SAJI - Minyak Maaf

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

Links:

https://www.youtube.com/watch?v=7icLOJceDt4&t=6s

Product/Service:

Saji Cooking Oil

Client:

Delima Oil Products

Brief:

During the competitive Raya season, where many brands vie for attention, SAJI needed a campaign that connected emotionally with consumers. The goal was to elevate SAJI cooking oil from just a household item to a symbol embedded in the emotional fabric of Raya, driving brand loyalty and engagement.

Solution:

Raya is a time for renewal, forgiveness, and mending relationships. In Malay culture, 'naik minyak' (literal translation: to go up on oil) - a common phrase meaning to get angry, presented a playful opportunity to reinterpret it during Raya, a season of reconciliation. By tapping into this cultural expression, we transformed SAJI cooking oil from a simple product into a metaphor for peace and unity. The 'Minyak Maaf' film reimagines SAJI cooking oil as the 'Oil of Forgiveness,' cleverly tying it to the Raya spirit of reconciliation. By humorously reinterpreting 'naik minyak,' the copy transforms a common phrase into a metaphor for diffusing tensions and fostering forgiveness. The culturally relevant script balances humor with emotional depth, using authentic Malay dialogue to reflect the true essence of Raya. This approach elevates SAJI from a cooking staple to a symbol of reconciliation, turning the act of cooking into an opportunity for peace and renewal.

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