorable Raya celebration, focusing on the importance of personal and home fragrances in enhancing the festive atmosphere.

The campaign officially launched on March 1st, 2025, and will run throughout the Raya season, targeting women across Malaysia. The “Enchanteur x Scentify Raya 2025 Campaign” leverages the festive spirit of Raya to highlight how scent enhances the atmosphere, particularly in cat-loving households—ensuring a lasting, positive impression during gatherings. It is supported by a Raya- themed film and point-of-sale materials (POSMs), and will culminate in a Raya Open House at a cat café.

‘Raya Ini, Kucing Bukan Bintang Utama’ is a playful yet insightful campaign that addresses a sensitive reality for many Malaysian cat owners: the often-unspoken embarrassment of their homes smelling more like their feline companions than themselves. This can lead to a reluctance to invite guests, as the pervasive scent of pets is not always considered socially acceptable. This year, Enchanteur and Scentify are empowering Malaysians to reclaim their space and their scent—ensuring that the fragrance of their home leaves a lasting, positive impression and creates a welcoming, confident atmosphere for Raya celebrations, free from the worry of unwelcome pet odours.

The Raya film is told through the eyes of Pierre, an elegant and self-important cat who, year after year, enjoys being the unchallenged center of attention during Raya. But this time, something changes. As new, long-lasting fragrances begin to fill the home, Pierre embarks on a sensory journey, observing how these scents elevate the festive mood and create an inviting space for everyone. Initially sulking at the shift in attention, he eventually realizes there’s room for more than just him in the house this Raya—there’s room for everyone. And that’s what the Raya spirit is all about.

This campaign flips the script on the common trope of cats being used randomly in Raya commercials for humor or cuteness. Instead, Pierre’s role is built on purposeful insight that resonates with pet owners—the struggle to keep their homes fresh when their cat has claimed every corner. This isn’t just a funny story; it’s a real problem woven into a meaningful brand message.

Unlike festive films where the product is often secondary to the narrative, here, fragrance is central to the story. Pierre’s realization that the home is changing—becoming more inviting, elegant, and refreshed—is a direct reflection of what Enchanteur and Scentify do for real homes. The product isn’t an afterthought; it’s the catalyst for change.

“Most festive films tell beautiful stories that could belong to any brand. We made sure this one could only belong to us. The scent isn’t just part of the setting—it’s the driving force of the story, proving that a great product and a great narrative can be one and the same,” said Jaz Lee, Executive Creative Director, Ogilvy Malaysia.

This campaign demonstrates Ogilvy’s strength in making brands matter by ensuring that the stories told are deeply connected to the products and services their clients provide, grounded in real consumer insights. To truly understand the challenges faced by their target audience, Enchanteur and Scentify—supported by Ogilvy—conducted in-depth interviews with 20 B40 families. This research revealed the often-unspoken embarrassment cat owners feel about their homes smelling like their pets—a concern yet to be addressed by other players in the market.

Ogilvy Malaysia set out to do more than just tell a compelling story—they aimed to create a true brand experience. Every element, from the choice of a cat as the central character to the way the story unfolds, was built with intention. Pierre wasn’t just there for laughs; he embodied a real struggle for pet owners, making the problem—and the solution—undeniably relevant.

“As Malaysians, we adore our cats—but during Raya, pet odours can dampen the festive vibe. This campaign tackles that unspoken worry, helping everyone feel confident when guests arrive. With just one spray, you can impress—making fragrance a must-have for Raya. This year, let your scent shine, not your cat,” said Saki Goh, Senior General Manager of Marketing, Enchanteur Malaysia.

Credits
Enchanteur and Scentify Malaysia
Saki Goh, Senior GM Marketing
Devarshi Dalmia, Marketing Manager
Ma’wa Rahidin, Product Manager
Jared Ng, Senior Product Executive
Siti Nurzulaika, Senior Product Executive
Ogilvy Malaysia
Jaz Lee, Executive Creative Director
Lim Chia Wei, Senior Art Director
June Goh, Graphic Designer
Zaid Zolkifli, Senior Copywriter
Izzat Haziq, BM copywriter
Marianne Shantini, Business Director
Melissa Baharin, Senior Account Manager
Zahirah Mahmood, Account Executive
AV
Loo Seng Tuck & Mandy Lee: AV producers
Project Management
Julie Saw: Creative Operations Director