Campaign SpotlightPress Release

Safi underlines the importance of embracing authentic beauty in time for the upcoming Raya season

KUALA LUMPUR, MALAYSIA — MBCS, the media-fuelled creative content practice within the IPG Mediabrands network, has developed a brand film for leading Halal personal care brand Safi alongside the upcoming Raya season. 

Safi, a brand that helps women embrace their beauty with confidence, has launched a RM 1 million scholarship called the Biasiswa Siswi Safi, which aims to provide financial assistance for qualified underprivileged young women by supporting their academic & professional development in their chosen fields of study.

In celebration of this brand initiative, “Kaherah Untuk Farah” (Farah in Cairo) was launched. It sees a young Malaysian woman as she embarks on a trip of a lifetime to pursue her studies abroad, facing the challenges of cultural differences, amidst diversity and self-esteem struggles. She eventually finds belonging by acknowledging her roots and connecting to her true self to embrace her own authentic beauty.


Ahmad Nazril Ibrahim, Executive Creative Director at MBCS, said, “This story is one of aspiration, hope and diversity. Studying abroad symbolizes modernity and ambition and is something many Malaysian youth aspire to, so narrating this brand promise through this special story is something quite meaningful for all of us. While this experience may be a dream come true, it is also a time of personal challenges to accept your own identity and find belonging in a space that may be so vastly different from home. We wanted to show how Safi, as a well-known and trusted brand, is here to support the dreams of the youth of today and to celebrate the beauty of authenticity from within.”

Kazlina Mohd Kassim, SAFI Brand & Insights Specialist of Wipro Unza, said, “Youth today face a myriad number of societal pressures that are often immense and overwhelming, especially in the face of life’s changes. Safi believes deeply in empowering the next generation of youth to soar and live their dreams, and we are excited to release this brand film for Raya in advance of the launch of our Biasiswa Siswi Safi, an education scholarship designed to support young women to reach for their dreams. Authenticity is beauty, and we want to inspire and support young women as they go on this journey of self-discovery and growth.”

The Biasiswa Siswi Safi scholarship is open to students who are currently pursuing a degree in participating top local public universities. Besides covering tuition fees, it will also include allowances to aid education needs. More information on this scholarship will be released on the Safi social media pages on 30 April 2024.

Watch Kaherah Untuk Farah on Safi’s official social media channels.

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