Saji Terima Kasih Malaysia: Rentak & Sajian
9. Entertainment Kancils [9.12 Brand Integration into Music Content]
×
![]()
×
![]()
×
![]()
Links:
Product/Service:
Saji
Client:
Delima Oil Products Sdn. Bhd.
Brief:
SAJI wanted to deliver its annual Terima Kasih Malaysia message in a way Malaysians could truly feel. The challenge was to express these values through music without making it feel like an advertisement. The song needed to sound genuinely Malaysian while reflecting SAJI’s role in everyday life, bringing people together through food and shared experiences.
The goal was to integrate SAJI’s essence naturally into a song that people would enjoy and remember, even beyond the campaign.
Solution:
We integrated the brand subtly, allowing SAJI to live naturally within the story rather than stand apart from it. The lyric “SAJI kan sehati sejiwa” became the heart of the song, tying the brand name directly to its meaning and spirit of unity. SAJI represents Sehati Sejiwa, and this idea inspired both the music and the storytelling. It reflects SAJI’s belief that unity begins at the table, where differences blend into something shared.
