Setia’s Raya film ‘Sewadah Kasih’ redefines what it means to protect what we treasure

Malaysian property developer S P Setia is rethinking the meaning of protection this Hari Raya Aidilfitri with its latest festive film, “Sewadah Kasih” ('A container of Love'), a story that shifts focus from preserving objects to cherishing people and shared moments.

Part of its wider “Setia bersama, Aidilfitri bermakna” ('Loyal together, a meaningful Eid') campaign, the film taps into a familiar Malaysian behaviour, keeping heirlooms safely stored away, often admired but rarely used. Through a heartfelt narrative, Setia challenges this notion by asking whether what we protect should instead be shared.

The story unfolds during a bustling Raya open house hosted by Ma’arof and his wife. As guests fill the home and serving plates run out, attention turns to a pristine ceramic set kept untouched in a cabinet, a treasured heirloom from Ma’arof’s late mother. Bound by childhood memories of being told to protect it at all costs, he hesitates to use it, even as the need arises.

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A turning point comes when his aunt arrives carrying a bowl from the same set, triggering a memory of his mother once sharing it during a difficult time. The realisation reframes the meaning behind the heirloom, not as something to be preserved, but as something meant to bring people together. The film closes with the couple finally opening the cabinet and using the set as intended, serving their guests and embracing the spirit of Raya.

According to Setia, the film reflects the imperfect but meaningful nature of festive gatherings. A spokesperson said, “'Sewadah Kasih' captures the special kind of joy and beautiful mayhem that only comes with the festive season. As doors open and close, loved ones drop by, plates are passed around, stories flow, and laughter fills every corner, the home comes alive.”

They added that beyond the visual chaos lies a deeper message about what truly matters. “Raya isn’t about getting everything right, it’s about showing up, making space for one another, and staying true to what matters most.”

Created in collaboration with Publicis Groupe, the film was shot at Setia’s own developments, including show units at Setia Alamsari in Kajang, and features Setia employees, reinforcing the brand’s emphasis on authenticity and community-building.

“Sewadah Kasih” also continues Setia’s broader storytelling approach seen in its Chinese New Year film “Littlest Master”, where everyday objects are used as emotional anchors. While a bowl symbolised renewal and letting go during Chinese New Year, it takes on a different meaning here, representing sharing, presence and connection during Raya.

Beyond storytelling, the campaign extends into tangible consumer initiatives. Setia’s "Rezeki bonanza" (Blessing bonanza) offers homebuyers a RM4,000 reward per unit for eligible purchases, while "Kawan bawa kawan" (Friends bring friends) incentivises referrals from existing homeowners with RM3,000 per successful introduction.

Meanwhile, S P Setia is not the only Malaysian brand using a container as a symbol of a mother's love. In Maybank’s Raya film “Berkat Mak” ('A mother's blessing'), that love is captured through a simple yet powerful symbol, a yellow tupperware filled with home-cooked food. Across different stages of her children’s lives, Mak uses it to send them off, whether they are leaving for work, marriage or studies, turning an ordinary container into a vessel of care, protection and reassurance.

As the story unfolds, the tupperware becomes more than just a meal, it represents everything Mak cannot say out loud. Each packed container carries her strength, love and prayers, reflecting the dual meaning of bekal, both a physical provision and an emotional one. In doing so, the film transforms a familiar household item into a deeply resonant symbol of maternal love that quietly endures across time and distance.

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