Sunquick brings ‘air tangan mak’ to the Raya table in new campaign

Sunquick has partnered with Havas Malaysia to roll out its latest Ramadan and Hari Raya campaign, centred on the deeply rooted cultural idea of “air tangan mak”, a phrase that reflects the warmth, care and sincerity associated with a mother’s touch in cooking.

The campaign builds on Sunquick’s long-standing presence in Malaysian households, where its fruit-based beverages have become a familiar feature at gatherings, from everyday meals to festive celebrations. Known for its use of real fruit juice and refreshing taste, the brand positions itself as a convenient yet meaningful addition to moments of togetherness, particularly during the busy Raya hosting season.

Don't miss: QBB leans into heritage with Raya push on generational trust

Bringing this idea to life, the campaign film adopts a slice-of-life storytelling approach, capturing the everyday rhythm of Ramadan and Raya in Malaysia. From berbuka puasa (breaking fast) to open house visits, Sunquick is woven into intimate family moments, reinforcing its role as both a comforting drink and a shared experience.

Beyond its role as a beverage, the creative also highlights Sunquick’s versatility, showcasing how it can be used as an ingredient in festive desserts. This dual function positions the brand as more than just a drink, but a staple that contributes to the flavours and memories created around the dining table.

From the brand’s perspective, Archana Sridhara, global brand director, and regional marketing director for APAC at Sunquick, said: “For many Malaysian families, Sunquick has always been part of festive gatherings — from the first berbuka of Ramadan to the last Raya open house. This campaign celebrates those familiar traditions and the bond they create."

Meanwhile, Shireen Ang, creative director, Havas Malaysia shared, “'Air tangan mak' is such a powerful cultural expression of love and care, and the team found a playful twist in showing how that same warmth and sincerity could also take the form of Sunquick at the Raya table."

Elsewhere, Lactalis Trading Malaysia has teamed up with The Shout Group this Hari Raya to reinforce the enduring role of QBB Pure Ghee in Malaysian kitchens, with a new campaign titled “QBB – Pilihan dipercayai sepanjang generasi” (‘The trusted choice for generations’).

Built around QBB’s heritage as a household staple since 1925, the campaign spotlights the role of trusted ingredients in preserving flavours, traditions and family bonds, particularly during Ramadan and Raya, when ghee remains a key component in festive dishes such as nasi minyak, rendang and kuih raya.

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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