Astro has unveiled its Raya campaign which features its first-ever animated spot titled "Cerita Raya Dik Non". Done in collaboration with Naga DDB Tribal, the campaign aims to instill positive thinking within all Malaysians to promote the joyful spirit of Raya while embracing new norms during this period of uncertainty and disruption.
The spot tells a story revolving a cheerful little girl named "Dik Non", who is on a mission to inject a more cheery atmosphere in her village for the upcoming Raya celebration. Her efforts are fully supported by her father, Pak Mail. Although Pak Mail always has a serious look plastered on his face, he goes all out in helping Dik Non complete her mission because of his love for her. According to a press release, this quality of standing by his daughter is symbolic of Astro’s dedication to their customers.
Pak Mail is voiced by Astro’s vice president, chief of Malay and Nusantara, Content Management Group, Dato’ Khairul Anwar Salleh.
The spot took almost six months of pre-production and crafting, and featured local talent. Astro also said the production was seamless despite the MCO because no live shooting was needed.
The spot held the message of "Indahkan Senyuman, Eratkan Jalinan" and aims to bring Malaysians closer in spirit during these challenging times, despite the necessary physical distance that must be observed.
Christinne Lim, director of marketing at Astro, said it wants to play its part to educate and inform Malaysians on the need for social distancing, even during important celebrations. "Our message tells of the patience and strength that we each must have, that together we are stronger,” she added.
Farid Ajlan, creative group head, Naga DDB Tribal, said: “Instead of waiting for others to cheer us up, we should be the ones to initiate it and make someone smile with our actions even from afar. That’s the true spirit of Indahkan Senyuman.”
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Last month, Astro's eCommerce arm Go Shop rolled out its Ramadan e-bazaar in support of local F&B businesses as well as a special channel for consumers. To date, Go Shop said about 100 F&B businesses such as Brownies Bar by The Accidental Bakers, LaksaNA, Pihapi and BurgerBros have registered for the e-bazaar. It worked with Imaginato for the e-bazaar launch. Go Shop joins foodpanda and Grab in pushing out Ramadan e-bazaars as the government banned them a few weeks ago to curb the spread of the COVID-19 pandemic.