Sarjan Saga


VMLY&R Commerce Malaysia


For almost four decades PROTON has been the nation’s "affordable" car brand. In the automotive world, maintaining a brand to be relevant and becoming "Top of the Mind" while aligning with the values and aspirations of its target audience is very important.

Festive season is one way of making a presence in the industry. One of the most anticipated festivals is Hari Raya, the Eid. During this season, other brands will be competing for a "spot" to catch the hearts and minds of the public and PROTON is no exception.

The objective was to create a brand film that resonates with the hearts of the audience, invoking genuine emotions and forging a deep and lasting connection with the brand, stay relevant in today’s generation and to tie into the brand's 40th anniversary.


With a deep understanding of the cultural significance of this festive season in Malaysia, we embarked on a heartfelt journey that resonated with the emotions of our audience and nurtured a profound sense of gratitude throughout our storytelling. 

Through heartfelt anecdotes, we showcased acts of selflessness, compassion, and kindness, paying tribute to the spirit of giving and thankfulness that defines this festival. In our narrative, we highlight one of the children of Sarjan Ismail, who with utmost sincerity, expresses his heartfelt appreciation for his beloved father, Sarjan Ismail, whose unwavering support paved the way for their family's progress. 

Weaving together evocative visuals and heartfelt dialogue, we aim to touch the souls of our audience, reminding them of the power of gratitude in their own lives. Our intention is to inspire reflection upon the often-overlooked blessings amidst the hustle and bustle of daily life. 

Our story of gratitude during Hari Raya extends beyond mere marketing; it becomes a genuine celebration of Malaysian culture and values. Through our campaign, we forge a deep connection with our audience, rooted in shared experiences, shared values, and shared appreciation.

  • 76,149 organic video views 
  • 1,038,540 organic impressions
  • Top 10 winner, Experts’ Choice Awards Raya TVC 2023