Hari Raya 2025: The APAC campaigns you need to see

As families across the region prepare to celebrate Hari Raya or Eid al-Fitr, brands have stepped up to capture the essence of the season with campaigns that go beyond the usual festive cheer. This year’s Raya campaigns reflect a mix of emotional storytelling, humour, and innovation, with many extending their efforts beyond advertising to deliver tangible benefits.

Here’s our roundup of the most memorable and meaningful Hari Raya campaigns of 2025.

Campaign: Silaturahim Sihat, Bahagia Bersama (Healthy friendship happy together)
Brand: Big Pharmacy Malaysia
Agency: Eyoki Creative

Intent on a large heist—or a large couch at the very least—a couple of thieves hit the same house night after night. However, all their attempts come to naught as the burglars invariably prioritise the wellbeing of unwell family members still skulking about an apparently abandoned house instead of theft. Apparently inspired by the bungling burglars from Home Alone and the whimsicality of Thai advertising according to Sin Wei, the film’s writer and director, the film walks the line between hilarious and heartwarming.

Campaign: Nando’s Pick Up Line
Brand: Nando’s
Agency: Mediabrands Content Studio

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

 

 

A post shared by Nando's Singapore �� (@nandossg)

The Nando’s Pick Up line riffs on the similarity between pickup lines and pickups of a rather more literal and culinary variety via a pre-order from a restaurant. The campaign taps into the culture of exchanging playful pickup lines to fill social media feeds and pass time before the iftar celebration every day. Shariar Ab Ghafar, creative director at MBCS said, “The team thought what if we took the double meaning of a ‘pick-up line’ and turned it into a campaign? At once a smooth-talking flirt and the convenience of ordering ahead. After all, some pick-up lines work, and some don’t. But one line works every time—Nando’s Pick-Up.”

Besides forming the basis for amusing videos on social media, Nando’s is running a contest for the hottest pickup lines across Malaysia and Singapore with a family platter for four on offer for the winner.

Campaign: Celebrating Raya traditions with a touch of Trust
Brand: Trust

Trust has taken a different route from the emotionally driven films that typically define Hari Raya advertising, opting instead for a design-led gesture rooted in heritage. The Singapore-based brand is distributing limited-edition duit raya packets inspired by traditional songket weaving. The packets feature a combination of green and gold—colours synonymous with Raya—paired with Trust’s own blue branding. Designed in collaboration with print vendor Ngai Heng, the gold foil detailing references the royal origins of songket, once worn exclusively by Malay nobility. The pattern, commonly seen on sampings and baju kurung, is intended to complement festive outfits and tap into cultural nostalgia. Trust has also introduced a digital duit raya feature within its app, offering users an alternative to physical packets. 

Campaign: Sulaman Kebersamaan (Togetherness embroidery)
Brand: RHB
Agency: FCB Shout

For its Ramadan-themed campaign, RHB and FCB Shout continue with their tradition of showcasing real-world heroes from Malaysia. This time around, it is Adib Khalid whose Baju Raya project recycles used Ramadan finery and passes it on to the underprivileged. The film chronicles his original inspiration to start the project, tapping into the insight that charity typically does not extend to clothes since donors beleived that old Raya apparel was not too important. Apart from the film, RHB Bank ran a donation drive of its own. According to a LinkedIn post from RHB CMO Abdul Sani Abdul Murad, the bank managed to collect close to 9,000 clothes which were then distributed across a network of orphanages and welfare homes.

Campaign: Satu Rasa (One heart one taste)
Brand: McDonalds Indonesia
Agency: Leo Indonesia

The Ramadan 2025 commercial for McDonald’s Indonesia does more than just push a limited-time offering—Ayam McD Lengkuas with Sambal Bajak. Through the course of the film, a couple of brothers indulge in the sort of snitching, bickering, and petty battles that should be familiar territory for most of us who have siblings. However, there’s more to the film than just a tale of squabbling children uniting over a meal. The commercial ties into the concept of Satu Rasa or ‘One Heart, One Taste’: the belief that the dining table is a sacred space for unity and where differences can be resolved. 

Campaign: Syukur
Brand: CelcomDigi
Agency: OneTeam

For its 2025 Hari Raya film, Malaysian telco CelcomDigi leverages the star power of Malaysian singers Layla Sania and Yuna. Sania plays a struggling musician who moves to the city and juggles a restaurant job and college lessons; but still cannot make enough bank for a trip back home for Hari Raya. Until her busking gig catches the attention of Malaysian pop sensation Yuna who gives our aspiring artist an instant boost via a shoutout on social media. CelcomDigi and One Team (M&C Saatchi Malaysia and Naga DDB Tribal) deftly manage to shoehorn the criticality of a cell network into the film, without making it all about the brand.  

Campaign: ‘Cairan Tubuh Bocor, Emang Bikin Horor’ (Losing body fluids? That’s a horror)
Brand: Pocari Sweat
Agency: Dentsu Indonesia

With horror and comedy being the most popular forms of entertainment in Indonesia, Dentsu and Pocari Sweat fuse these together for their Hari Raya commercial. The film is steeped in the tropes of horror comedy—with influencer Fadil Jaidi, his father Pak Muh and their pet cockatoo Ocong being menaced by a spectral figure. But it also draws attention to the very real danger of dehydration while fasting in Indonesia’s tropical climate, without losing its light-hearted, playful vibe.

Campaign: ‘Gandakan Kebaikan Bersama Tropicana Twister’ (Double your goodness with Tropicana Twister)
Brand: Tropicana
Agency: FCB Shout Malaysia

For Ramadan this year, Tropicana’s campaign focuses on highlighting small acts of kindness and generosity. Tropicana encourages consumers to share their acts of everyday kindness via an Messenger chatbot and these stories fuel its partnership with NGOs to provide care packages to underprivileged families. The film which features a consumer sharing a Tropicana with a delivery agent helping him break his fast, underscores the importance of small acts of compassion.  

Campaign: 'Zaloraya 2025'
Brand: Zalora
Agency: Brave New World

Highlighting its modest fashion collection, the latest iteration of ecommerce platform Zalora’s ongoing Zaloraya campaign features a family whose fashion aesthetic—be it the grandma, the dad, or even the cat—is both the envy of the neighbourhood and a closely guarded secret. One that eventually gets uncovered by their snoopy neighbours. The film is just one part of Zalora’s campaign which also includes offline activations, fashion showcases across Malaysia, Indonesia, and Singapore, and the option to make omnichannel purchases.

Campaign: 'Selamat Lari Raya' (Happy Raya Run)
Brand: Julie’s Biscuits
Agency: GOVT

Another wonderful film from Julie’s Biscuits that wears its near 10-minute length very lightly and keeps you guessing all the way through. The film starts with an unlikely crime spree by an elderly man desperately trying to get arrested, before shifting gears to his grandson in jail—racked by guilt at having embraced a life of crime and unwittingly caused the death of his grandmother. The film touches on deep themes like the importance of reflection and the ability to forgive oneself, while at the same time being a delight to watch, particularly due to the asides from the convict’s cellmates. Even the otherwise mystifying presence of Julie’s Biscuits within a prison cell is handled quite deftly.  

Campaign: 'Sajao Iftar Ki Baithak' (Celebrate iftar)
Brand: KFC Pakistan
Agency: Adcom Leo Burnett

A young man waiting to break the iftar fast at KFC with his sister is disappointed when her duty as a doctor keeps her away. Instead, he invites an offduty policeman, even as his sister gets a surprise treat from her patients. This heartwarming film ends with a message encouraging viewers to include the people who selflessly perform their duties in their iftar celebrations.