Astro teams with Naga DDB Tribal on Raya platform celebrating the power of togetherness

Astro has partnered with Naga DDB Tribal on its Ramadan-Raya 2026 campaign, ‘Bila Bersama, Lagi Jadi’, designed to celebrate the power of togetherness during a festive season that this year coincides with Chinese New Year, creating an unusually crowded cultural and advertising calendar.

At a time when festive celebrations risk becoming performative amid social media trends, curated outfits and commercial noise, the campaign reframes Raya as a shared experience rather than a pursuit of perfection. The platform encourages Malaysians to rediscover the communal spirit that defines the celebration.

“Raya is a season that celebrates connection and joy, and this year brings a renewed sense of meaning,” said Benjamin Woo, Head of Group Marketing, Astro. “Through our festive content, music, and community initiatives, we hope to remind Malaysians of the meaningful moments that make Raya truly special. At the heart of this is our film, which captures the shared rituals and heartfelt interactions that define the celebration. With ‘Bila Bersama, Lagi Jadi,’ we hope it inspires people to reconnect and embrace the spirit of togetherness.”

Central to the campaign is the pelita panjut, the traditional oil lamp synonymous with Raya. Used as a metaphor for unity, the lamp inspired a broader platform spanning film, visual identity, installation and retail activations. The centrepiece is a sculptural installation crafted from batik and songket textiles, developed in collaboration with Malaysian motifs artist Farah Mohan of Batik Novak.

“Batik is a storytelling medium,” said Farah Mohan. “Through the pelita motif, we illustrated how individual elements, like individual people, become more meaningful when brought together. The structure represents unity not just visually, but emotionally.”

The campaign is anchored by a 15-minute Raya short film directed by Hyrul Anuar from Director’s Think Tank. The story follows two individuals competing to outdo each other with elaborate pelita panjut displays, unintentionally dividing their community before rediscovering that the spirit of Raya shines brightest when shared.

“We wanted the story to feel relatable – reflecting the ‘tak nak kalah’ (determined not to lose) attitude many of us recognise – before gently guiding it back to unity,” said Hyrul Anuar. “When the pelita panjuts finally come together, the light becomes overwhelming in the best way. It’s a simple visual metaphor, but emotionally powerful.”

Blending drama, comedy and cultural observation, the film sits at the heart of a wider festive ecosystem spanning Astro’s programming slate and streaming platforms, including Astro One and Sooka, allowing audiences to experience the celebration across multiple screens and households.

“When brands move beyond messaging and create experiences that people can step into, they become part of the celebration itself,” said Alvin Teoh, Chief Creative Officer, Naga DDB Tribal. “This Raya, we set out to design something Malaysians could gather around – a shared reminder that when we come together, everything shines brighter.”

Spanning Ramadan through to Hari Raya, the campaign rolls out across film, installations, key visuals and retail activations, inviting Malaysians to participate in the spirit of “Bila Bersama, Lagi Jadi”.