Watsons Malaysia celebrates Raya with ‘The Raya Glam Stage’ campaign via MBCS

MBCS, the creative powerhouse under Omnicom Media Malaysia, has partnered with Watsons Malaysia to launch ‘Watsons Pentas Raya Glam’ (translated: ‘The Raya Glam Stage by Watsons’), a festive campaign in celebration of Raya.

The campaign celebrates the joys of festive preparations while flipping the script on norms, and is inspired by seasonal observations, where families spend weeks meticulously curating their best family-themed looks. Through the film’s humourous twist, it explores how each family member interprets their own version of “glam”, positioning Watsons as the stage for Malaysians to shine for Raya.

Eddy Nazarullah, Creative Director of MBCS, said, “In Malaysia, the cultural truth is that Raya isn’t just a celebration, but a presentation, as families spend weeks preparing to look their radiant best for the festivity. In this film, we wanted to playfully challenge the Raya tradition of “sedondon”, colour-coordinating outfits. In the end, highlighting what’s truly meaningful is our presence for one another.”

The film features Malaysian television host, radio announcer, actress, and singer Che Puan Sarimah Ibrahim in the lead role as Kak Long, alongside fellow Malaysian entertainment personalities Fahrin Ahmad, Akhmal Nazri, Lyssa Jean, Wani Kayrie, Sharifah Rose, and Watsons ambassador Ayda Jebat.

Caryn Loh, Managing Director of Watsons Malaysia and Chief Operating Officer of Health & Beauty Asia, A.S. Watson Group, said: “As Malaysia’s No.1 Health and Beauty retailer, Watsons Malaysia is proud to be a trusted one‑stop destination for beauty, grooming and self‑care, supporting Malaysians as they prepare to look good, feel good and celebrate Raya in their own way. Through Pentas Raya Glam, we bring the spirit of Aidilfitri to life by celebrating the joy of festive preparations and the beauty of individuality within every family. We are honored to collaborate with the MBCS team to bring this story to the screen, and we hope the campaign inspires Malaysians to embrace their own unique expression of ‘festive glam’. From all of us at Watsons, we wish everyone a joyful and meaningful Hari Raya.”

Pentas Raya Glam is brought to life through a full sensory experience across in-store touchpoints, social content, and festive brand experiences. In addition, Watsons has launched the #WatsonsPentasGlamRaya dance challenge on Instagram and TikTok, inviting Malaysians to create and share videos using the campaign song for a chance to win prizes.

The catchy song has quickly become a fan favourite among Malaysians, adding to the festive spirit.

The film continues to gain strong traction with over 45 million views and counting, and ends with the message, “Though we have different versions of glam, the ties of family glow us up for Aidilfitri”.