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Halal beauty brand Safi has recently launched an initiative in collaboration with Mediabrands Content Studio to empower women during the Raya season. The campaign is titled ‘#SafiRayaSupaVass’, which centers around the idea of ‘Vass’, meaning looking and feeling spectacular. In order to promote its new shampoo Safi Shayla SUPA, Safi created a musical called ‘Jodoh Syafiderella’, which is a creative twist on the classic tale of Cinderella. The musical features a star-studded cast, including Safi ambassador Aniq Suhair, local celebrity Kilafairy, and content creator Sofea Shaheera, and has garnered over 4.5 million views since its launch.
The goal of the musical was to capture the essence of ‘Vass-ness’ and convey it to the audience while also promoting Safi’s new shampoo. Saki Goh, senior general manager of marketing at Wipro Unza, the parent company of Safi, mentioned that the film is a pre-launch for Safi Shayla SUPA and was created to emotionally connect with its female audience. The aim of the campaign was to let all Malaysian Malay women know that Safi Raya Supa Vass is here to keep them feeling confident and looking their best.
In a similar vein, local clothing line Bulan Bintang also launched its maiden brand film this Raya, in collaboration with Mediabrands Content Studio. The film, titled “Raya Macam Star” (translated: celebrate Raya like a star), aims to make everyone feel like a star when wearing the Bulan Bintang collection during the Raya season. The film features some of Malaysia’s biggest celebrities, including Shukri Yahaya, Hannah Delisha, Sharnaaz Ahmad, Beto Kusyairy, Nadhir Nasar, and Daiyan Trisha.
