The Muslim celebration of Hari Raya Puasa is one of the most exciting times of the year. After Ramadan, which lasts a month and involves fasting during daylight hours, comes Hari Raya Puasa, also known as Eid al-Fitr. This also makes the two important religious occasions key campaign periods for businesses and marketers.
Although this is a great time of the year to reach out and connect with Muslim customers, many businesses may rush into the season without developing effective marketing strategies. As a result, they may spend money on promotions that sometimes don’t produce good returns or results.
At First Page Digital, we believe that celebrating Hari Raya in Singapore helps companies build DEI and the key to a successful Raya campaign is planning, researching, and brainstorming marketing ideas. To get ready for this campaign, it’s first important to have a clear understanding of what Hari Raya Puasa is and why Muslims celebrate it.
What Is Hari Raya Puasa And Its Significance To Muslims
Hari Raya Puasa is a significant occasion celebrated by Muslims worldwide to mark the end of the holy month of Ramadan. During Ramadan, Muslims fast from dawn until sunset for 30 days, as a form of spiritual discipline and to gain closeness to Allah.
In Singapore, the preparation activities for Hari Raya begin during Ramadan itself. Large crowds gather at bazaars across the island, including the famous Geylang Serai Ramadan bazaar, to purchase food to break their fast with as well as festive and decorative items. Many Muslims also purchase new clothes to wear for Hari Raya celebrations, with some families going the extra mile to renovate their homes in preparation for receiving guests.
On the morning of Hari Raya Puasa, Muslims wear new clothes and gather at the mosque to offer special prayers and give thanks to Allah for their strength during Ramadan. Hari Raya is also seen as a time for forgiveness, with many seeking forgiveness from their elders at home as part of celebrations. They then spend the day celebrating with family and friends, with traditional spicy dishes like ketupat (diamond-shaped rice cake), lontong (Indonesian rice cake), and beef rendang (dry curry beef dish). Children also receive green packets filled with money as gifts.
5 Marketing Ideas For A Soulful Hari Raya Campaign
With a deeper understanding of the significance and traditions of Hari Raya Puasa, it’s time to turn our focus to practical marketing strategies. At First Page, we know that the key to successful campaigns is emotional connection with your audience. That’s why we’ve gathered the best Hari Raya marketing ideas that will drive results, build brand loyalty, and connect with audiences on a deeper level. Let’s get started!
1. Come up with Raya-themed slogans, items, and ads
Stand out from the competition by creating slogans, items and ads with visually appealing designs that align with the Hari Raya season. Consider introducing limited edition Raya packaging and exclusive items that are only available during the festival, or even a touching advertisement emphasising the family-centred nature of Raya celebrations. The goal is to become the top brand in your customers’ minds by creating relatable and relevant content for the Hari Raya season. This can lead to increased sales and engagement for your business.
A great content idea is by Alzara Foods, who came up with a memorable and catchy slogan for their Hari Raya campaign, “Misi Raya Impossibru” (a play on Mission Impossible). Using their popular product, Alzara Ghee, as a key element, the campaign featured a fun heist story set in a village where the community is planning a grand Hari Raya feast. The main character, Mak Tam, discovers that the ghee has gone missing. He sets off a heist and a plan to find it since it is an essential ingredient for the feast.
This campaign cleverly incorporated the product, had a catchy name, and even timely content. The plot of the campaign incorporates a theme commonly associated with the Raya season, which is treasuring togetherness with family and loved ones during Raya feasts and celebrations. This Raya campaign stood out and had a total reach of 1.1 million views on YouTube.
2. Leverage social media to connect with your target market
Apart from creating Raya-themed content, maximising social media is another idea to pull off for your Hari Raya campaign this 2024. Social media remains a key platform for people to connect, even during Ramadan. Many Muslims now turn to social media to greet their loved ones, engage with online communities, watch videos, and share memories. As such, businesses should include social media in their Hari Raya marketing campaigns.
Boost Life Malaysia did this successfully in their 2022 Hari Raya campaign by collaborating with the Malaysian animated series Ejen Ali and production company Primework Studios. They created an animated film titled “KebangkitEN Raya 10 Budak Merah dan Ejen Ali,” which was part of their larger “KebangkitEN Raya” campaign.
The animated film features a young boy named Abu and his nine best friends on a journey to reignite the festive spirit of Hari Raya. Throughout the film, they featured traditional Raya dishes as well as showed how to acquire the best deals on new clothes and how to spruce up their homes, all made possible by the affordable deals available on the Boost app.
By leveraging the popularity of social media and an animated film, Boost Life Malaysia was able to reach and engage its target audience effectively. The video was shared on Boost’s official Facebook and YouTube accounts as well as on Media Prima’s television and digital network, receiving over 990,000 views on My Boost App’s YouTube channel alone.
3. Drum up community engagement and support
Drumming up community engagement and support is a great marketing campaign idea for Hari Raya that’s in line with the spirit of the holiday. It emphasises building strong, meaningful connections with the community by actively participating in the celebrations and practices associated with this significant festival. This places the focus of your marketing on actions that demonstrate genuine care and support for the cultural and religious values of the Muslim community.
By organising community events, collaborating with local institutions, and initiating charity drives or volunteer efforts, brands can showcase their commitment to the spirit of Hari Raya, which focuses on togetherness, generosity, and gratitude. Such campaigns not only enhance the brand’s reputation and visibility within the community but also foster a positive, lasting impact, aligning the brand’s values with those celebrated during Hari Raya.
Deliveroo Singapore’s #ComingBackTogether initiative in 2023, in collaboration with Darul Makmur Mosque, is a prime example of how brands can effectively engage with and support their communities during Hari Raya that resonates deeply with cultural and religious values. From 24 March to 14 April, over 60 Deliveroo riders joined mosque staff and volunteers every Friday to assist in the preparation and distribution of dulang (food trays) for Iftar — the meal that breaks the fast at sunset during Ramadan. This marketing campaign not only facilitated the communal breaking of the fast, which is a cornerstone of Ramadan observance but also signified a return to pre-Covid communal dining arrangements, enhancing the sense of community and togetherness.
Additionally, by participating in Maghrib (sunset prayers) and sharing in Iftar at the mosque, Deliveroo riders and staff bridged the gap between the corporate and local community realms, symbolising the spirit of fellowship that Ramadan promotes. This hands-on involvement in facilitating communal meals and participating in prayers highlights Deliveroo’s commitment to cultural sensitivity and community support.
4. Leverage real-life stories and community engagement
The next thing you can do for Hari Raya marketing is to create campaigns that resonate deeply with the audience by highlighting real experiences, emotions, and the spirit of the community. This approach can create a genuine connection with consumers by reflecting their values, challenges and triumphs through storytelling and interactive initiatives.
By tapping into communal life and personal stories, brands can celebrate the essence of Hari Raya — focusing on themes such as unity, resilience, and the joy of coming together. This method not only enriches the brand’s relationship with its audience but also reinforces the cultural and emotional significance of the festival, making the marketing efforts more impactful and memorable.
One such example is Darlie’s “Semangat Hari Raya” campaign in 2022. Darlie’s “Semangat Hari Raya” campaign, part of their larger “#SemangatTogether” initiative, shows how brands can successfully tap into the collective mood of a nation and turn it into a compelling marketing narrative. By collaborating with musicians Reza Salleh and MuZza, Darlie took an innovative approach by using interviews with everyday Malaysians as inspiration for a festive film and music video. This creative process ensured that the campaign was grounded in the real experiences and emotions of the people, making the final output, a song with lyrics directly inspired by the voices of Malaysians, deeply authentic and impactful.
5. Collaborating with influencers
Collaborating with influencers for the Hari Raya marketing campaign is a strategic approach that involves partnering with popular social media personalities to promote a brand’s products or services. This method capitalises on the influencers’ existing relationships with their followers, leveraging these connections to introduce the brand to a wider audience.
By having influencers share their personal experiences, recommendations, or festive preparations involving the brand, brands can benefit from the celebratory and communal spirit of Hari Raya. This approach not only increases brand visibility but also enhances trust and credibility among potential customers, as the endorsements come from respected and relatable figures within the community.
SSF Home’s successful “#RayaBersamaSSFHome” campaign in 2022 exemplifies the effective use of influencer collaboration and personalised social media engagement to enhance brand recognition and appeal during the festive season. By enlisting multiple Malaysian influencers to share their experiences within SSF Home stores across social media platforms like Instagram and Facebook, the brand was able to create a buzz around its home goods offerings in the lead-up to Hari Raya.
Influencers showcased their process of selecting the ideal furniture and decorations for the holiday, making the brand’s products more relatable and desirable to their followers. This strategic campaign allowed SSF Home to make its brand presence more personal and accessible and leverage the influencers’ diverse audiences, effectively broadening its reach and impact during Hari Raya.
Themes To Avoid For Hari Raya Marketing Campaigns
As businesses look to maximise the opportunities presented by Hari Raya, it is crucial to be mindful of cultural sensitivity and to avoid themes that Muslims may deem as offensive or disrespectful to the community.
1. Avoid excessive consumerism
The first theme to avoid is focusing on excessive consumption or materialism. Hari Raya is a time for spiritual reflection, growth, and gratitude. Campaigns that emphasise consumerism can be seen as insensitive to the true meaning of the holiday.
2. Steer clear of alcohol associations
Another theme to avoid is associating the Raya festival with alcohol consumption. Drinking and smoking are forbidden in Islam so it should not be linked to Hari Raya in any way.
3. Inappropriate use of cultural symbols
Avoid misusing or trivialising Islamic and Malay cultural symbols. This includes the inappropriate use of images such as mosques, minarets, or the Quran in a way that could be seen as disrespectful or irrelevant to the product or message being promoted.
4. Stereotyping
Themes generalising or stereotyping the Muslim community, their traditions, or practices should be avoided. This includes creating content that might inadvertently perpetuate stereotypes about gender roles within the community or suggesting that all Muslims celebrate Hari Raya in the same way.
5. Overemphasis on feasting
While food is a significant part of Hari Raya celebrations, focusing solely on the feasting aspect can overlook the spiritual and communal aspects of the holiday. Campaigns should avoid presenting the holiday as merely an opportunity for indulgence.
6. Sensitivity to current events
Be mindful of the broader socio-political context and current events affecting the Muslim community. Avoid themes during Hari Raya that might seem insensitive or dismissive of the challenges faced by Muslims locally or globally.
If you keep these pointers in mind, you can create effective marketing campaigns for Hari Raya that are respectful of the customs of the Muslim community.
Launch A Heartfelt Hari Raya Campaign With First Page
Hari Raya Puasa presents a unique chance for businesses to connect with their audience. Emotional campaigns that resonate with customers and align with the spirit of the festival can increase brand loyalty, drive website traffic, and make a lasting impression.
At digital marketing agency First Page, we are dedicated to heartfelt marketing and can help bring your Hari Raya campaign ideas to life with our SEO and social media marketing services. Our team of digital marketing experts will collaborate with you to design a digital marketing strategy that harnesses the emotional and cultural significance of the festival to deliver measurable results.
Don’t miss the opportunity to connect with customers and celebrate Hari Raya in a meaningful and impactful way. Reach out to us today to start planning your 2024 Hari Raya marketing campaign now!
