Beyond sweet treats, Naga DDB Tribal turns dodol into a Raya message

Naga DDB Tribal is rethinking the meaning of festive giving this Hari Raya with “Sampul dodol” (Dodol packet), an initiative that challenges the growing convenience-driven nature of duit Raya (Raya money) traditions.

At a time when gifting has become increasingly transactional, marked by cash slipped into decorative envelopes, the agency is shifting the focus back to something more meaningful, time, effort and shared experience. Instead of creating another sampul (Raya packet), Naga DDB Tribal has transformed the concept entirely, turning it into a symbol of collective labour through the making of dodol, a traditional and toffee-like delicacy, known for its intensive and meticulous preparation.

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The initiative draws on the cultural significance of dodol, which requires constant attention and care throughout its cooking process. By reimagining the sampul as a “vessel of shared labour,” the agency highlights how traditional practices once brought communities together, something it believes has gradually faded in modern celebrations.

According to Nik Radzi, executive creative director at the agency, the idea stems from a simple but powerful reflection. “Dodol needs constant care. If you stop caring, it burns. If you stop paying attention, there’s many ways it could go wrong. The same goes for our relationships. Through 'Sampul dodol', we wanted to remind ourselves and our clients that what we truly owe one another during Raya isn’t just money, it’s care and attention.”

As part of the campaign, handcrafted dodol will be shared with the agency's clients as a festive gesture, reinforcing the agency’s commitment to nurturing relationships with the same patience and dedication required to produce the delicacy.

Naga DDB Tribal also created special Raya packets and a festive greeting under its “Sampul dodol” theme, extending the concept across its seasonal gifting.

Another local agency taking things a step further this Raya is KULT, which has released its first festive film, “BUNYI RUMAH” (‘Sounds of the house’), created entirely using artificial intelligence. The film is a showcase of the capabilities of KULT’s content and innovation arm, KULT:Studio, and reflects the company’s exploration of AI-powered storytelling.

The near-three-minute film opens with an empty home filled with family photographs, and later cuts to a man furiously typing on his computer, followed by two solemn women staring at a picture of a man who appears to have passed. The man then uses the photo to generate an AI voice of the deceased, sending a heartfelt Hari Raya greeting to his family. The film closes with the family embracing and sharing intimate moments, including prayer and a festive meal.

KULT explained that the project was a conscious creative choice, demonstrating that stories created with AI can still carry emotional depth and nuance.

Be part of #Content360 Malaysia, 13 May 2026, where creativity and community collide. Explore how AI-powered imagination, culturally resonant storytelling, and platform-savvy strategies are shaping the future of content. Gain practical insights, discover new tactics, and learn how the region’s top creators and brands are crafting campaigns that truly resonate.

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