THE CLIENT: 

Since the 1930s, Agnesia Antibacterial Powder has been a part of Malaysian households, helping countless to soothe and calm prickly heat in our humid weather. The recognisable ‘red tin’ as it is fondly known across generations is now popular beyond our shores. It can easily be spotted on shelves in Singapore, Maldives and Nigeria.

OBJECTIVE:

While the brand enjoys a significant following within the Malay community, it is often seen as more nostalgic than a modern household staple. With the Raya celebration approaching, Agnesia aimed to reestablish itself as the go-to antibacterial powder brand.

OUR APPROACH:

We launched a nostalgic Raya campaign, leveraging the season to reinforce Agnesia’s core values of caring and togetherness. Our campaign theme, “Always Loving,” was designed to evoke nostalgia by contrasting past and present Raya celebrations.

Creating a compelling video for Agnesia during the highly competitive Raya season was challenging. Drawing from this insight and inspired by Agnesia’s iconic ‘red tin,’ we crafted a video that blended modernity with tradition while remaining true to Agnesia’s brand tone.

The video, titled “Raya Bersama Agnesia,” explored an intergenerational family relationship. The main character, Farah, is a busy mum near Raya season who expresses her frustration towards her son while reminiscing about the joyful Raya celebrations of her childhood. Filled with wholesomeness and nostalgia, the video featured a surprising twist to keep the audience engaged until the end.

By tapping into the deep emotional connections Malaysians have with Raya celebrations and blending it with the timeless appeal of Agnesia, we aimed to reignite the brand’s presence in modern households while celebrating its cherished heritage.