Over the year, Raya advertisements bloomed and set standards higher than before. Since Raya is a key purchase occasion for Watsons, we wanted to be part of this conversation. But we needed to create something that would stand out at a time cluttered with advertising and give us organic reach.
We embrace the over-the-top passion for raya. If you have the heart and the right attitude for it, of course Raya will be fun and 'happening!' We brought this concept to life by going the extra mile and being over-the-top, taking our film to the next level by injecting surrealism, fantasy and exaggeration into the story. We also went a step further and wrote an original Raya song that became the tune of the town.