PETRONAS RAYA 2025 - ANAK SIAPA NI?

1. Film & Branded Content Kancils [1.12 Best use of Cultural Insights in Film & Branded Content]

case board

case film

creative assets

Links:

https://youtu.be/G7f4-MUTYgc

Product/Service:

PETRONAS

Client:

PETROLIAM NASIONAL SDN BHD

Brief:

Raya has become one of the most competitive seasons in the advertising calendar, with brands racing each year to produce the most memorable and emotionally resonant festive film. But as the number of Raya ads grows, so does the challenge — how can a brand stand out without losing its authenticity? The real question isn’t just who tells the best story, but who tells the most meaningful and most relevant story during this period of time. For PETRONAS, the task was clear: go beyond surface-level sentimentality and uncover a genuine cultural insight that connects — not competes — with audiences, cutting through the festive clutter with truth, heart, and relevance.

Solution:

In Malay culture, guests are seen as bearers of rezeki (blessings). Therefore, during Raya, homes are kept open to welcome family, friends and even strangers. Yet today, the younger generation choose to stay away, rather than continuing the tradition. The decline in Raya visiting is not due to indifference but a disconnect from its deeper purpose. Urbanisation, dispersed families, and the convenience of digital connections have shifted priorities, causing younger generations to forget the meaning behind the tradition. Without this understanding, visiting is deemed as routine obligation hence why the tradition is quietly fading. PETRONAS saw an opportunity to remind viewers of the importance of keeping this tradition alive through a charming and lighthearted story. In it, Rafi is warmly welcomed by strangers with the classic icebreaker, 'Anak Siapa Ni?' (‘Whose son are you?’). Even when it’s revealed that he has been in the wrong house all along, the moment remains precious.

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