MALAYSIA – Global brand experience agency VMLY&R has partnered with major Malaysian dairy and beverage manufacturer, F&N, to help Malaysians enjoy the traditions of a Ramadan bazaar from the safety of their homes.
With the COVID-19 outbreak and the implementation of the Movement Control Order in Malaysia, interstate travel is restricted and the traditional “balik kampung”, or ‘going home for the holidays’, is not advisable. The popular Ramadan bazaars that pop up in each neighbourhood for friends and family to gather and “buka puasa” – break their fast – have also been cancelled. In a time that is typically celebrated with family and togetherness, Malaysians are looking for alternate ways to stay connected during this holy month.
To bring the spirit of Ramadan to life, VMLY&R Malaysia, together with F&N have launched the “Gerai Rasa Raya” (Taste of Raya) Campaign on F&N Life, the Company’s e-commerce store. The campaign aims to bring families together by providing recipes for Ramadan delights typically found at neighbourhood bazaars that anyone can re-create at home, such as Ayam Rendang, Tau Fu Fah and Ais Bandung Tarik, while also providing a platform for people to purchase their favourite F&N beverages. These can be found by interacting with Abang Fandi, a make-believe character and the ‘owner’ of the e-stall on F&N Life.
Additionally, Abang Fandi and the e-stall will also enable consumers to purchase essential products from F&N, in support of a number of non-profit organisations. These items will be delivered to these organisations via F&N, from 11th May 2020 onwards till the end of Raya.
Commenting on the campaign, Eric Ho, MD, VMLY&R Malaysia, said: “In the shadow of COVID-19, Ramadan celebrations this year will be different than what most Malaysians are used to. With this in mind, F&N was keen to give people something special, to bring the real feel of Ramadan into their homes. Working closely with the brand, VMLY&R created a concept that connects people to the tastes of Raya, amplified by the character of Abang Fandi, so that people can observe Ramadan across Malaysia from the safety of their own homes.”
Graham Lim, F&N Director of Marketing, said, “In the holy month of Ramadan, our Muslim friends will be observing the fasting period with changes in external circumstances. Consumers can order their favourite F&N beverages from our e-commerce store, F&N Life, and have them delivered safely to their doorstep. We also have shared recipes that can help them re-create their favourite food and drinks that are commonly found in Ramadan Bazaars. We are happy to collaborate with VMLY&R on the campaign as they are able to reflect the essence of Ramadan. We truly hope that this will help bring a little bit of bazaar flavour into the homes of everyone who will be celebrating Hari Raya Aidilfitri in the ‘new normal’.”
