TCRS Take A Break From Your Silat Preparations
2. Audio Kancils [2.1a Best use of radio: Single]

Links:
Product/Service:
AYAM KILAU
Client:
The Chicken Rice Shop
Brief:
During Ramadan and Raya, The Chicken Rice Shop launched a new limited-time dish. They aim to increase footfall and get more customers to dine-in at their outlets. We needed to come out with a campaign that focuses on the festive season while creating buzz and talkability that resonates with the audiences.
Solution:
Preparations for Hari Raya can be a hassle as one has to prepare for berbuka (break fast), shop for new clothes and furniture, and clean the house. There is even a saying 'bersilat kat dapur' which means one is using silat martial arts movements to prepare tirelessly in the kitchen and around the house. So, to celebrate Hari Raya, we named the dish Ayam Kilau and Sambal Hijau Kilau (Kilau Chicken and Kilau Green Sambal). The name was inspired by the local silat martial art film, Mat Kilau. One of the top-grossing movies at the time. We want to help ease our audiences' hassle by giving them a tastier way to take a break after a long day of preparations. We launched a radio jingle inspired by native Malaysians' musical form, Gendang Silat. It is based on traditional chants accompanied by silat martial art performances consisting of Malay traditional instruments like gendang (drums), rebana uni (tambourine) and kompang.


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