Senyuman Paling Bernilai

1. Film & Branded Content Kancils [1.2b Film (Online): Campaign]

Links:

Product/Service:

Retail Stores & Online Marketplace

Client:

Lotus's Malaysia

Brief:

Lotus’s, still seen as the “new kid” after only three years in Malaysia, needed to earn emotional connection and trust during the most important festive season - Ramadan Raya. In a landscape dominated by long-established local favourites, Lotus’s had to prove it truly belonged by feeling instinctively, recognisably, and emotionally Melayu without saying it outright. How might we make Lotus’s feel naturally part of the Malay festive tradition, so it becomes the trusted choice for Raya?

Solution:

We designed a campaign that felt paling Melayu! Lotus's Senyuman Paling Bernilai was launched with a Raya and Ramadan film inspired by classic retro Malay cinema, the kind that evokes family memory, not just product-focused messaging. Tone paling Melayu, setting paling Melayu, and casting paling Melayu were chosen to make Lotus’s feel like it had been part of Malaysian life for decades. We rolled out retail-focused cutdowns that still carried the same vibes that echoed Malay nuances and prep rituals during the festive. From in-store display to on-ground activation, everything leaned recognisably Melayu like masak-masak demos, traditional games and customer experiences. Even our in-app contest, Tap! Tap! Ketupat! was infused with “jiwa Melayu” prizes including duit raya and a PROTON car. We trendjacked memes, sounds and creator collabs so it look like it belonged in the feed, not in an ad schedule.

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