Marketing Brand Purpose Brand Strategy

Watsons creates a mystery film to celebrate Raya festival


By Danielle Long | Acting APAC Editor

April 17, 2023 | 2 min read

Watsons Malaysia has launched a mystery film starring two estranged sisters and missing necklace to celebrate the Raya festival.

Watsons Malaysia

Watsons Malaysia Raya festival film

The Rahsia Gaya Raya film depicts the love-hate relationship between the sisters as they compete against each other in various Raya-related mystery cases through the years, eventually working on their biggest case of all: the missing generational necklace.

The film is centered around the insight that Malay families pass down precious heirlooms to the next generation. The film stars real-life sisters Ayda Jebat and Fyna Jebat as "Diva-tectives" (or diva detectives) who set out to solve the case.

The film showcases the Divatective sisters and their family members journey to not only achieve their best Raya look, but also to feel good about each other. This idea fits into Watson's brand purpose to help Malaysians look good and feel good.

The film's ultimate purpose is to highlight the true secret of Raya, which is forgiveness and love.

Rahsia Gaya Raya is the third festive campaign by Watsons and its creative agency Leo Burnett Malaysia, which also created the Gaya Raya Luar Biasa in 2021.

The film has already attracted more than 9.3 million views across YouTube and Facebook and was the most-watched 2023 Raya festive film, at the time of writing.

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