Hong Leong Bank sparks joy and smart financial habits with Raya music video

Hong Leong Bank (HLB) has released a Raya music video titled “Senyum-senyum Raya” ('Raya smiles') for the festive season, encouraging smiles all around, as well as positive habits including smart financial management.  

The music video, created in collaboration with Grey Malaysia and music production house Faithful, follows actor and singer Alif Satar and his band, The Locos, as they “get ready” for Syawal ('first day of Eid').

Despite the little inconveniences of having to wait for their clothes to get ironed, having all the snacks eaten up by the kid in the house, or struggling with the samping ('wrap'), the group finds time to smile throughout the day and pose for Raya selfies together with family.  

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In the video, Alif is seen gifting his elderly relative a HLB debit card, which she later attempts to make a purchase with. However, Alif later shows her how to properly utilise HLB's digital wallet service to purchase a bottle of festive tarts, without having to use the physical card. 

As the song lyrics brings listeners through the joys and highlights of Raya, it also emphasises practicing good habits. Alif sings: “Syoknya nikmat lebaran, family dan teman-teman, sambil beraya gandakan amalan”, which translates to “The joys of Eid, with family and friends, celebrating Raya while doubling up good practices.”  

The song "Senyum-senyum Raya" is availabe on all digital music platforms, while the official music video premiered on Hong Leong Bank's YouTube channel. 

"We believe that music is a powerful way to connect with people, and is something that people look forward to as part of the festive celebrations," said Zalman Zainal, chief marketing and communications officer at HLB. 

He added, "Through this collaboration between Faithful, Alif Satar and The Locos, we hope this song will become a part of Malaysians’ Raya celebrations this year and for years to come, to inspire Malaysians to pass on their good deeds in an enjoyable and meaningful way."

In tandem, Ashraf Sheh, associate creative director at Grey Malaysia said, "Raya is more than a celebration, it’s the little moments, the rush of preparations, and the warmth of togetherness. Every small effort is an amal (hope) that strengthens our bonds. This music video captures that spirit, cherishing traditions while embracing giving and self-betterment." 

Additionally, Mike Chan, director of Faithful said, "The production of 'Senyum-senyum Raya' was truly special because beyond just creating a Raya song, we wanted to highlight how something as simple as a smile is also a form of amal. Smiling is a beautiful act of kindness especially during Ramadan and Raya, as it reflects gratitude, togetherness, and the spirit of giving." 

Alif, who has been HLB’s ambassador for three years, also shared his excitement about the project. “I am truly honoured to collaborate with HLB on this project. As someone who values family, this initiative is especially meaningful to me because it’s not just an ordinary song but also carries a positive message. The first time I heard the demo, I immediately felt its positive and cheerful vibe, perfectly matching the festive spirit of Raya.”

HLB is no stranger to meaningful festive campaigns. In February last year, the bank retold the inspiring story behind Sin Eng Hoe biscuit factory in its Chinese New Year campaign titled "Wealth of a lasting legacy". The brand film highlighted the biscuit makers' long legacy in the industry, rooted in their tenacity, creativity and spirit of upholding traditions and values. 

Other brands have also released films of their own to celebrate the Raya festivities. Earlier this week, CelcomDigi released its Raya film titled “Syukur” (‘Gratitude’), aimed at inspiring Malaysians to foster deeper connections with one another for a meaningful celebration. The film focuses on themes such as empathy and gratitude, reflecting the true spirit of Eid.

Last week, Spritzer Sparkling launched its latest Raya campaign titled "Raya lebih bermakna bersama Spritzer Sparkling" ('Raya is more meaningful with Spritzer Sparkling'), featuring a film and a social media initiative focused on fostering generational connections during the festive season.


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