Guardian Malaysia has launched its Hari Raya campaign titled “Seikhlas Pemberian, Seindah Lebaran” (Sincerity in Giving, the Beauty of Raya), focusing on the act of giving during the festive celebration.
The campaign, done in collaboration with THE SHOUT GROUP, includes a film built around a childhood moment involving a young girl and her grandmother during the distribution of Duit Raya among cousins.
In the film, the girl believes she has been overlooked by her grandmother when Duit Raya is handed out, leaving her disappointed. As the story unfolds, the situation reveals a different outcome.
With help from guardian, the grandmother gives her granddaughter a gift centered on beauty, confidence, and well-being rather than money. The story presents giving during Hari Raya through the relationship between the grandmother and granddaughter and the exchange of Duit Raya.
“This year, we made a conscious decision to pause and ask ourselves what Raya truly means. Beyond the balik kampung journeys, beyond the food and festivities, Raya has always been about caring for one another in ways that matter,” said Anna Ng, Brand & Marketing Director of guardian Malaysia, Singapore & Brunei.
“As Malaysians’ Trusted Advisor For Wellness, guardian is uniquely positioned to tell a story that goes deeper than the expected. We believe that the most meaningful gifts are those that nurture; the ones that support health, beauty and confidence, and continue to empower people to rediscover the best versions of themselves even beyond the festive seasons. Through ‘Seikhlas Pemberian, Seindah Lebaran’, we hope to inspire Malaysians to truly appreciate the gesture of gifting what matters sincerely, from the heart.”
“When we began crafting this film, the team found ourselves reminiscing about how much Duit Raya meant to us as children. It was exciting, almost magical. But as we grew older, we realised that the gestures we remember most are the ones that truly cared for us. That reflection became the seed of this story,” said Tjer, Executive Creative Director of THE SHOUT GROUP.
“At its core, it is about a quiet act of love, one expressed not through grand words, but through thoughtful action, with a little help from guardian, of course. In many Asian families, affection is often shown subtly, through deeds rather than declarations. We wanted to capture that emotional truth in a way that feels honest and deeply relatable. We are immensely grateful to our clients at guardian Malaysia for sharing our conviction in this creative vision, and to our production partners at Love Child Film and TV, Sotong Potong Studio and Real Time Studios for bringing this tender story to life beautifully.”
Beyond the film, guardian has also partnered with Fiziwoo, the prominent Malaysian luxury fashion label that is celebrated for its intricate craftsmanship and modern structural designs. Known for its bespoke artisanal, ready-to-wear and bridal collections frequently worn by celebrities and high society, Fiziwoo has created a special signature design exclusively for guardian Malaysia this Hari Raya.
This bespoke Fiziwoo motif is featured across guardian’s Hari Raya packets and festive communication materials, elevating the gifting experience with a touch of Malaysian artistry and refinement. In conjunction with the celebration, guardian is also offering up to 50% off on over 7,500 products nationwide, ensuring Malaysians can stay well and beautiful throughout the festive season.
Launched on 1 March 2026, ‘Seikhlas Pemberian, Seindah Lebaran’ is currently airing across all guardian Malaysia social media platforms, with promotional activities taking place at guardian stores nationwide.
Credits
guardian Malaysia
Managing Director: Priscilla Wu
Brand & Marketing Director, Malaysia, Singapore & Brunei: Anna Ng
Senior Manager, Brand & Trade Marketing: Michelle Yeap
Manager, Brand & Trade Marketing: Racheal Leong
Executive, Brand & Trade Marketing: Yeo Quan Ning
THE SHOUT GROUP (FCB SHOUT)
Co-owners: Shaun Tay & Ong Shi Ping
Managing Director: Syahriza Badron
Executive Creative Director: Wang Ie Tjer
Creative Director: James Voon
Senior Art Director: Chong Woey Shin
Senior Copywriter: Amanda Wong
Copywriter: Zaffira Zakuan
Brand Director: Kong Pooi Ling
Brand Manager: Kimberly Cheong
Senior Producer: Cheong Wai Leng
Production House: Love Child Film and TV
Film Director: Prem Pillai
DOP: Din Ismeth
Executive Producer: Prem Pillai
Producer: Maharajen
Production Assistant: Adriana
Post House: Sotong Potong Studio
Producer: Yann Loh
Offline Editor: Izmal Che Ahmad
Online Artist: Raffiq Omar, Hwa YS, Jun Yao
Colorist: Ahmad Hilmy
Audio House: Real Time Studios
Producer: Evelyn Ang
Music Composer: Alif / Brandon / Valerie
Sound Engineer: Adam Ismail / Terry Ezekiel
