In a notable display of reverence towards East Malaysia’s cultural richness and diversity, Petronas, Malaysia’s state-owned oil and gas company, has debuted two films commemorating the significant festive celebrations of Kaamatan and Gawai Dayak. This initiative was carried out in collaboration with Mediabrands Content Studio (MBCS), underpinning Petronas’ annual festive theme – ‘Roots of Our Future’.
The Kaamatan festival, a cherished harvest celebration in the state of Sabah, spans the entirety of May. Gawai Dayak, similarly, is an annual festival celebrated by the Dayak people of Sarawak on June 1, marking the thanksgiving for a bountiful harvest. Both these festivals deeply embody the richness of heritage, customs, and culture intrinsic to East Malaysia.
Ahmad Nazril Ibrahim, the executive creative director of MBCS, noted that the conception of these festive films offered a unique opportunity to delve into and connect with the diverse cultures spanning the country. Each of these cultures, he pointed out, presents a distinct view of the world, nature, and the communities surrounding them. Filming in the country’s remote parts allowed the team to thoroughly imbibe the cultural elements they sought to manifest in the films.
This initiative aligns with the recent launch of a series of festive films by Mediabrands MY to celebrate Hari Raya. Among these films was one created in partnership with Bulan Bintang, a local Malaysian clothing line. Titled “Raya Macam Star” or “Celebrate Raya like a Star,” the film was a warm narrative designed to make everyone feel like a star when wearing the Bulan Bintang collection during Raya.
Featuring a star-studded cast including prominent Malaysian celebrities like Shukri Yahaya, Hannah Delisha, Sharnaaz Ahmad, Beto Kusyairy, Nadhir Nasar, and Daiyan Trisha, the campaign aimed to capture the essence of donning Bulan Bintang, while preserving elements of family, duty, and love.
Eddy Nazarullah, the creative director of MBCS, affirmed, “Creating insightful and relevant content is a core aspect of creativity here at MBCS, and we’re delighted to have such a star-studded cast to bring this year’s Raya story to life.”
These celebratory films and initiatives reflect a vibrant display of Malaysian culture and heritage, strengthening bonds within communities, and fostering unity in diversity. Petronas’ commitment to honoring and promoting this cultural richness sets a poignant example for organizations worldwide.
This news report is based on an article from Marketing-Interactive website.