Could Etiqa’s 'Pak Delulu' story reveal who the real heroes are?

In a blend of generative-AI (GenAI) and emotional storytelling, Etiqa has unveiled its Hari Raya 2026 web film, “Dongeng Pak Delulu,” ('The tale of Pak Delulu') shining a light on the quiet strength and sacrifices of everyday heroes within local communities.

The film, which premiered during sahur (break fast time) on 10 March 2026 across the brand’s digital platforms, invites audiences to reflect on the often-overlooked acts of kindness and compassion that define the festive season. "Delulu" is a lighthearted Gen Z internet slang used to describe someone who is "delusional" or unrealistic.

At the centre of the story is Pak Amirul, a village barber affectionately known as “Pak Delulu” for his larger-than-life tales that blur the line between imagination and reality. As Hari Raya approaches, a chance encounter with a young boy sets the narrative in motion, weaving together humour and heartfelt moments.

Through Pak Delulu’s colourful storytelling, audiences are introduced to “real-life superheroes” whose deeds are initially met with scepticism and amusement. However, as the festive celebrations bring the community together, a deeper truth begins to emerge, one that underscores how courage, care and sacrifice often exist quietly in everyday life.

Don't miss: Is this PruBSN Raya film the most self-aware festive ad yet?

“Dongeng Pak Delulu” opens with a young man in the barber’s chair at Pak Amirul’s, getting a haircut ahead of Raya. Known for his love of tall tales, Pak Amirul has earned the nickname “Pak Delulu”, spinning stories that often blur the line between imagination and reality, from spotting flying cars to encountering flying cats.

As the haircut continues, he begins sharing stories of “superheroes” he claims to know, one who can travel without taking a single step, another who can sense danger without sight, and a third who communicates effortlessly using only her hands.

Later, when the young man and his family reluctantly attend Pak Amirul’s Raya open house, they begin to see the truth behind his stories. The “heroes” he spoke of are, in fact, people within the community, a man in a wheelchair, a blind man, and a mute woman, all of whom Pak Amirul treats with kindness, care and quiet respect.

The film continues the narrative established in Etiqa’s 2025 brand campaign, reinforcing themes of empathy, trust and the importance of community in building meaningful relationships.

“‘Hari Raya is a time that reminds us of the importance of community, compassion and being present for the people who matter most,” said Michelle Wee, head of brand and communications at Etiqa. “Through Dongeng Pak Delulu, we wanted to tell a story that celebrates the everyday heroes around us, individuals whose quiet acts of kindness and sacrifice often go unnoticed.”

She added that the campaign is guided by the brand’s purpose to “Make the World a Better Place,” with the aim of encouraging audiences to recognise the extraordinary goodness within ordinary moments.

The film was produced by Imagineers Film, which has previously collaborated with Etiqa on multiple projects, bringing its expertise in storytelling and visual craft to the campaign.

With “Dongeng Pak Delulu,” Etiqa joins a growing number of brands moving away from conventional festive storytelling, opting instead for narratives that feel grounded, relatable and reflective of real community experiences. One such instance is PruBSN (Prudential BSN Takaful), which took a different creative route this festive season, moving away from the usual emotionally charged Raya narratives with its latest campaign film, “Sebuah Kisah Raya” (A Raya story).

The film is fronted by local celebrity Meerqeen, who first appears on screen, riding a bicycle with a forlorn expression and tears in his eyes. Audiences would be expecting to see another tearjerker with an emotional storyline, but he then says: "Asal Raya je nangis, asal nangis je Raya. Setiap tahun, confirm jadi hero Raya" ('When its Raya we'd cry, we'd cry when its Raya. Every year, I'm definitely the hero character'). 

Another Malaysian brand looking to break the festive ad mould, is CelcomDigi, as it turns the spotlight on Malaysia’s cultural artisans this festive season with the launch of its Raya short film, “Penyeri tradisi Raya" (The shining lights of Raya traditions). The film takes audiences behind the curtain to highlight the individuals whose crafts shape the sights, sounds and flavours of Hari Raya celebrations across the country.

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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