'Dongeng Pak Delulu' - Etiqa Raya 2026
9. Entertainment Kancils [9.1 Fiction & Non-fiction Film]
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Links:
Product/Service:
Festive Web Film Raya
Client:
Etiqa
Brief:
As one of Malaysia’s leading insurance and takaful providers, Etiqa’s role goes beyond protecting people when things go wrong. It is to stand with Malaysian communities in everyday life. For Hari Raya 2026, Etiqa set out to deepen public trust by showing, not telling, what it means to genuinely care. The brief: create a festive film rooted in an authentically Malaysian story, one that audiences recognise as their own. It had to go beyond festive nostalgia and carry a message with real social weight, so that Malaysians would want to watch, feel and share it. Above all, it had to position Etiqa as a brand with a human conscience: one that sees every Malaysian for who they truly are and celebrates the community it serves.
Solution:
Malaysians call persons with disabilities OKU, Orang Kurang Upaya: people with less ability. We asked what if the label is the problem. Our answer: they are not Kurang Upaya but Kelainan Upaya, differently abled. Their stories deserve celebration, not pity. We told this through a localised superhero comic. Pak Delulu, a kampung barber dismissed for his tall tales, describes heroes who move without taking a step, sense what they cannot see and command without saying a word. His stories play out as comic-book fantasy. On the first day of Raya, the truth is revealed: his heroes are real. They are his friends, a wheelchair user, a blind man and deaf friends who speak in sign. In a season of seeking forgiveness, the doubters ask for his. Pak Delulu’s own power is storytelling, keeping their stories alive. The film leaves Malaysians with one idea: every person carries a power of their own. And Etiqa stands with them.
