Guardian invites Malaysians on a journey of self-improvement this Raya

Guardian Malaysia has unveiled a new campaign titled “Serlahkan peRAYAanmu dengan guardian” (‘Own your Raya celebrations with guardian’). The latest campaign celebrates the “glow-up” and Malaysians’ efforts of self-improvement for the festive season. 

Created in collaboration with creative agency FCB SHOUT, the Raya campaign falls under guardian’s existing “Own your beautiful” brand campaign. The film follows a family of five, who undergoes a glow-up for Raya to the shock and amusement of their relatives.  

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In the first scene, the eldest sister shows up on screen with flawless skin, despite having dull and tired skin previously. She shares her nighttime skincare routine, and is reminded by her K-drama to get a good beauty night’s sleep in.  

Soon, the parents of the family bust out dance moves to prove that they are now healthy and in their best shape this Raya. “Vitamins, supplements, guardian has them all. With joy and cheer this Raya feels more memorable,” they sing.
 
Next, the elder brother of the family belts out to an Elvis Presley-inspired tune, to share about his fresh and healthy hair, a turnaround from his dry locks from Raya last year. Finally, the main character, played by Malaysian singer and actress Alyssa Dezek, shares her newfound confidence after glowing up with guardian’s cosmetics.  

The song, which is mainly about the joys of spending Raya together with family, blends the traditional Malay rhythms with hip-hop, pop and country. Meanwhile, the film is about confidence, self-care and the dedication to becoming one’s best self for this Raya celebration. 

“Hari Raya is more than just a celebration - it’s a time for renewal, reflection, and self-care. At guardian, we understand that looking and feeling one’s best is an important part of the festive preparations. That’s why ‘Serlahkan peRAYAanmu dengan guardian’ is a natural extension of our ‘Own Your Beautiful’ brand campaign," said Anna Ng, marketing director of guardian Malaysia. 
 
Meanwhile, Syahriza Badron, managing director of FCB SHOUT said “For me, Hari Raya is about reconnecting with family, friends, and myself. The journey to looking and feeling our best isn’t about appearances; it’s about self-care, confidence, and embracing who we are.” 

The “Serlahkan peRAYAanmu dengan guardian” campaign also includes limited-edition green Raya packets, in-store and online promotions, mall activations, and digital content across multiple platforms. The health and beauty brand has also teamed up with fashion brand Fiziwoo for its Raya campaign on social media, sharing how some local celebrities get ready for Raya, and the types of products used to achieve the look.  

Last year, guardian Malaysia underwent a rebrand to shift the focus from conventional beauty standards to a more inclusive and empowering vision with its new brand purpose— "Own your everyday". Ng told A+M at the time that the new brand purpose marks a bold step forward in renewing guardian's vision and identity with the evolving aspirations of its customers.

With 'Own your beautiful', guardian introduces an empowering brand voice that resonates with Malaysians of all ages and genders. At its core, this vision emphasises the power of the word 'own' and encourages individuals to take control of their beauty and wellbeing journeys through self-care, personal commitment and small meaningful steps.

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