Indahnya Ramadan dengan Kesyukuran

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

Links:

https://www.youtube.com/watch?si=c2boiGe4AEvbgUFM&v=1R6yKO04E0Q&feature=youtu.be

Product/Service:

F&B

Client:

Gerbang Alaf Restaurants Sdn Bhd

Brief:

Following the emotionally charged boycott, McDonald’s Malaysia lost nearly 80% of its core Malay customers. Despite ongoing efforts to rebuild trust, many still kept their distance. With Ramadan approaching, a season rooted in reflection and compassion, the goal was not just to be seen again, but to be welcomed back with sincerity and humility.

Solution:

To earn back trust, Mekdi needed to reconnect with Malaysians through a key value Muslims hold deeply during this occasion - bersyukur (gratitude). The “Indahnya Ramadan dengan Kesyukuran” film was built on this truth, celebrating the simple, beautiful moments that make Ramadan special. Instead of cinematic grandeur or celebrity faces, the story followed everyday Malaysians: from the familiar sahur “drama” we’ve all been through, to the funny search for missing slippers at the mosque, and the multiple alarms just to wake up for sahur again. No matter how the day went, it’s always beautiful when we get to break fast with family, friends, or even alone. The film reminded us to be bersyukur for experiencing Ramadan once more, turning Mekdi into a brand that felt sincere, human, and close to the people.

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