M&C Saatchi Malaysia and Directors Think Tank shoot new Raya global Malaysian Airlines film

| | No Comments

Malaysia Airline DTT.jpgDirectors Think Thank and director Rajay Singh recently collaborated with M&C Saatchi Malaysia to produce the new Raya spot. The film has taken a human look on how different cultures celebrate Raya around the world.

Raya (known as Eid globally) is a Muslim celebration that marks the end of the fasting month. The 3-minute video highlights Muslim families in four different countries celebrating the first day of Eid. The commercial was shot in Malaysia, China, India, and Japan; giving viewers a different perspective on the celebration as some of the countries featured are not commonly associated with Islam.

It carries a poignant message that travel and discovery can enrich one’s life by widening perspectives. Furthermore, it evokes a warm sense of brotherhood and acceptance by highlighting the faith that is commonly shared across the globe.

Malaysia Airline DTT2.jpgMalaysia Airline DTT3.jpgThe pilot featured in this video is Malaysia Airline’s own pilot, Capt. Zakir Ibrahim. All the talents featured in this commercial are real people from real families with no prior experience in acting for commercials. The criteria was set as such to preserve the commercial’s authenticity and sentiments. It hopes to inspire more people to travel and explore the world by showcasing the beauty of various cultures, traditions and people; and how they celebrate one common festival differently.

The commercial is part of Malaysia Airline’s Raya 2017 campaign; where it would also feature a microsite with an interactive user experience. In the microsite, users can learn about unique fashions, cuisines and traditions practiced by Muslims globally on Eid. Users will also be treated to other exclusive contents such as, e-greetings, behind-the-scene footages, and other videos. Through this campaign, Malaysia Airlines aims to uplift the brand and promote the destinations under its network.

Malaysia Airline DTT4.jpgMalaysia Airline DTT5.jpgDTT director Rajay Singh said, “Shooting this film was a real  humbling experience. We only worked with non-actors on this shoot. Most of all, it was how these people let us into their lives without any objecting questions. They stayed true to Puasa (Fasting during holy month Ramadan) and fasted throughout. Also,  this film was a real collective effort,  so I want to give a personal ‘shout out’ to the client, agency and our friends at Fingerprint Films (India),  Shine Films (China) and AOI Pro (Japan).  We were under a lot of pressure as we were working to a very tight deadline.  But these Guys stood by us and put up with all of our last minute requests,  however crazy!

“The entire experience was like a journey of discoveries for us. Every country we went to and every person we met along the way taught us something new. Whether it was how they lived their lives, the food they ate or how they spoke, it gave us a whole new perspective on the world. The great thing is that was exactly what we set out to do – show people that travelling enriches lives. And indeed it did for us,” added M&C Saatchi Creative director Darren Lee.

Credits –

Executive Creative Producer:  Marzuki Maani

Creative Director:    Darren Lee

Writer:  Darren Lee, Ida Sazreena

Servicing:  Doris Lo, Iris De Souza, Mandy Khoo

Executive Producer:  Evelynn Tan

Production Company:  Directors Think Tank

Director:  Rajay Singh

Executive Producer:  Tek Nam

DOP:  Lee Wing Lok

2nd Unit: Julian Oh, Zaim Rosli

Line Producer:  De Shen

Production Manager:  Subash

Production Asst: Gray Loi, Darshan

Mumbai Prod. Support:  Fingerprint Films

China Prod. Support:  Shine Films Co.Ltd

Japan Prod.Support:  AOI Pro.Inc

Editor:  Affandi Jamaluddin

Post Production: VHQ Post KL

Music:  Fuse Adventures in Audio