Hari Raya 2025: The APAC campaigns you need to see

Festive advertising tends to be built around a few time-honoured themes: Togetherness, family, spirituality, and sentiment.

Many of these more traditional beats are present in our first roundup of the most interesting Hari Raya/Ramadan films for 2025. But there’s also so much more. This year, from across different geographies, brands are pushing the envelope on humour and engaging playfully with pop culture, even as they present themselves as an integral part of the holy month.

We will be updating this list with more ads, so keep an eye open for subsequent editions of this roundup.

Campaign: ‘Cairan Tubuh Bocor, Emang Bikin Horor’ (Losing body fluids? That’s a horror)
Brand: Pocari Sweat
Agency: Dentsu Indonesia

With horror and comedy being the most popular forms of entertainment in Indonesia, Dentsu and Pocari Sweat fuse these together for their Hari Raya commercial. The film is steeped in the tropes of horror comedy—with influencer Fadil Jaidi, his father Pak Muh and their pet cockatoo Ocong being menaced by a spectral figure. But it also draws attention to the very real danger of dehydration while fasting in Indonesia’s tropical climate, without losing its light-hearted, playful vibe.

Campaign: ‘Gandakan Kebaikan Bersama Tropicana Twister’ (Double your goodness with Tropicana Twister)
Brand: Tropicana
Agency: FCB Shout Malaysia

For Ramadan this year, Tropicana’s campaign focuses on highlighting small acts of kindness and generosity. Tropicana encourages consumers to share their acts of everyday kindness via an Messenger chatbot and these stories fuel its partnership with NGOs to provide care packages to underprivileged families. The film which features a consumer sharing a Tropicana with a delivery agent helping him break his fast, underscores the importance of small acts of compassion.  

Campaign: 'Zaloraya 2025'
Brand: Zalora
Agency: Brave New World

Highlighting its modest fashion collection, the latest iteration of ecommerce platform Zalora’s ongoing Zaloraya campaign features a family whose fashion aesthetic—be it the grandma, the dad, or even the cat—is both the envy of the neighbourhood and a closely guarded secret. One that eventually gets uncovered by their snoopy neighbours. The film is just one part of Zalora’s campaign which also includes offline activations, fashion showcases across Malaysia, Indonesia, and Singapore, and the option to make omnichannel purchases.

Campaign: 'Selamat Lari Raya' (Happy Raya Run)
Brand: Julie’s Biscuits
Agency: GOVT

Another wonderful film from Julie’s Biscuits that wears its near 10-minute length very lightly and keeps you guessing all the way through. The film starts with an unlikely crime spree by an elderly man desperately trying to get arrested, before shifting gears to his grandson in jail—racked by guilt at having embraced a life of crime and unwittingly caused the death of his grandmother. The film touches on deep themes like the importance of reflection and the ability to forgive oneself, while at the same time being a delight to watch, particularly due to the asides from the convict’s cellmates. Even the otherwise mystifying presence of Julie’s Biscuits within a prison cell is handled quite deftly.  

Campaign: 'Sajao Iftar Ki Baithak' (Celebrate iftar)
Brand: KFC Pakistan
Agency: Adcom Leo Burnett

A young man waiting to break the iftar fast at KFC with his sister is disappointed when her duty as a doctor keeps her away. Instead, he invites an offduty policeman, even as his sister gets a surprise treat from her patients. This heartwarming film ends with a message encouraging viewers to include the people who selflessly perform their duties in their iftar celebrations.