Why wait for Raya? Maybank Islamic puts Ramadan in the spotlight with new TVC

As brands typically reserve their biggest festive pushes for Hari Raya, Maybank Islamic is turning the spotlight earlier, anchoring its latest campaign firmly in Ramadan.

The bank has unveiled a new television commercial titled “Berkat terasa apabila kita bersama" (Blessings are felt when we are together), led by internet personality Mohd Haris Mikael, better known to Malaysians for his viral TikTok presence and mature, endearing mannerisms. In the film, Haris takes on the role of “Little Berkat”, embodying the idea that blessings are felt more deeply when shared.

Noticing that the grandmother living across the road has no one to buka puasa (break fast) with, Berkat approaches his mother with a tray and expresses his wish to break fast with their neighbour. His family embraces the idea, preparing several dishes before heading over together to share the meal.

Rather than focusing on post-Ramadan celebrations, the TVC sets the tone for the holy month itself. Through simple, heartfelt acts of kindness, the narrative underscores a central message, that even small gestures can grow into meaningful impact when communities come together.

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The campaign also consolidates Maybank Islamic’s broader Ramadan initiatives under one unified spirit of giving. Central to this is its Regional Ramadan Relief Programme, which works with partners to distribute food aid across Malaysia and beyond. Backed by a zakat fund of RM3.77 million for FY26, the programme is set to reach more than 14,000 families in need, spanning Malaysia, ASEAN, the UAE and Gaza.

Alongside the relief efforts is the expanding Salam Festival. Since 2021, the initiative has brought together iftar gatherings, Syawal open houses and Qurban support across Malaysia. Designed as a platform for togetherness, the festival provides meals and assistance to orphans, Tahfiz students and mosque committee members during the holy month.

What began as a Malaysia-focused effort across eight regions is now slated for regional expansion. In 2026, Salam Festival will extend to Singapore, Indonesia and the Philippines, reinforcing Maybank Islamic’s ambition to foster cross-border unity and shared values.

Supported by zakat contributions and the Islamic Charity Fund via the Maybank Islamic Ikhwan Credit Card, where 0.1% of cardholder spending is channelled to charity, the programme is expected to reach 160 locations across four countries. In total, more than 57,000 asnaf individuals will benefit during Ramadan, Syawal and Hari Raya Qurban.

Beyond on-ground efforts, Maybank Islamic is also amplifying its Ramadan presence through media collaborations. The bank has teamed up with MIX FM to produce “Tazkirah MIX FM”, described as the first Ramadan-focused segment on an English-language radio station. The month-long series will offer reflective and spiritual content throughout the fasting period.

On digital platforms, the bank is shifting away from purely tactical messaging, instead focusing on content that guides Muslims in fulfilling both spiritual and financial obligations during Ramadan.

The strategy builds on last year’s results, where Maybank Islamic’s Ramadan campaign reached 23 million people and garnered 6.37 million views across YouTube, Meta and TikTok. Its radio-digital efforts also connected with 18,000 listeners both online and offline. In choosing to anchor its narrative in Ramadan rather than waiting for Raya, Maybank Islamic is positioning the holy month not just as a prelude to celebration, but as the emotional and spiritual centre of its brand story.

Last month, BlueBand had also rolled out a new Ramadan campaign across Indonesia and Malaysia that invites families to look beyond physical nourishment and consider what it truly means to be “full” during the holy month.

The campaign, featuring a hero film, centres on a simple but resonant device: the spoon. While empty of food from dawn to dusk during fasting hours, the spoon becomes a metaphor for care, charity and devotion - values that define Ramadan beyond mealtimes.

Research by YouGov has found that Indonesia and Malaysia are drawing a clear line on what makes Ramadan advertising feel authentic in 2026 – and it is not celebrity endorsements or aggressive promotions. Malaysia shows a similarly strong preference for family-led narratives, also at 37%. However, Malaysian consumers demonstrate a more balanced response to cultural and community cues, with 26% favouring ads highlighting local culture and heritage, and 22% valuing real community representation.

Related articles: 
What’s shaping consumer demand this Ramadan?
Story first, sales second: Indonesia and Malaysia redefine authentic Ramadan advertising 
BlueBand reframes Ramadan fasting with a spoonful of kindness in SEA push