Can Air Selangor’s Raya film change how we see mental health and cyberbullying?

Air Selangor is putting mental health and emotional resilience at the forefront of its Hari Raya Aidilfitri campaign this year with the release of its festive film, “Raya ikut rasa” ('A Raya based on taste').

Part of the brand’s broader 2026 festive platform, “Love flows like water,” the film explores themes of family support, self-acceptance and the strength needed to navigate emotional challenges, particularly among younger audiences.

At the heart of the story is Kayla, a young aspiring content creator whose confidence is shaken after she becomes the target of cyberbullying for sharing her cooking videos online. As the negativity mounts, Kayla begins to withdraw, struggling with self-doubt and emotional distress.

Sensing the change, her grandmother Wan steps in, encouraging her to rediscover joy through a shared activity, creating cooking videos together throughout the month of Ramadan. What begins as a simple bonding effort gradually helps Kayla rebuild her confidence, as their heartfelt content resonates with audiences online in the lead-up to Hari Raya.

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The film features local talents including Normalis Nordin as Kayla and Khatijah Tan as Wan, alongside Louisa Chong and Sukania Venugopal, bringing to life a narrative centred on empathy, understanding and resilience. The three senior actresses were also featured in Air Selangor's Chinese New Year campaign film, "Love Never Forgets" or "Kasih Tidak Pernah Lupa", about Mei (played by Louisa Chong), a devoted wife caring for her husband Lim, who is living with dementia.

According to Elina Baseri, head of corporate communication at Air Selangor, the campaign aims to challenge expectations around festive perfection. “Through ‘Raya ikut rasa’, we hope to convey that festive celebrations do not have to be perfect. What matters most is the sincerity in sharing how we feel, understanding one another and offering support to those who may be going through emotional challenges,” she said.

She added that the campaign theme reflects how love and family support, like water, continue to flow and help individuals navigate life’s challenges, including mental health struggles.

By addressing the realities of cyberbullying, the film also highlights how such experiences can impact self-confidence, particularly among the younger generation. At the same time, it reinforces the role of family and community in helping individuals recover and move forward.

Now available on Air Selangor’s website and across its social media platforms including Facebook, Instagram and YouTube, “Raya ikut rasa” serves as a timely reminder that the spirit of Hari Raya lies not in perfection, but in togetherness, empathy and sincere human connection.

Brands across Malaysia have not held back on quality for their Raya campaigns and films this year. RHB Bank is continuing its run of purpose-driven festive storytelling, once again turning to real-life stories that carry deeper social meaning beyond the typical feel-good message. The bank has unveiled its 2026 Hari Raya campaign, “Ruang Harapan (Hope)”, a festive film that shines a light on inclusive education and the power of compassion to transform lives.

Meanwhile, Maybankhas launched its 2026 Hari Raya film “Berkat Mak” ('A mother's blessing'), a reflective story that celebrates the quiet yet powerful ways mothers show love and support for their children. Rather than focusing solely on festive traditions, the film explores a familiar dynamic across many families, where affection is rarely spoken, but instead shown through everyday gestures.

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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