Marrybrown channels P. Ramlee magic in new Ramadan campaign

Amidst a sea of colourful, bright and glamourous Raya films releasing this festive period, Marrybrown is leaning into grainy black and white scenes to channel Malaysian nostalgia with the launch of its “Santapan Ramadan” ('A Ramadan meal') campaign, created by Dentsu Creative Malaysia.

The campaign introduces the brand’s new festive menu item, 'MB Nasi berempah' (spiced rice), through a digital film that pays tribute to legendary Malaysian filmmaker, actor and composer P. Ramlee.

Drawing inspiration from the classic film Ali Baba Bujang Lapok, the campaign reimagines the story of the hidden treasure cave through a modern comedic lens, in a film titled "Ali Baba Bujang Rangop", swapping out the last word for 'crispy'. In the film, Marrybrown’s Ramadan feast is framed as a discovery as precious as hidden treasure.

Don't miss: Marrybrown turns to paper cutting to honour heritage in CNY film

The original film is a 1960s musical comedy directed by and starring P. Ramlee, loosely inspired by the 1001 Arabian Nights tale. It follows a poor, lazy Ali Baba who discovers a treasure-filled cave belonging to 40 thieves, led by a villainous P. Ramlee, and uses the wealth to change his life—only to face comical attempts at revenge.

In this reimagined version, Ali Baba opens the cave with a special song, “Niat makan ayam rangup nasi sedap aku ngap” (“I crave crunchy fried chicken and delicious rice to feast on”). Instead of hoarding gold, he takes a golden platter of Marrybrown’s nasi berempah back to the Marrybrown store. Staying true to the original’s comedic spirit, Abu Hassan discovers the nasi berempah’s disappearance, tracks it to a modern-day Marrybrown outlet, and—alongside his sidekick—repents from his thieving ways to enjoy berbuka puasa (breaking fast) together at the store.

The "Santapan Ramadan” campaign further reinforces the festive tone of coming together to celebrate the spirit of sharing during the fasting month. The word santapan originates from archaic Bahasa Istana and traditionally refers to a royal meal served to the palace, evoking the idea of a feast worthy of the occasion.

According to Lynn Low, chief marketing officer at Marrybrown, the campaign aims to tap into a cultural figure deeply embedded in Malaysia’s collective memory. “Few figures in Malaysian culture hold the same enduring place in the national imagination as P. Ramlee. His films are woven into the way Malaysians laugh, quote and tell stories to one another, especially during Ramadan and Raya,” she said.

“As a proudly Malaysian brand, Marrybrown has always believed the best way to connect with Malaysians is to celebrate the culture and flavours that shaped us. Together with dentsu Creative Malaysia, we wanted ‘Santapan Ramadan’ to lean fully into that nostalgia, bringing a timeless Malaysian story back into the spotlight while introducing MB Nasi Berempah as a festive discovery,” Low added.

Meanwhile, Ahmad Nazril Ibrahim, executive creative director at Dentsu Creative Malaysia, said the campaign was built around the enduring humour and relatability of P. Ramlee’s storytelling. “P. Ramlee’s works remain beloved because they were never afraid to celebrate the quirks, humour and humanity of Malaysian life,” he said. “Marrybrown carries that same spirit as a brand that has always been proudly Malaysian at heart.”

“That authenticity is something we have long admired about the brand, and ‘Santapan Ramadan’ became the perfect moment to draw that connection in bringing together a cultural icon and a homegrown brand in a story,” he added.

The digital film also features a cast of popular content creators known for their comedic tributes to classic Malaysian humour, reinforcing the campaign’s central idea of a Ramadan feast so special it is “as precious as gold”. “Santapan Ramadan” launched on 3 March and is rolling out across YouTube, TikTok, Instagram and Facebook.

Earlier last month for Chinese New Year, Marrybrown turned to the delicate art of Chinese paper cutting to tell a story about family, legacy and love in its 2026 Chinese New Year brand film, titled “纸为你”, which translates to “Crafted for love”.

The film centres on traditions quietly passed down through generations. The title itself carries a poetic double meaning. Literally, it references paper cutting, a traditional Chinese craft closely associated with blessings and good fortune during the festive season. At the same time, it plays on the phrase “only for you”, reflecting the emotional heart of the story.

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.

Related articles: 
Can a storm bring Malaysians and Indonesians closer this Raya? MR D.I.Y. thinks so
PLUS swaps traffic talk for tenderness this Ramadan 
How Tropicana Twister is turning everyday kindness into lasting change this Ramadan