Content Champions: Wipro Unza Malaysia (Safi)

Safi, fully owned by Wipro Unza Malaysia, is a leading halal skincare and personal care brand catering to modern Muslim women and men. Its range includes skincare, personal care and toiletry products made with high-quality natural ingredients, all alcohol- and gelatin-free, and certified halal by JAKIM.

Available nationwide in pharmacies, supermarkets and hypermarkets, the brand also offers in-store beauty advisors to guide consumers. Anchored by the tagline "Selamat dan Suci" (“Safe and pure”), Safi delivers products that combine tradition, quality and modern consumer needs.

Content Champions is a segment during A+M's Content360 conference in Malaysia in which we highlight brands who have made significant impact in the content marketing space through their campaigns. This campaign was shortlisted for Marketing Excellence Awards 2025 and chosen for coverage by the editorial team at A+M. 

Brand: Safi

Campaign: From skincare to self-belief: SAFI’s scholarship sparked a Raya revolution

Challenge

For over 30 years, Safi had been a trusted skincare brand in Malaysia. But among young Malay women aged 18–24, it was no longer seen as their brand, it was the brand their mums used. Once the top choice for this segment in 2020, Safi had fallen to fourth place by 2024 as TikTok-native brands captured attention and loyalty.

A 2024 Raya campaign aimed at reconnecting with Gen Z missed the mark. Its traditional themes, balik kampung journeys, tearjerker moments, and family-centric storytelling resonated more with Millennials. Younger audiences found it predictable, emotionally distant, and out of touch.

Safi needed a new way back into the lives of young Malay women, not through products alone, but through relevance, belief, and cultural understanding before the brand faded further from consideration.

Strategy

For 2025, Safi tapped into a timely cultural moment: the release of SPM results during Raya, a season usually dominated by nostalgic advertising. For many young Malay women, festive gatherings often come with questions about grades, careers, and marriage, placing societal expectations above personal ambitions. Traditional sentimental storytelling no longer felt relevant.

The brand launched “Biasiswa Siswi SAFI”, a RM1 million interest-free scholarship programme supporting 25 first-year female students at Malaysian public universities. More than financial aid, the initiative aimed to help young women reclaim their dreams and sense of agency.

Creatively, the campaign used a “Dollhouse of dreams” metaphor. Each room represented pressures young women face, from parental expectations and social norms to financial realities, while the final room symbolised their own voice. “Biasiswa Siswi SAFI” became the key to unlocking those aspirations and turning them into real opportunities.

More than a product campaign, Safi positioned itself as a cultural ally, creating space for young women to reconnect with their ambitions while re-establishing the brand as empowering, relevant, and emotionally in tune with its audience.

Execution

Safi shifted the festive formula from nostalgia to self-belief, creating a campaign that gave young Malay women representation, encouragement, and a tangible path toward their ambitions.

The campaign launched with a Raya film highlighting familiar pressures, from questions about marriage and studies to comparisons with peers. Using the “Dollhouse of dreams” metaphor, the film showed how ambitions are often boxed away beneath societal expectations. The protagonist moved through rooms representing family and social pressure before reaching the final room, her own voice, where Safi’s scholarship reminded her that her dreams were still within reach.

At the film’s climax, viewers were invited to type in who they truly wanted to become. Safi’s AI Dream Microsite Generator then created personalised endings, allowing users to see themselves as CEOs, chefs, filmmakers, and more. The experience helped drive over 30,000 microsite visits and more than 20,000 scholarship applications.

Rising star Qasrina Karim fronted the campaign, sharing her own journey across Instagram and TikTok. YouTube mastheads and skippable ads drove discovery, while TikTok, Instagram Reels, and creator content adapted the story into bite-sized formats. Instagram carousels further unpacked the Dollhouse metaphor room by room.

The campaign also extended into PR through the “House of 10 Doors” kit, a pink dollhouse symbolising societal pressures, featuring SAFI products and QR codes linked to the AI tool. Unboxing content sparked emotional conversations and social sharing.

On-ground activations at IOI Mall brought the Dollhouse to life, allowing visitors to walk through each room, enter their dreams into the AI tool, and sign up for the scholarship on-site. Branded “Serlah Seri Diri” (“Let your true self shine”), the activation reinforced the campaign’s core message: their future was theirs to define.

Check out the other winners here.