Watsons escalates 2021 Raya celebrations with new campaign via Naga DDB Tribal Malaysia
Since the Covid-19 pandemic emerged, we’ve been finding our own unique ways to adapt to the situation. With the Raya celebrations round the corner, Naga DDB Tribal and Watsons Malaysia believe that everyone will find a way to make their celebration an iconic and unique one.
This Raya, Watsons Malaysia, a brand known for star-studded festive music videos, is dialling up the celebrations to launch this year’s Raya campaign with the theme ‘Raya Unik Raya Ikonik’. The film shines a light on individual’s uniqueness and encourages everyone to celebrate their differences.
“The development of the campaign idea revolved around using our data tools to understand what consumers are expressing within the social space and the key theme of family togetherness regardless of generational differences became the strategic inspiration behind this meaningful and entertaining campaign,” said Kevin Teh, Head of Brand Management at Naga DDB Tribal.
With music playing a driving force, Naga DDB Tribal and Real Time refreshed the 2019 Watsons Raya theme song with a unique twist: a remix. The track is an alchemy of traditional Malay instruments with popular music genres in Malaysia – Rock, K-Pop and Hip Hop.
The film, which was shot by Graph, features a line-up of household Malaysian names that play a family of unique and iconic characters such. Watsons’ Brand Ambassador, Ayda Jebat, stars in the film alongside rock legend Amy Search, together with Dolla and Loca B, who are rising stars in Malaysia’s K-Pop and Hip Hop scene, respectively. There’s also a special appearance by one of the top celebrity chefs in Malaysia, Chef Wan.
In a matter of a week since the The “Raya Unik Raya Ikonik” campaign went live, the video has garnered more than 5 million views on Watsons’ YouTube and Facebook channels collectively at the time of writing.
Aside from the film, Watsons Malaysia also produced two TV commercials and six product videos to highlight the exciting “Jualan Ikonik” that is available in-store and online.
