Perodua Raya 2024 - Keberkatan Lebaran

9. Entertainment Kancils [9.15 Influencer & Co-creation]

Links:

https://www.youtube.com/watch?v=bMdQ1sTQbCI

Product/Service:

Automotive

Client:

Perodua

Brief:

Since 2020, Perodua has had a history of crafting music video-like commercials for their brand - engaging with artists such as Alif Satar, Marsha Milan, and even Haqiem Rusli just to name a few to represent their brand and image. 2024 was no different as Perodua and Spin Communications had engaged with us again to propose a list of new talents for their 2024 Raya campaign to sing and star in it, similar to before. Seeing that this is for a Raya campaign, they wanted us to propose someone who can help bring out the 'Raya' festive feel for them

Solution:

After looking through a list of many celebrities and artists, and seeing that Perodua was already looking at bringing back the original 'Jumpa Lagi' song they had done back in 2020 - we only saw it fitting that we simply used Alif Satar again as the main artist for their campaign. The idea was simple - Alif has done a lot for the Malay and Islamic community recently, from his recent initiative of the 'Subuh macam Jumaat' movement bringing together Muslims to pray the early morning Fajr/Subuh prayers at the mosque to fill it up as if it were Friday prayers, to his active movement and lifestyle postings on Instagram always encouraging his 1 million followers to keep an active and healthy lifestyle, it only made sense that we re-used Alif Satar for the 2024 Raya campaign as well. Now performing with his band called 'The Locos' and opening up for the Anugerah Juara Lagu (AJL) 38 this year, his image was really at its peak in both the Malay and Islamic communities in Malaysia.

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