KUALA LUMPUR, MALAYSIA – In the true spirit of Hari Raya Aidiladha, Dentsu Malaysia has collaborated with Malaysian fast-food brand Marrybrown to launch a meaningful on ground activation titled Molek Bersama (translated as “beautiful together”). Designed to honor the values of compassion, unity and community care, the initiative took place across key locations in Kelantan and Terengganu during the sacred korban ritual.
While the Islamic festival is traditionally associated with giving to those in need, Molek Bersama shifted the spotlight to a group that is often overlooked: the volunteers and mosque committee members who diligently carry out the sacrificial rites behind the scenes. These individuals are instrumental in upholding this sacred tradition, yet rarely receive the appreciation they deserve.
Marrybrown and Dentsu Malaysia recognised this gap and sought to address it through a series of community-focused gestures. Volunteers at Masjid Jamek Sultan Muhammad II in Kelantan and Masjid Khalifa Taman Jaya in Terengganu were treated to complimentary desserts, refreshing beverages, and shaded seating areas to offer them a much-needed moment of rest. Branded aprons were also distributed to support their work while instilling a sense of dignity and appreciation.
Lynn Low, Chief Marketing Officer, Marrybrown Sdn Bhd commented, “For this important occasion, our initial idea was to be meaningfully present during a tradition that matters deeply to our consumers, without overshadowing its significance. Dentsu Malaysia helped us find that perfect balance, showing that Marrybrown isn’t just a ‘brand’, but a neighbour who truly cares. The warm reception we received reinforces our commitment to keep showing up for our community.”
Ahmad Nazril, Executive Creative Director, Dentsu Creative Malaysia, commented, “We believe the true essence of Hari Raya Aidiladha goes beyond ritual; it’s about unity, compassion, and shared humanity. With our Molek Bersama, we set out to help Marrybrown honour that spirit by celebrating people in their everyday roles and creating meaningful moments of connection. It’s a simple idea, but one deeply rooted in insights that recognise what truly matters to the community.
