Safi: Safi Raya, Manis Berkongsi Sama Berseri

Safi, a halal personal care brand, launched a campaign to increase Raya sales during the pandemic in Malaysia.

Campaign details

Brand: SafiBrand owner: Wipro UnzaEntrant company: Ensemble Worldwide, Petaling JayaMedia: PHD MalaysiaMarket: MalaysiaSector: Skin care, sun protectionMedia channels: Online display, Online video, Social media, Websites & micrositesBudget: Up to 500k

Executive summary

A pandemic kept everyone stuck at home, but Safi (Malaysia's no. 1 halal personal care brand) had to continue driving Raya sales despite dampened spirits. But Malaysians kept their spirits high by focusing on family and togetherness - values synonymous with Raya regardless of wherever they are.

So leveraging this we...

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