Watsons has launched a new campaign inviting people to “solve the secrets of Raya”. Riding the trend of whodunit titles like Glass Onion and Only Murders In The Building, Leo Burnett Malaysia created a mystery-filled caper for this year’s Watsons Raya film.
Starring real-life sisters Ayda Jebat and Fyna Jebat as Divatectives (a play on words “diva” and “detective”), the film depicts the love-hate relationship between the sisters as they compete against each other in various Raya-related mystery cases through the years, eventually working on their biggest case of all: the missing generational necklace.
This marks the third festive campaign conceived between Leo Burnett and Watsons, starting with 2021’s futuristic Gaya Raya Luar Biasa, followed by the recent high-fashion Chinese New Year film featuring a rabbit DJ to celebrate the Year of the Rabbit.
Through this collaboration between Leo Burnett and Watsons, Rahsia Gaya Raya was brought to life as this wonderful mix of mystery and over-the-top humour, with the help of Malaysian superstars Ayda Jebat, Fyna Jebat, Didie Alias, Faizal Hussein, Nabil Mahir and Sheeda Ali.
According to the agency the time of the release, Watsons’ Rahsia Gaya Raya is the most-watched 2023 Raya festive film, raking in over 9.3 million views across YouTube and Facebook.
Credits
Client: Watsons Malaysia
Managing Director: Caryn Loh
General Manager (Marketing & Customer Growth): Danny Hoh
Marketing Communication & PR Manager: Chui-San Wong
Agency: Leo Burnett Malaysia
Executive Creative Director: Iska Hashim
Creative Director: James Yap
Associate Creative Director: Tio Tit Seng
Copywriters: Yusman Rosdi, Jing Jie Chang
Senior Designer: Yusuff Ismadi
Junior Art Director: Joshua Tan
Managing Director: Firzan Mulafer
Business Director: Irene Kuan
Senior Account Executive: Stefanie Leong
Account Executive: Tyllana Gunasekarnath
Head of AV and Digital Content: Jennifer Hendroff
AV Producer: Phoenix Tham, Ira Carrisa
Production House: Reserve Tank Sdn Bhd
Director: Darrel Tan
Executive Producer: De Shen
Music & Audio Post: Real Time Studios
