Media Prima joins forces with brands for Hari Raya campaign

Hari Raya campaignMalaysian media company Media Prima has announced collaborating with a number of brands to create a campaign for Hari Raya.

The announcement:

Petaling Jaya, 28 June 2016 – Media Prima Television Networks has announced a series of partnerships with some of Malaysia’s leading brands including F&N, NIVEA, NESCAFÉ Classic, POS Malaysia, TOP, Bank Rakyat and Samsung to brighten this year’s Ramadan and Syawal celebrations through its ‘Syukur Selalu’ campaign.

‘Syukur Selalu’ is Media Prima Television Network’s annual Ramadan and Syawal brand campaign that encourages Malaysians to discover the spirit of the Season through gratitude and kindness.

This year, the campaign features more exciting and creative integration of Media Prima Television Networks’ creative resources and production capabilities. Apart from delivering branded capsules, advertisements, music videos, contests and customised content, these collaborations extend further to include exclusive product packaging and a charity drive to touch the hearts of consumers, while inspiring them to play a part in caring for the larger community.

Spread across the network’s leading multi-platform channels, partner brands are tapping on the potential to reach over 5 million daily viewers on TV3 and TV9, 5.6 million registered users on Tonton and 7.6 million followers on social media channels. In addition, the exposure also extends to approximately 10 million readers on print media, close to 3 million radio listeners on HOT FM and half-a-million visitors at on-ground events including Bazar Syukur Selalu and Jom Masjid, a new initiative that brings Muslims together to mosques to bergotong-royong in preparation for breaking fast and congregate for prayers.

“Over the years, ‘Syukur Selalu’ has become the platform of choice for brands during Ramadan and Syawal. By leveraging our inherent strengths in developing content that touches the hearts of the Malay audience and delivering them through the widest range of integrated media channels, the ‘Syukur Selalu’ campaign and partnerships provide brands an unparalleled nationwide reach, and more importantly help them establish a meaningful connection with their audience. ‘Syukur Selalu’ is more than just a commercial brand campaign,” said Datuk Kamal Khalid, Chief Executive Officer, Media Prima Television Networks.

“It is inspiring to see these brands and Media Prima Television Networks coming together in so many creative ways with the aim of encouraging acts of kindness. This serves as a timely reminder for Malaysians to be thankful while enjoying the celebration since Ramadan and Syawal is a blessed season of reflection, generosity and tolerance.”

Fulfilling Acts of Kindness

Leading the call for kindness, F&N has established a unique collaboration with Media Prima Television Networks by releasing a ‘Syukur Selalu’ special packaging for all its beverage products including F&N Fun Flavours, 100PLUS, F&N NutriSoy and F&N Seasons. Concurrently, F&N has also embarked on a nationwide charity drive by committing to contribute up to RM300,000 to Media Prima’s charity fund Tabung Bersamamu to ease the burden of the less fortunate.

Paying a tribute to mothers who instill the value of kindness in their children from early age, NIVEA has created a heart-warming short drama entitled Setulus Belaian Kasih starring Siti Elizad Sharifuddin and Puteri Balqis Azizi. Furthering its effort to share kindness and care, NIVEA also aims to raise RM100,000 to help 100 underserved families to celebrate their Hari Raya. Customers are able to contribute by purchasing NIVEA products and contributing 5% of every RM10 spend at participating retailers to the needy families identified by Yayasan Budi Penyayang Malaysia (PENYAYANG).

Delivering Inspiring Messages

POS Malaysia on the other hand aims to connect the nation by reliving the custom of sending heartfelt wishes for a joyous Ramadan and Syawal. The collaboration kicks off with a greeting capsule presented by Syukur Selalu ambassador, Amyra Rosli. The special capsule is developed to emphasise and put the phrase ‘Pos Lajukan’ in people’s day-to-day conversation. In addition, POS Malaysia’s ‘Go 2 Truck’ will also be travelling together with the Bazar Syukur Selalu crew. In addition to providing access to a variety of post-office services, the roadshow features the ‘setemku’ activity, where visitors can snap pictures at a designated photobooth and generate personalised stamps.

NESCAFÉ Classic and TV3 have worked together to initiate creative product placements in the Raya telemovie special Cik Cinderella and Encik Tengku. Apart from this, viewers can also look out for a series of the extended scenes on-air and online. To further inspire people to cherish the bonding moment with their family members, NESCAFÉ Classic has also released a brand ad featuring its ambassador, Siti Saleha.

Adding Joy and Festivities

Malaysia’s leading detergent brand TOP is on board with Syukur Selalu through the #TopGayaRaya campaign across Media Prima’s integrated platforms, from on-air to digital and social media. The collaboration resulted in a brand ad with a heart-warming and witty take, a greeting capsule featuring Uqasha Senrose, Janna Nick, Fasha Sandha and Fattah Amin, and on-air and digital contests. TOP has also come on board as the official sponsor for the programme, ‘Glamour Raya’, which highlights Hari Raya fashion trends and follows the journey of Malaysian designers as they produce their Raya collection.

Staying true to the spirit of ‘Syukur Selalu’, Bank Rakyat is launching the ‘Ceria Beraya – Dalam Keceriaan Ada Kesyukuran’ campaign to add joy and sparkle to the Ramadan and Syawal celebrations. In addition to its corporate campaign, Bank Rakyat is introducing the special music video ‘Indahnya Lebaran’ by Shuib Sepahtu and Mark Adam, which is set to be aired on TV3.

Media Prima Television Networks and SAMSUNG collaborate to create a creative capsule introducing new products and its high-tech features from SAMSUNG J SERIES. Bringing more good news to fans, SAMSUNG is also giving away 10 products from SAMSUNG J SERIES through Malaysia’s No.1 morning talk show on TV3, Malaysia Hari Ini (MHI).

Source: press release


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