KUALA LUMPUR, MALAYSIA – This Ramadan and Raya season, Marrybrown is paying tribute to shared national memory as it unveils MB Nasi Berempah, its new festive offering, through “Santapan Ramadan”, a campaign led by Dentsu Creative Malaysia that pays homage to legendary filmmaker, actor and composer, P. Ramlee.
Drawing inspiration from the beloved classic Ali Baba Bujang Lapok, the campaign reimagines the film’s iconic tale of a hidden treasure cave through a modern, comedic lens, reframing Marrybrown’s Ramadan feast as something equally precious and a discovery worth sharing, while inviting Malaysians to celebrate the spirit of togetherness during the fasting month. “Santapan Ramadan” reinforces the celebratory spirit of the season with the word santapan derived from archaic Bahasa Istana, traditionally referring to a royal meal served to the palace, evoking the sense of a festive feast worthy of the season.
Dentsu Creative Malaysia’s creative direction for the campaign centred on the digital film’s timeless themes about the dangers of greed and the importance of moderation and humility, showcased through a cast of popular content creators known for their humorous tributes to classic P. Ramlee comedy. This idea is encapsulated in the campaign’s central theme: a Ramadan feast so special, it is as precious as gold.
Lynn Low, Chief Marketing Officer, Marrybrown, commented, “Few figures in Malaysian culture hold the same enduring place in the national imagination as P. Ramlee. His films are woven into the way Malaysians laugh, quote and tell stories to one another, especially during Ramadan and Raya. As a proudly Malaysian brand, Marrybrown has always believed the best way to connect with Malaysians is to celebrate the culture and flavours that shaped us. Together with dentsu Creative Malaysia, we wanted ‘Santapan Ramadan’ to lean fully into that nostalgia, bringing a timeless Malaysian story back into the spotlight while introducing MB Nasi Berempah as a festive discovery.”
Ahmad Nazril Ibrahim, Executive Creative Director, Dentsu Creative Malaysia, commented, “P. Ramlee’s works remain beloved because they were never afraid to celebrate the quirks, humour and humanity of Malaysian life. Marrybrown carries that same spirit as a brand that has always been proudly Malaysian at heart. That authenticity is something we have long admired about the brand, and “Santapan Ramadan” became the perfect moment to draw that connection in bringing together a cultural icon and a homegrown brand in a story.”
“Santapan Ramadan” launched on 3 March, rolling out across YouTube, TikTok, Instagram and Facebook.
